Daily Circulation: 29,998
Sunday Circulation: 40,155


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 special sections for homes and TV into glossy quarterfold products, with an emphasis on livelier make-up on Content for younger readers.

Brand
Working on developing new promotional campaign for Branding, trying to better coordinate brand image for readers and advertisers.

Service
In advertising, we restructured ad and pre-press departments into teams - where sales reps and production people now share In commitment In provide better Service to advertising customers. In circulation, we have rewritten job descriptions for customer Service reps to better emphasize a sales component for their jobs.



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?
New Homes section went from a routine 12-page tabloid to a 56-page quarterfold with a glossy cover. Through design and content, we consciously tried to emphasize a target audience of younger home-owners.



What is the most persuasive indication you have that your readership efforts are producing results?
Regular reader feedback on our Homes magazine is positive. In addition, advertising volume as doubled as our advertisers continue to get good response from the product.



What is the most important lesson you have learned as you have worked on readership in the last few years?
We must not be afraid to try to new things. Our older readers are still valuable and we don't want to offend them... but they are quite open to changes that we are making in our quest for young readers, infrequent readers and newcomers.



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?
Working on a new daily zoned product to attract readers in specific zip codes but have not been able to pull all the pieces together for that yet.

Getting Traction on Readership

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