Readership best practices PowerPoint

READERSHIPTHE IMPERATIVES

BEST IDEAS FOR YOUR NEWSROOM

READERSHIP: THE IMPERATIVES

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100

1970 1975 1980 1985 1990 1995 2000 2004

55+

35-54

25-34

18-24

Decline of readership


But why the decline?


We’re boring!


Readership report Culture

1 Adaptive, constructive, attuned to readers

Service2 Excellent

Editorial and advertising content3 Improve high-potential content areas4 Focus on a particular type of local news5 Easier to read and more navigable6 Improve advertising content7 Promote content more effectively

Brand8 Build a positive brand relevant to readers


Key readership drivers1. People-oriented stories, announcements, obits

2. Health, home, food, fashion, business and travel

3. Go-and-do-it information

4. Politics, government and international issues, particularly those about war

5. Entertainment coverage, TV news

6. Police, crime

7. Science, technology, environment

8. Sports (Columns, tips, quick information)


Connecting with readers1. Reader Advisory Boards

2. Focus groups

3. Town Hall events

4. Submitted content, contests


We can help you get thereYou’re about to see a ton of new ideas. Don’t fret. You

can do this and we can help. We can help develop templates for what you’re about to see, on-site training, play support roles, etc.

READERSHIP: THE IMPERATIVES | READER INVOLVEMENT

How do you involve readers in your paper?



Instead of just running a local brief about this community bake sale, this newspaper got involved in the action.

Don’t just tell readers about upcoming games, help them get into the game.

Readers love old photos. But be specific. This newspaper wants photos of music memories. Build galleries online.

We love animals. This newspaper offers a contest when readers can submit photos of their favorite pet.

Ask readers to submit photos of their vacation trips, homecoming dances, proms, Christmas parties, etc.

Encourage readers to take your paper with them on vacation and have them take photos. If you can, give the person who went the farthest every month a prize.

• Bringing readers into your budget meetings

• Readers go above the fold

• Meeting the average folks


Like to win stuff?

Every holiday or special event should be a signal to involve readers. Keep in mind major pop culture moments, such as the ending to the hit show the “Sopranos.” Find advertising support with each contest.


This newspaper asked readers what they were thankful for and filled their entire Thanksgiving edition with those good stories and photos.

Every week this paper takes a photo of something and readers are asked to call in and guess what it is.

If you’re spotted in the crowd and stop by the local bowling alley with the paper in hand, you win a prize.



Hannibal, Mo., tells readers how many local stories they produced every month.


Let’s navigate

READERSHIP: THE IMPERATIVES | READERS IN THE KNOW

What you need to know




This newspaper posed 10 of the more than 100 new questions on the immigration test to readers, along with a breakout on how locals did when posed some of the questions.




Notebooks are a great way for beat reporters to get in those items that don’t fit into stories


Great way to present census figures information.


Seeking a feature that allows readers to submit questions. Also could be used as a way to provide readers real quick updates.

READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND







READERSHIP: THE IMPERATIVES | PROMOTING CONTENT

Tell readers it’s coming

Be as specific as possible in promotions. Items don’t have to be huge investigative pieces. Simple features readers like work, like honor rolls.

READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS

Readers want: People stories








Other submitted content ideas:

• Outdoors what I caught, killed

• Page of youth sports title photos

• Page of club photos, club notes

• What I did over my summer vacation

• Fourth of July cookouts

READERSHIP: THE IMPERATIVES | FEATURES CONTENT

Readers want: Lifestyle




READERSHIP: THE IMPERATIVES | GO & DO IT INFORMATION

Readers want: Go & Do It

If you can’t come up with five best bets for the area, consider picking an editor’s pick event of the day.

READERSHIP: THE IMPERATIVES | POLICE

Readers want: Crime news Other police ideas:

• Crime notebook

• Best of the blotter this week

• Heard on the scanner

READERSHIP: THE IMPERATIVES | SPORTS

Readers want: Sports




Consider a rotation of features for your sports section — rec feature, volleyball feature of the week, etc.



READERSHIP: THE IMPERATIVES | IDEAS

More good ideas


This newspaper ran a series over 40 days during the summer on 40 things the town was known for.


The “Got Grit” series looked at places with rough reputations, then showed what they are really like.


This project broke down key information about every school, including names of new teachers, new programs and changes to policy.





More ideas:

www.apme.com

www.readership.org

www.ghnewsroom.com

News & Politics

Readership best practices PowerPoint