SEMIO FINDING A DIFFERENCE IN LONDON

semio – answering the hot questions

• the london evening market has increased in size but who are the papers reaching?
• when london has a very broad upmarket profile, what are the differences between the titles?
• how can clients benefit from the new marketplace?

Semio – why?

Semio was chosen after consultation with research company TNS. Not reliant upon interviewee claimed response semio is the perfect tool to over come london exaggerations (i.e. Kilburn people upgrading to Maida Vale).
Key elements:
20 min online
2,353 respondents
Zone 1&2

Semio – how does it work?

each of the respondents is shown 210 words and asked to tell us if they have a positive or negative reaction to the word.

we can then use these reactions to form a profile of the audience and then see which brands they best ‘fit’ with.

unearthing your subconscious

• have a look at the words as they appear on the left and judge whether you have a    positive / neutral / negative reaction



• Moon
• Danger
• To Punish
• War
• Art
• Bohemian
• Together
• Laugh
• God
• Nudity

the words are grouped into 14 fields. the fields are the same every time the Semio tool has been used. these fields help us match the brands to the readers.

how do you read the results?

the words are grouped together with regards to positive / negative reactions

londonpaper AA/QO readers

london lite AA/QO readers

AA/QO readers

want to know more?

contact us and we will show you all of the findings for thelondonpaper and key insights into a wide range of brands / market places

Initial Reader Research

Four weeks after launch we carried out some proprietary 'on-the-street' research to confirm that we were distributing thelondonpaper to the right audience. Readers holding an afternoon newspaper were stopped at random and asked questions about their key demographics and working status. thelondonpaper will also be on NRS from 13th September.

What Londoners think of thelondon paper?

What Londoners think of advertising in thelondonpaper?

What Londoners think of Metro, Lite and ES?