Power of dis­cov­ery

The Works - - SPOTLIGHT -

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).

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