Home' Trinidad and Tobago Guardian : March 30th 2017 Contents BG10 | VERBATIM
BUSINESS GUARDIAN guardian.co.tt MARCH 30 • 2017
Print presses on
Advertising and marketing agency,
cmb, has commissioned a survey on
media consumption in T&T. Guard-
ian Media Ltd, the media group with
the most comprehensive mix of ad-
vertising solutions in the country,
has partnered with cmb for a series
of reports on the survey's findings to
help businesses in T&T identify the
best way to market their products and
services.Newspapers and out-of-home
advertisements (OOH), stal-
wart emblems of traditional
advertising media, are still
managing to hold on to con-
sumer attention despite in-
creasing competition from
newer digital platforms, while magazines
have made a negligible impact, a new survey
on Trinidad & Tobago media consumption
Newspapers are the fourth most noticed
media in T&T, behind, television, radio and
Facebook, with 31 per cent of respondents
naming it as their most noticed medium, and
34 per cent as their most preferred.
OOH came in sixth, with 21 per cent of people
saying it was one of their most noticed media,
despite just 12 per cent calling it their most
Magazines failed to make an impact. Only
four per cent of people named online news-
papers as their most noticed media, and just
two per cent their most preferred.
The agency structured the framework of
the survey; it was conducted by data analytics
firms Lucent Research Ltd and Sacoda Serv
Ltd, and featured interviews with over 900
people from demographics that best reflected
the latest census data.
Whereas television and radio have managed
to affirm their market-leading position as the
country's most noticed and preferred adver-
tising media, it has been more difficult for
newspapers, magazines and OOH (billboards,
bus shelters, bus wraps) to clearly define their
niche as media consumption tastes evolve.
They have, however, attempted to adapt to
digital trends by offering online versions of
their products, as in the case of newspapers
and magazines, as well as dynamic digital
Approximately half of the sample (52.3 per
cent) said they regularly read newspapers,
while the other half was almost equally split
between reading occasionally or not at all; 53
per cent of people who did read they paper
said they read every day.
Of those who read the newspapers, approxi-
mately 30.2 per cent spent between 30 minutes
and one hour reading the newspaper, while 26
per cent spent about 20 minutes.
Some of the main reasons people cited for not
reading the paper were that it was to difficult
to access; the content was too depressing; they
found the information through other sourced;
and they had no time.
Newspapers, though, still have clout as one
of most trusted source for news behind tele-
vision across all demographics besides Gen-
eration Z (15-24 years old), with 25 per cent
of respondents overall calling it their most
preferred news medium.
Interestingly, while only 3.2 per cent chose
online newspapers as their preferred news
source, 15.7 percent chose Facebook.
Facebook is not, however, primarily a news
producer, so much of the content consumed
by its users has been generated by news out-
lets and shared on social media; 20 per cent of
people who used social media said they used
the platform to catch up on reading news.
Magazines, on the other hand, were not es-
pecially popular, with 83 per cent of people
saying they didn't read them, and nearly 67
per cent saying the medium simply was not
appealing. Of those that did read them, only
one third actually bought them, while 41 per
cent accessed them through waiting rooms or
Probably the most interesting reveal about
magazine readership, though, was that out of
those who said they read magazines, over 70
per cent were men.
OOH advertising proved to be resilient, with
48 per cent of people saying they paid atten-
tion to this medium, and a quarter of them
recalled seeing at least one to three ads a day.
Not surprisingly, billboards---both static and
digital---were the most noticed (35 per cent and
42 per cent, respectively). Most respondents
(62.5 per cent) said they spent on average one
to ten seconds looking at OOH media; 62 per
cent said time spent in traffic affected whether
or not they noticed OOH ads.
As with any comprehensive marketing plan,
targeting key demographics is essential. De-
spite what might be seen as a falling market
share in a more competitive environment,
newspapers, OOH and even magazines still
have the ability to reach mass market audi-
ences, as well as appeal to niche consumers.
Business publications, for example, have a
generally loyal following.
Depending on a brand's goal, strategically
placed ads in these publications is a near guar-
antee that the message is disseminated to and
seen by a significant proportion of those de-
mographics it is specifically intended to reach.
Certain content also works best in different
media for maximum impact, and formats such
as newspapers, OOH and magazine still offer
useful platforms to articulate bold visuals or
in-depth copy in ways that other media might
not be able to leverage.
As the survey suggests, especially for print
media, people peruse at a more leisurely pace,
increasing opportunities for lasting impres-
Fundamentally, despite the introduction of
new media, traditional media has its place as
an important option for media planners and
The aim of any media plan is the maximise
exposure, and that is only achieved by ensur-
ing a brand has a presence in every medium in
which its primary target is interested.
Newspapers, magazines and OOH face increasing digital competition, but...
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