(Michael P. Smith)

How easy is it to grow audience today? Not that hard if you are focused on the customer and make it a company-wide effort.

The South Florida Sun-Sentinel is a great case in point. Our Readership Institute bloggers have focused on the Sun-Sentinel’s marketing efforts in previous posts (see here and here). There is a lot going on there to document for readership/audience fans.

Earl Maucker, senior vice president and editor of the Sun-Sentinel, has taught in the Media Management Center’s executive seminars in the past. His presentation on how to bridge the gap between editorial and marketing is based upon 10 principles that have ignited readership growth. They are:

1. Deliver exclusive, high impact, locally relevant content in optimal formats for each of our media.
Example: After Hurricane Wilma damaged cars across South Florida, the Sun-Sentinel gave tips on how to cope with the long waits for car repair.




2. Connect with consumers through people-oriented stories that view the world through their eyes and provide rewarding experiences.
Examples: Page 1A news you can use based upon every day events.




3. Help consumers with the personally useful, “you-focused” information that enables them to navigate their daily lives.
Example: An eight-person help team is at the forefront of the Sun-Sentinel’s commitment to local, helpful and useful information.




4. Using stimulating visuals, strong navigation, digests, breakouts and other storytelling devices to guide consumers to information they value.
Example: The Page 1A digest is highly designed and organized, causing readers to spend more time with the paper.




5. Differentiate ourselves through unique consumer values and vigorously promote the benefits of our content.
Example: Page 1A shows how the Sun-Sentinel differentiates itself through story selection from competitors.




6. Innovate continuously to meet consumers’ changing needs and interests.
Example: Page 1A is constantly redesigned.








7. Do more watchdog journalism, making sure it’s clearly labeled, promoted and cross-promoted.
Example: Dramatic display of investigative stories.




8. Make the newspaper and Web site a strong voice in the community through powerful journalism, lively writing and personality. Invite consumers to participate in the discussion whenever possible.
Example: Writer Rod Hagwood works in multiple platforms.




9. Combat perceptions of bias that are inhibiting consumers, in part by building a staff with diverse voices and backgrounds.
Example: Columnists from a variety of backgrounds.




10. Encourage and enable interactivity of all kinds – between staff and consumers, among readers/users and with the community at large.
Example: Readers and columnists communicate through blogs.




By Michael P. Smith (m-smith3@northwestern.edu)
Michael P. Smith is executive director of the Media Management Center.