The Readership Institute and the American Society of Newspaper Editors have been partners for five years leading workshops around the country on growing audience and reach in the newspaper and online.

For 2008, the two organizations will offer six regional workshops exclusively about growing readership at newspapers' Web operations. This series of one-day seminars is intended for newspaper online staffs and print editors who have responsibility for, or control the contributions to, their newspapers' Web sites. The workshops emphasize practical, day-to-day actions online organizations can take to drive usage. For more information on the new workshops, contact ASNE Project Director Cristal Williams.

The regional workshops, all generously financed by a grant from the McCormick Tribune Foundation, began in 2002 with the goal of teaching newspaper employees how to apply the findings of the Readership Institute's original Impact study. The workshops focused on practical day-to-day actions newspapers should take to drive what the Readership Institute calls the four cornerstones: Content, Service, Culture and Brand. (Here is an annotated PowerPoint presentation covering the core message of the original workshops.


A Brief History

After two years and 24 seminars around the country in 2002-2003, we began a new series of seminars to spread the findings of the Readership Institute's 2004-2005 New Readers study. This study of readers of color and those under the age of 35 revealed the importance of readers' newspaper "experience" on newspaper consumption, particularly for those under 35. The study answered three questions:

• What are readers' experiences with newspapers?
  
• How do these experiences impact usage?
  
• How can we use experiences to increase usage?

The research found that readers' "experience" with the newspaper is a better predictor of readership than content satisfaction. Simply put, newspapers must be more innovative in creating reader experiences that contribute to higher reading.

The 24 seminars in 2005 and 2006, just like the original 24 Impact workshops, focused on practical, actionable ways to apply the research to improve readership.

Beginning in 2007, we launched the new series on growing readership on newspapers' Web sites. The core of the workshop grew out of new research by the Readership Institute in partnership with the Online Publishers Association into what drives users to Web sites – and what drives them away. The research explored Web users' experiences to learn how content and functionality mix to create user engagement.


What They Say about the Seminars

Steve and Ed,

I'm unable to attend in Salt Lake City, but we're sending 10 people...in a year when we have no training budget.

The Circ. Director and I were determined, so she kicked in the entire $1,000 she gets each year from our Parade partnership and I am making up the rest with money we won for a Scripps Howard national journalism award (Distinguished service to the First Amendment).

It's that important.

Why?

Because several years ago we took four people to your Portland road show on Impact and it emboldened us to make smart changes to the paper.

The Copy Desk Chief (this is not a typo) pushed for a classified ad promo in our Page One mast.

He put together a startlingly easy-to-read wire report.

The city editor took all the funky local news we were burying and promoted the heck out of it.

We added a TON of navigational aids, forward promotion of content, promotion of interior content.

And we got even more intent on tight writing that starts from a person, not a policy or an issue.

And we held hands with circulation, forging the newsroom's most natural alliance on recognition that we hunt the same customers.

What happened?

We grew, and grew and last year we were the 15th-fastest growing paper in America.

Most importantly, we have tools to fight the pitiful dispiritedness that has taken over newsrooms nationally.

So...Happy Monday. What you do makes a difference.


Dean Miller, Executive Editor
The Post Register
Idaho Falls, ID

Seminar Dates
Los Angeles, CA, Tuesday, March 18
Harrisburg, PA, Monday, April 28
Columbus, OH, Monday, May 19
Toronto, Ontario, Monday, June 2
Kansas City, MO, Tuesday, June 17
One more workshop to be announced

Registration Form

Steven S. Duke

Ed Baron

"Enjoyed the exercises, was given an opportunity to roll up sleeves and put on thinking and creative cap."

"It is good to work with instructors who know their subject and care about the biz."

"I wish I could attend one of these seminars at least twice a year, just to keep it all fresh! And for motivation."

"This was a great seminar and one of the few with useful information about reaching readers!"

"It was a very helpful seminar that allowed a lot of open, two-way communication."

"Great presentation. Insightful. Humorous. Professional. Top-notch. Thanks!"

"Steve and Ed were excellent instructors. I learned a lot and they were engaging."

"By far the most enlightening, interesting and energetic seminar I've ever attended (and it was 2 days long) excellent content and presentation."