Readership Institute: Impact Study: Editorial & Advertising Content

In 2000, the Readership Institute completed the most ambitious analysis of U.S. daily newspaper content in decades. This study, part of Impact, looked at 75,000 stories in 100 different newspaper titles spread across the country. The following sections detail that study's findings and explores way to increase reader satisfaction with editorial and advertising content.

Newspaper Content Analysis: Overview Page
The Impact study found that improving the quality of editorial and advertising content - and promoting this content more effectively - have a great potential for increasing newspaper readership. Read the Impact study's findings on newspaper content and consumer preferences and learn how to evaluate your own newspaper's content.

Increasing Content Satisfaction: Overview Page
Learn how to increase newspaper readership by focusing on high potential areas for improving satisfaction with editoral and advertising content.

Content Promotion: Overview Page
In-paper content promotion increases satisfaction and readership, particularly among infrequent readers. Learn about what in-paper is, what it can do, and how to improve it.

Best Practices Galleries: Overview Page
See what different newspapers are doing to grow readership. Seven galleries of innovative examples and ideas for obituaries, reader's guides, advertising, content promotion, go-and-do information, and "ordinary people" stories.