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
- What are readers' experiences
- How do these experiences
- 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.