The Readership Institute conducted the News Readers study in late 2003-early 2004 to address newspapers' primary challenge - to build new generations of readers to replace older, heavier core readers.

The study surveyed 10,800 readers of 52 newspapers to see how they "experience" their newspapers, focusing on readers of color and those under 35. It also examined the content of these newspapers, analyzing 33,000 stories and visuals, 12,000 ads, and 21,000 in-paper content promotions. In addition, the researchers looked inside the newspaper organizations themselves to see how their workforces and managerial environments can affect their reader's experiences and readership.

The New Readers study answered three questions:

• What are readers' experiences with newspapers?
  
• How do these experiences impact usage?
  
• How can we use experiences to increase usage?

The research found that readers' "experience" with the newspaper is a better predictor of readership than content satisfaction. Simply put, newspapers must be more innovative in creating reader experiences that contribute to higher reading.

Overview

Reaching New Readers: Revolution not Evolution - PDF

"In Their Own Words": 2004 NAA/ASNE presentation - PowerPoint

"In Their Own Words": Spanish language version - PowerPoint

"Are You Ready to Innovate?": 2004 Readership Conference presentation - PowerPoint

"Talk About it" Website Innovation - PDF

Newspapers in Study

Consumers and Newspaper Reader Experiences

Key Newspaper Experiences - PDF

Complete List of Newspaper Experiences - PDF

Auditing Your Newspaper's Experiences - PDF

Measuring Results: How to Tell Whether Experience Innovations are Working - PDF

Content and Service: Current Drivers of Key Experiences - PDF

Appendix: Charts for News and Advertising Content and Service - PDF

The Effects of Childhood Exposure to Newspapers on Adult Readership - PDF

Editorial and Advertising Content

An Analysis of Content in 52 U.S. Daily Newspapers - PDF

Tables and Definitions

New Readers: Race, Ethnicity and Readership - PDF

The Newspaper Organization

New Readers: Culture Report - PDF

Guide to the New Readers Culture Report - PDF

What Makes a Newspaper Ready to Innovate? - PDF

Employee Engagement - PDF

Summary of Workforce Characteristics Findings - PDF

Results from the Readership Focus Survey - PDF

Methodology and Instruments

New Readers: Market Selection and Consumer Survey Methodology - PDF

Consumer Survey - PDF

Workforce Survey - PDF

Newspaper Composition Survey - PDF

Content Analysis Methodology - PDF

Content Analysis Forms