The Readership Institute was launched in October 1999 because of a strong
but unproved belief among newspaper leaders that the decline in readership
a slow but steady trend over the past 30 years could be reversed.
The Impact study was designed to test this
belief to help newspapers grow sustainable
readership through research that can be put
into action and yield measurable results. Impact
- What enables newspapers to get above-average results with readers?
- How does specific newspaper content and service influence readership?
- How do newspapers' people, culture and management practices influence
readership, or enable newspapers to change to meet changing reader needs
To answer these questions, Impact studied
more than 37,000 consumers in 100 daily
newspaper markets across the U.S. In addition,
Impact looked at 74,000 stories as part of
a content analysis of these newspapers,
covering all types of news information that
appear in daily and Sunday newspapers, and
some types of advertising. Impact also did
an in-depth exploration of the newspapers'
The Institute's Impact study
has shown that if newspapers improve their
editorial and advertising content, culture
and management practices, brand
excellence, readership can grow.
Impact Quick-Read Summary - PDF
A brief guide to the Impact
The Power to Grow Readership - PDF
A report on the results of the Impact study, including
the eight imperatives to grow readership.
The Power to Grow Readership - PowerPoint
A PowerPoint presentation on the Impact study.
El Poder Para Aumentar la Lectoria - PowerPoint
A Spanish language version of "The Power
to Grow Readership" PowerPoint presentation.
The Impact of Impact - PDF
An ongoing report on how newspapers are putting the Impact study to work.