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.
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
Culture: Overview Page
more about the organizational culture at newspapers and its important
relationship to readership.
Orientation: Overview Page
what being "reader oriented" means
and how to foster it at your newspaper.
People Management Practices: Overview Page
newspapers hire, promote, train and compensate employees shapes
culture and performance. Read more about best practices and their
potential to increase readership.