Power of discovery
Reader motivations shift as the week goes on, from a focus on ‘Discovery’ during the week towards a desire to ‘Escape’ on a Sunday.
During the week, readers are driven to pick up newspapers to stay ‘Informed’ and to ‘Discover’ different points of view. They also provide an opportunity for personal time out from a busy life, but not to the same degree as weekend papers.
On Sundays, while newspapers continue to ‘Inform’ and aid ‘Discovery’, the emphasis of reader motivation shifts to ‘Excitement’ and a sense of ‘Escapism’. The new data clearly illustrates that for many, reading the paper over a coffee is a deeply-ingrained Sunday ritual.
Saturday newspapers are more evenly balanced across these motivations, which is not surprising given their range of content.
They provide analysis on the events of the week, complemented by sections that offer both utility (property and cars) and escapism (travel, arts & entertainment).