Readership best practices PowerPoint
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READERSHIPTHE IMPERATIVES
BEST IDEAS FOR YOUR NEWSROOM
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READERSHIP: THE IMPERATIVES
3035404550556065707580859095
100
1970 1975 1980 1985 1990 1995 2000 2004
55+
35-54
25-34
18-24
Decline of readership
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READERSHIP: THE IMPERATIVES
But why the decline?
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READERSHIP: THE IMPERATIVES
We’re boring!
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READERSHIP: THE IMPERATIVES
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
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READERSHIP: THE IMPERATIVES
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)
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READERSHIP: THE IMPERATIVES
Connecting with readers1. Reader Advisory Boards
2. Focus groups
3. Town Hall events
4. Submitted content, contests
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READERSHIP: THE IMPERATIVES
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.
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READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
How do you involve readers in your paper?
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READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
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READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
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Instead of just running a local brief about this community bake sale, this newspaper got involved in the action.
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Don’t just tell readers about upcoming games, help them get into the game.
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Readers love old photos. But be specific. This newspaper wants photos of music memories. Build galleries online.
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We love animals. This newspaper offers a contest when readers can submit photos of their favorite pet.
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Ask readers to submit photos of their vacation trips, homecoming dances, proms, Christmas parties, etc.
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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.
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• Bringing readers into your budget meetings
• Readers go above the fold
• Meeting the average folks
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READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
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.
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READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
This newspaper asked readers what they were thankful for and filled their entire Thanksgiving edition with those good stories and photos.
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Every week this paper takes a photo of something and readers are asked to call in and guess what it is.
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If you’re spotted in the crowd and stop by the local bowling alley with the paper in hand, you win a prize.
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READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
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READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
Hannibal, Mo., tells readers how many local stories they produced every month.
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READERSHIP: THE IMPERATIVES
Let’s navigate
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READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
What you need to know
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READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
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READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
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READERSHIP: THE IMPERATIVES | READERS IN THE 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.
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READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
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READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
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READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
Notebooks are a great way for beat reporters to get in those items that don’t fit into stories
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READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
Great way to present census figures information.
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READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
Seeking a feature that allows readers to submit questions. Also could be used as a way to provide readers real quick updates.
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READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
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READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
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READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
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READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
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READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
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READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
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READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
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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.
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READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
Readers want: People stories
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READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
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READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
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READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
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READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
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READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
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READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
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READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
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
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READERSHIP: THE IMPERATIVES | FEATURES CONTENT
Readers want: Lifestyle
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READERSHIP: THE IMPERATIVES | FEATURES CONTENT
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READERSHIP: THE IMPERATIVES | FEATURES CONTENT
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READERSHIP: THE IMPERATIVES | FEATURES CONTENT
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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.
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READERSHIP: THE IMPERATIVES | POLICE
Readers want: Crime news Other police ideas:
• Crime notebook
• Best of the blotter this week
• Heard on the scanner
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READERSHIP: THE IMPERATIVES | SPORTS
Readers want: Sports
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READERSHIP: THE IMPERATIVES | SPORTS
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READERSHIP: THE IMPERATIVES | SPORTS
Consider a rotation of features for your sports section — rec feature, volleyball feature of the week, etc.
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READERSHIP: THE IMPERATIVES | SPORTS
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READERSHIP: THE IMPERATIVES | SPORTS
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READERSHIP: THE IMPERATIVES | IDEAS
More good ideas
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READERSHIP: THE IMPERATIVES | IDEAS
This newspaper ran a series over 40 days during the summer on 40 things the town was known for.
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READERSHIP: THE IMPERATIVES | IDEAS
The “Got Grit” series looked at places with rough reputations, then showed what they are really like.
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READERSHIP: THE IMPERATIVES | IDEAS
This project broke down key information about every school, including names of new teachers, new programs and changes to policy.
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READERSHIP: THE IMPERATIVES | IDEAS
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READERSHIP: THE IMPERATIVES | IDEAS
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READERSHIP: THE IMPERATIVES | IDEAS
More ideas:
www.apme.com
www.readership.org
www.ghnewsroom.com