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Getting Traction on Readership: The Southern Illinoisan (Carbondale-Herrin-Murphysboro, IL)

The Southern Illinoisan (Carbondale-Herrin-Murphysboro, IL)
Daily Circulation: 28,267
Sunday Circulation: 36,381

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.
Redesign made paper more navigable.

Redesigned flag driving home brand.

Emphasize local news

Zoned editions

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?
Zoning. Zeroing in on customers.

What is the most persuasive indication you have that your readership efforts are producing results?
I started as editor only five months ago but talk on the street is upbeat and positive.

What is the most important lesson you have learned as you have worked on readership in the last few years?
Style is never more important than substance.

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?
Seize those young readers!

Getting Traction on Readership


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