the outset of the Impact study, the Readership Institute felt that if
the newspaper industry were going to grow readership, it first had to
overcome the internal barriers that keep it from taking action. So in
addition to the studies on consumers and newspaper content, we studied
the internal operating cultures of the newspapers in the study. We found
that culture is, in fact, linked to readership.
There are two basic
types of organizational culture, constructive and defensive. Impact
research shows that newspapers with constructive cultures tend also
to have higher readership (RBS). The finding echoes results from hundreds
of studies in other businesses that link the culture of the workplace
to business outcomes.
Yet, the Impact
study found that the overwhelming majority of newspapers have defensive
Inside Newspaper Culture
more about what culture is and read the results of the Readership
Institute's study of newspaper industry culture.
Culture Report: A Profile of the Impact Newspapers and Their Departments - PDF
A complete version of our study
of newspaper industry culture.
Guide to Culture - PDF
A quick overview of organizational culture.
A Conversation about Changing Newspaper Culture - PDF
Robert Cooke of Human Synergistics and Mary Nesbitt, Managing Director of the Readership Institute, discuss the results of the culture study and what it means for newspapers.