R.O.O.T.S. 2004 promises useful stats

"Caxton is committed to providing in-depth research to the advertising and marketing industries at the suburban level where the competition for shoppers is cut-throat," says John Bowles, Joint Managing Director of the Newspaper Advertising Bureau (NAB). NAB is the specialised community newspaper advertising sales company. "The more we understand what consumers do, where they shop and what they read, the better we are able to provide newspapers with relevant content and keep readership levels high. At the same time we can give marketers the critical micro-geographic information they need to understand the areas they operate in."

R.O.O.T.S, developed and launched in 1999, uses face-to-face interviews and fieldwork to provide readership, shopping habits, activities and market share information in Caxton's newspaper distribution areas.

Researchers and fieldworkers from Research Surveys are currently updating and extending the R.O.O.T.S survey. Prompted by their advertisers, Caxton removed the psychographic questions and expanded the activities, shopping habits and market share data. "In addition, we extended the research into crucial geographical areas for our advertisers, to supply a national urban framework," Bowles explains.

Consequently, the latest research has been expanded to include all major urban areas (not just Caxton newspaper areas) from Polokwane to Cape Town, and Kimberley to Durban, resulting in a combined sample size of 18 000 interviews across 60 urban areas. Final results will be launched in May, so watch the press for details.

For further information contact John Bowles at the NAB (Newspaper Advertising Bureau) on 011-889-0600 or visit www.nab.co.za.