Daily Circulation: 700


List the major steps you have taken in the last four years to increase readership. Please organize your response under four headings: content, brand, service, culture.

Content
We added an editorial section to our newspaper, which previously only published legal notices.

Brand
Plans are in the works for television advertising to enhance our brand recognition.

Service
We added a subscription service to our web page.

Culture
No changes.



What is the most innovative, successful or noteworthy thing you have done on readership that you think other papers might learn from or want to emulate?
We started targeting college students, a previously untapped market for us.



What is the most persuasive indication you have that your readership efforts are producing results?
Our subscriptions have increased, and our display advertising has been more effective.



What is the most important lesson you have learned as you have worked on readership in the last few years?
Know your niche. That way, you understand your potential readers, and they are easier to find.



What would you like to do on readership that you have not been able to do and why haven't you been able to do it?
We are going to try to work some deals with area law schools. We're also going to market to young lawyers who have just passed the Bar. We haven't tried these ideas yet.

Getting Traction on Readership

Survey Responses by Topic & Newspaper