The Impact study
of Readership begins and ends with consumers. How do consumers use information?
How do newspapers fit into consumers' daily lives? How can newspapers
serve readers better and increase readership?
are fundamental to every aspect of Impact. For that reason the Readership
Institute fielded a monumental study of media use in 100 markets across
the country including responses from 37,000 consumers. From this study
we see the areas of content, brand and service with the greatest potential
to increase readership. We also learn a great deal about media use patterns
and how readers use newspapers. Read on to learn more about media use
and what newspapers can do to improve readership.
Building Readership from a Consumer Perspective: Overview Page
Read the results of the the Impact Study's survey
of consumers and their media usage, and learn
what areas have the highest potential to
Newspapers Can Better Serve African Americans and
Hispanics: Overview Page
Learn more about African-American and
Hispanic consumers and how newspapers
can serve them better.
U.S. Daily Newspaper
Readership During the War with Iraq: Overview
The war with Iraq provided the Readership Institute with an opportunity to look at important questions facing newspapers as they stategized to maintain and increase readership. Read about the findings here.