Daily Circulation: 74,586
Sunday Circulation: 83,387


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
Major emphasis on local-local. Reporting on schools has been increased significantly. We have also put major emphasis on our University of Nebraska Husker sports coverage. Coverage of area towns outside of our home coverage has been increased significantly.

Brand
Major marketing effort to develop our brand. One example is our Friday entertainment section, Ground Zero. We promote aggressively and sponsor events.

Service
Continue to work hard to make sure the paper is on the doorstep when our customers want the newspaper and in good shape. District manager pay has been increased significantly to attract better employees and lower turnover.



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?
Our school strategy. People can't get enough about their schools so we give them a great deal of information. We have dedicated pages on Sunday and Monday.



What is the most persuasive indication you have that your readership efforts are producing results?
Circulation has been up.



What is the most important lesson you have learned as you have worked on readership in the last few years?
The challenge of getting new readers is not easy and will always be a challenge.



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?
Promote more. Budget constraints.

Getting Traction on Readership

Survey Responses by Topic & Newspaper