If newspapers can deliver what their customers consider excellent service, then Reader Behavior Scores (greater time, frequency, completeness) will rise. But the bar is set very high.

In terms of their customers' current satisfaction with service, most newspapers already have a high rating. The industry average is 4.25 on a 5-point scale as the chart at right shows. Note that incremental improvements in service below 4 on the scale have limited impact on Reader Behavior Scores. It's only when newspapers make improvements in what their customers concede already is good service do we see substantial improvements in RBS.

Yet the potential to drive readership is also high. The RBS line moves up sharply with service that exceeds the current industry average.

If service excellence improves readership, the next step is to understand what "excellent" service looks like. In this section you will find what the 10 impact newspapers with the highest customer service scores do differently from their peers, and which readers are most sensitive to service issues.


High Potential Service Areas
See which components of service have the greatest potential to grow readership.

The Baltimore Sun's "Legendary" Customer Service - PowerPoint
View a presentation on the Baltimore Sun's approach for achieving service excellence.

Impact Study: Overview Page

Impact Study: Readership in Action

Impact Study: Newspaper Consumers

Impact Study: Editorial & Advertising Content

Impact Study: Culture & Management Practices

Impact Study: Brand Perceptions

Impact Study: Participating Newspapers

How the Impact Newspapers Were Selected

Definitions