Go and Do Information

“Go and do” information is the utility information that enables readers to take action on the stories they read in the newspaper. It’s phone numbers, addresses, Web URLs, ticket prices, where to get additional information. It is the core of all basic newspaper reporting: who, what, when, where, plus how can I get involved.

The Readership Institute’s Impact study found that go-and-do information is one of the factors that drives reader satisfaction as part of readers’ sense that the newspaper is “easy to read.”

Most newspapers include go-and-do information in their pages, however they don’t provide it with frequency or consistency. The Impact study found that only 10 percent of stories include go-and-do information, and fewer break that information out of the story into some kind of visible box. Further, much of the go-and-do information that newspapers publish is in the features and entertainment sections.

Improving go-and-do information means providing it consistently in all sections and all types of stories, and making the information prominent and easy to read. This gallery illustrates what some newspapers have done to increase the amount and prominence of their go-and-do information. The examples come from large newspapers, such as the Wall Street Journal and the Chicago Tribune, and small papers, such as The Gleaner in Henderson, KY, and The Truth in Elkhart, IN. It also includes some prototypes created for us by Ball State University journalism students to suggest design possibilities.

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Wall Street Journal The Wall Street Journal is particularly consistent about including with business and government stories boxes that explain what actions consumers can take. They are succinct and pointed. Here are three examples, two that incorporate graphic elements, and one that is just text.			Tacoma (WA) Tribune Few newspapers include go-and-do information with government and other institutional stories, although it often is available. The Tribune now makes this utility information a part of government stories whenever appropriate.
St. (MN) Paul Pioneer Press Pioneer Press consistently includes go-and-do information with government stories. The design is simple, yet effective.			The Truth, Elkhart, IN As in Tacoma and St. Paul, The Truth makes it a priority to have go-and-do boxes accompany institutional stories whenever the information is available. Here are two such examples, one accompanying a government budget story, the other with an education story. Note the simple typographical treatment The Truth uses that makes the information stand out without creating a burden on designers or the copy desk.
The Gleaner, Henderson, KY The Gleaner also includes go-and-do boxes with all government and institutional stories. Like The Truth, it is a small newspaper, so developed a simple box with a drop shadow to give the box visual appeal and prominence without creating a design headache for the desk.			Ball State University prototypes Journalism students at Ball State University designed several prototype go-and-do boxes to accompany government or other institutional stories. Here are three text-only examples that combine visual appeal with clean, uncluttered lines and ease of execution. There is also one that incorporates a small photo to illustrate the possibilities of photographic “clip art.”
Chicago Tribune This planner gives the what, where and when for a week’s worth of conventions, business meetings and workshops, along with dates for upcoming financial reports.			The Gleaner, Henderson, KY Go-and-do information sometimes is better presented as a graphic than as text. This map is a good example. It was opening day at the high school and a new traffic pattern for drop-off and pickup by cars and buses was in effect. This graphic was worth a thousand words for parents.
St. (MN) Paul Pioneer Press The “Jackhammer Alert” is a regular feature in the Pioneer Press. It artfully combines text and a map to warn readers of road headaches and provides detour information.			Ball State University prototypes Here are some additional examples of go-and-do boxes that have been dressed up with photographic “clip art.” It’s an easy concept: Build a file of photographic images of common items and add to it as necessary. Start with the basics: various pieces of sports equipment and often used items. You can also use recognizable local icons, such as the pediment over the door to city hall, a police badge, etc. The advantage photographs have over regular clip art is that they look more sophisticated and less dated. Once the file is created, it’s an easy matter to pull a clip for use in a logo, go-and-do box, skybox, etc.
St. (MN) Paul Pioneer Press Entertainment and sports are the two areas in which newspapers most consistently provide go-and-do information, in both large and small ways. This two-page planner is a particularly good effort, with not only day-by-day listings, but “plan ahead” information for one and two weeks out, and maps where appropriate.			The Truth, Elkhart, IN The Truth provides readers plenty of actionable information with a thorough double-truck calendar every day. Activities are arranged by community.
The Times of Northwest Indiana, Munster A few years ago The Times created an entire Saturday go-and-do section focused around the typical Saturday activities of shopping, chores, trips and entertainment. Everything about the section is designed to help readers get the most out of their Saturday with the least amount of effort.			Desert Sun, Palm Springs, CA In its visitors' edition, the Desert Sun includes detailed go-and-do information with every story, including detailed driving directions.
Arizona Tribune Every story on the Tribune’s entertainment section front includes go-and-do information: trip stories have “if you go” boxes, movie reviews have critics’ ratings and MPAA ratings, and TV stories have time and channel information.			Chicago Tribune The Tribune, which runs extensive entertainment listings Friday and Sunday, supplements those with the “Planner” in its daily feature section that includes same day and next day performances. Note that each item includes a short description of the performer or performance to give readers extra guidance.
The Truth, Elkhart, IN By pulling the go-and-do information out of the story and into a separate box, The Truth makes it easier for the reader to find the information and easier for the writer to tell the story.			The Patriot-News, Harrisburg, PA Useful reader information is prominently presented and thorough in The Patriot-News. Note on the restaurant review page how large and prominently placed the go-and-do information is. In the “If you go” box accompanying the 4-H story, notice the detailed driving instructions.
Las Vegas Review-Journal Along with box scores, the sports pages include this uncluttered package with TV and radio times for games, sports on the Web, and a complete listing of times, days and places for upcoming games of local interest.			A feature story isn’t complete until it tells readers how they can get more information or get involved. This box accompanied a feature about amateur theater, and includes not only lists of theaters holding auditions but a tip box on how to prepare for an audition.

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