Daily Circulation: 29,169
Sunday Circulation: 40,270
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
Subject matter, including special sections, directed at seniors, Generation X, sports buffs of various kinds.

Better advance promotion of coming enterprise stories and projects.

Reader involvement in the newspaper and on the Web site.

Strong use of the Web site as an alter ego to the print product.

Brand
Star-Gazette brand is everywhere, including under the ice at the local hockey arena.

Brand always features Web site url.

Have become more discerning in use of the brand, seeking a qualitative separation from our competitors.

Service
Longer customer service hours.

Better home delivery options, including resumption of some porch delivery.

Started a 8:30 a.m. delivery to downtown businesses.

Credit card payment option in addition to almost 100% pay by mail.

Culture
Newspaper is responsive to the community.

Department heads and management team involved in many community organizations.

Newspaper - as an institution and through its staff - plays a lead role in improving the community.



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 readers have learned that the Web site IS the newspaper. When local or national news breaks, this newspaper's Web site usage spikes.



What is the most persuasive indication you have that your readership efforts are producing results?
Readership survey conducted this winter shows this newspaper which exceeded the Gannett average on all key measures three years ago, has strengthened its position despite a local recession and downsizing of the newsroom.



What is the most important lesson you have learned as you have worked on readership in the last few years?
Pay attention to the readers. Give them what they want, need and expect. But give them all three.

Getting Traction on Readership

Survey Responses by Topic & Newspaper