Daily Circulation: 69,607
Sunday Circulation: 85,944


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
Redesigned the main news sections.

Standardized the order of sections and overall packaging.

Redesigned the weekly entertainment section.

Promote coming content in multiple places every day.

Grew sales of small ads to small advertisers, improving the mix of ad content.

Brand
We have moved to sponsorships that give us more value in terms of building the brand - rather than signing on as one of many sponsors for special events, we are seeking events where we can be the presenting sponsor. We are also ensuring that our logo is used correctly and consistently. Last year we ran a promotion campaign focusing on our principal local columnist, and we will do more promotion of key reporters in the future to show the unique offerings of the paper.

Service
We have opened two circulation distribution centers which will allow us to move guaranteed delivery from 6 a.m. to 5:30 a.m.



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?
The redesign was very successful in many ways. Two elements of that that other newspapers could employ are to improve the quality of local photos and play them more strongly. (Many newspapers appear to underestimate the power of outstanding photography to attract readers.) And build daily promotion of coming content into the design of every section front.



What is the most persuasive indication you have that your readership efforts are producing results?
There is no unambiguous indication. Our readership survey results show high readership, both in terms of penetration and the amount of time people spend with the paper. Our total RBS is 4.18, which is higher than the overall national average and the average for newspapers our size.



What is the most important lesson you have learned as you have worked on readership in the last few years?
The keys to good readership are useful and compelling content, supported by smart promotion, and good service.



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?
Improve the quality of local advertising, and package advertising with related content for readers who are interested in those subjects.

Getting Traction on Readership

Survey Responses by Topic & Newspaper