Daily Circulation: 256,520
Sunday Circulation: 376,878


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
Weekly Sunday Magazine changed to a monthly frequency and added Parade.

Launched El Sentinel and elsentinel.com, weekly bi-lingual newspaper and accompanying Web site.

Launched "Rush," a weekly focus page on extreme sports for youth.

Launched the Orlando Sentinel High School Sports Show on TV with tie-ins to newspaper sports coverage.

Launched JobXtra, a free, weekly niche pub with job listings.

Launched "Southwest", a weekly section with local news and advertising that is distributed in the fast growing Southwest corner of the Orlando market.

Launched a Wednesday help wanted section called "Working".

Launched two new columns: a business "names and faces" in our Money section and "Taking Names", a local celebrity column of people news.

Brand
Completed a comprehensive brand study that resulted in common branding across products and services.

Changed the front of the Sunday employment section to "Careerbuilder".

Service
Introduced 5:30 a.m. home delivery Mon-Sat. to every PMA delivery area.

Culture
Introduced "cascading goals" which summarize objectives for every department and are communicated to every employee.



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?
El sentinel project is noteworthy if you have a sizable Hispanic population.

The High School sports niche is very loyal and engaged.

5:30 delivery is essential in markets with long commuting times.



What is the most persuasive indication you have that your readership efforts are producing results?
Specific audience segments that have been targeted by our readership actions are showing increases in readership.



What is the most important lesson you have learned as you have worked on readership in the last few years?
It must be coordinated across departments and you must measure market conditions and results constantly.



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 would like to research the fast changing Hispanic market in our area but the current economic climate hasn't enabled us to do it.

Getting Traction on Readership

Survey Responses by Topic & Newspaper