ENSURING THE CONTINUED RELEVANCE OF THE BAY OF PLENTY TIMES
The digital world has changed how people obtain their news. No longer is it a given that everyone gets the morning paper or watches the 6 o’clock news.
The Bay of Plenty Times is a business working hard to stay ahead of the competition and to maintain its place in the local community. Delve Research & Strategy has completed a couple of projects since 2010, which have enabled the Bay of Plenty Times to better understand their local customers and their news consumption habits in this digital age.
We conducted a variety of different methodologies to truly understand what was going on. Including online diaries which tracked customers news consumption over a week and going ‘on safari’ with retail buyers and using ethnographic techniques to truly understand the choices people were making in store.
As a result of the work we did the team at The Bay of Plenty Times understands the changing role of newspapers, and can see opportunities to ensure the paper remains relevant moving forward.