READERSHIP THE IMPERATIVES BEST IDEAS FOR YOUR NEWSROOM
READERSHIP:  THE IMPERATIVES Decline of readership
READERSHIP:  THE IMPERATIVES But why the decline?
READERSHIP:  THE IMPERATIVES We’re boring!
READERSHIP:  THE IMPERATIVES Readership report <ul><li>Culture </li></ul><ul><ul><li>1  Adaptive, constructive, attuned to...
READERSHIP:  THE IMPERATIVES Key readership drivers <ul><ul><li>1.  People-oriented stories, announcements, obits </li></u...
READERSHIP:  THE IMPERATIVES Connecting with readers <ul><ul><li>Reader Advisory Boards </li></ul></ul><ul><ul><li>Focus g...
READERSHIP:  THE IMPERATIVES We can help you get there <ul><ul><li>You’re about to see a ton of new ideas. Don’t fret. You...
READERSHIP:  THE IMPERATIVES | READER INVOLVEMENT How do you involve readers in your paper?
READERSHIP:  THE IMPERATIVES | READER INVOLVEMENT
READERSHIP:  THE IMPERATIVES | READER INVOLVEMENT
 
 
 
Instead of just running a local brief about this community bake sale, this newspaper got involved in the action.
Don’t just tell readers about upcoming games, help them get into the game.
Readers love old photos. But be specific. This newspaper wants photos of music memories. Build galleries online.
We love animals. This newspaper offers a contest when readers can submit photos of their favorite pet.
Ask readers to submit photos of their vacation trips, homecoming dances, proms, Christmas parties, etc.
 
Encourage readers to take your paper with them on vacation and have them take photos. If you can, give the person who went...
•  Bringing readers into your budget meetings •  Readers go above the fold •  Meeting the average folks
READERSHIP:  THE IMPERATIVES | READER INVOLVEMENT Like to win stuff? Every holiday or special event should be a signal to ...
READERSHIP:  THE IMPERATIVES | READER INVOLVEMENT This newspaper asked readers what they were thankful for and filled thei...
Every week this paper takes a photo of something and readers are asked to call in and guess what it is.
If you’re spotted in the crowd and stop by the local bowling alley with the paper in hand, you win a prize.
READERSHIP:  THE IMPERATIVES | READER INVOLVEMENT
 
 
 
 
 
 
READERSHIP:  THE IMPERATIVES | READER INVOLVEMENT Hannibal, Mo., tells readers how many local stories they produced every ...
READERSHIP:  THE IMPERATIVES Let’s navigate
 
 
 
 
 
READERSHIP:  THE IMPERATIVES | READERS IN THE KNOW What you need to know
READERSHIP:  THE IMPERATIVES | READERS IN THE KNOW
 
 
 
 
READERSHIP:  THE IMPERATIVES | READERS IN THE KNOW
READERSHIP:  THE IMPERATIVES | READERS IN THE KNOW This newspaper posed 10 of the more than 100 new questions on the immig...
READERSHIP:  THE IMPERATIVES | READERS IN THE KNOW
READERSHIP:  THE IMPERATIVES | READERS IN THE KNOW
READERSHIP:  THE IMPERATIVES | READERS IN THE KNOW Notebooks are a great way for beat reporters to get in those items that...
READERSHIP:  THE IMPERATIVES | READERS IN THE KNOW Great way to present census figures information.
READERSHIP:  THE IMPERATIVES | READERS IN THE KNOW Seeking a feature that allows readers to submit questions. Also could b...
READERSHIP:  THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
 
 
READERSHIP:  THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
READERSHIP:  THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
READERSHIP:  THE IMPERATIVES  | EASY TO NAVIGATE, UNDERSTAND
 
READERSHIP:  THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
READERSHIP:  THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
READERSHIP:  THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
READERSHIP:  THE IMPERATIVES | PROMOTING CONTENT Tell readers it’s coming Be as specific as possible in promotions. Items ...
READERSHIP:  THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS Readers want: People stories
READERSHIP:  THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
READERSHIP:  THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
READERSHIP:  THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
READERSHIP:  THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
READERSHIP:  THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
READERSHIP:  THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
READERSHIP:  THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS Other submitted content ideas: •  Outdoors what I caug...
READERSHIP:  THE IMPERATIVES | FEATURES CONTENT Readers want: Lifestyle
READERSHIP:  THE IMPERATIVES | FEATURES CONTENT
READERSHIP:  THE IMPERATIVES | FEATURES CONTENT
READERSHIP:  THE IMPERATIVES | FEATURES CONTENT
READERSHIP:  THE IMPERATIVES | GO & DO IT INFORMATION Readers want: Go & Do It If you can’t come up with five best bets fo...
READERSHIP:  THE IMPERATIVES | POLICE Readers want: Crime news Other police ideas: •  Crime notebook •  Best of the blotte...
READERSHIP:  THE IMPERATIVES | SPORTS Readers want: Sports
READERSHIP:  THE IMPERATIVES | SPORTS
READERSHIP:  THE IMPERATIVES | SPORTS
READERSHIP:  THE IMPERATIVES | SPORTS Consider a rotation of features for your sports section — rec feature, volleyball fe...
READERSHIP:  THE IMPERATIVES | SPORTS
READERSHIP:  THE IMPERATIVES | SPORTS
READERSHIP:  THE IMPERATIVES | IDEAS More good ideas
READERSHIP:  THE IMPERATIVES | IDEAS This newspaper ran a series over 40 days during the summer on 40 things the town was ...
READERSHIP:  THE IMPERATIVES | IDEAS The “Got Grit” series looked at places with rough reputations, then showed what they ...
READERSHIP:  THE IMPERATIVES | IDEAS This project broke down key information about every school, including names of new te...
READERSHIP:  THE IMPERATIVES | IDEAS
READERSHIP:  THE IMPERATIVES | IDEAS
READERSHIP:  THE IMPERATIVES | IDEAS
READERSHIP:  THE IMPERATIVES | IDEAS More ideas: www.apme.com www.readership.org www.ghnewsroom.com
Upcoming SlideShare
Loading in …5
×

Readership best practices PowerPoint

640 views

Published on

I have used this presentation as part of the training we do when redesigning newspapers.

Published in: News & Politics, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
640
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Readership best practices PowerPoint

  1. 1. READERSHIP THE IMPERATIVES BEST IDEAS FOR YOUR NEWSROOM
  2. 2. READERSHIP: THE IMPERATIVES Decline of readership
  3. 3. READERSHIP: THE IMPERATIVES But why the decline?
  4. 4. READERSHIP: THE IMPERATIVES We’re boring!
  5. 5. READERSHIP: THE IMPERATIVES Readership report <ul><li>Culture </li></ul><ul><ul><li>1 Adaptive, constructive, attuned to readers </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>2 Excellent </li></ul></ul><ul><ul><li>Editorial and advertising content </li></ul></ul><ul><ul><li>3 Improve high-potential content areas </li></ul></ul><ul><ul><li>4 Focus on a particular type of local news </li></ul></ul><ul><ul><li>5 Easier to read and more navigable </li></ul></ul><ul><ul><li>6 Improve advertising content </li></ul></ul><ul><ul><li>7 Promote content more effectively </li></ul></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>8 Build a positive brand relevant to readers </li></ul></ul>
  6. 6. READERSHIP: THE IMPERATIVES Key readership drivers <ul><ul><li>1. People-oriented stories, announcements, obits </li></ul></ul><ul><ul><li>2. Health, home, food, fashion, business and travel </li></ul></ul><ul><ul><li>3. Go-and-do-it information </li></ul></ul><ul><ul><li>4. P olitics, government and international issues, particularly those about war </li></ul></ul><ul><ul><li>5. Entertainment coverage, TV news </li></ul></ul><ul><ul><li>6. Police, crime </li></ul></ul><ul><ul><li>7. Science, technology, environment </li></ul></ul><ul><ul><li>8. Sports (Columns, tips, quick information) </li></ul></ul>
  7. 7. READERSHIP: THE IMPERATIVES Connecting with readers <ul><ul><li>Reader Advisory Boards </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Town Hall events </li></ul></ul><ul><ul><li>Submitted content, contests </li></ul></ul>
  8. 8. READERSHIP: THE IMPERATIVES We can help you get there <ul><ul><li>You’re about to see a ton of new ideas. Don’t fret. You can do this and we can help. We can help develop templates for what you’re about to see, on-site training, play support roles, etc. </li></ul></ul>
  9. 9. READERSHIP: THE IMPERATIVES | READER INVOLVEMENT How do you involve readers in your paper?
  10. 10. READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
  11. 11. READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
  12. 15. Instead of just running a local brief about this community bake sale, this newspaper got involved in the action.
  13. 16. Don’t just tell readers about upcoming games, help them get into the game.
  14. 17. Readers love old photos. But be specific. This newspaper wants photos of music memories. Build galleries online.
  15. 18. We love animals. This newspaper offers a contest when readers can submit photos of their favorite pet.
  16. 19. Ask readers to submit photos of their vacation trips, homecoming dances, proms, Christmas parties, etc.
  17. 21. Encourage readers to take your paper with them on vacation and have them take photos. If you can, give the person who went the farthest every month a prize.
  18. 22. • Bringing readers into your budget meetings • Readers go above the fold • Meeting the average folks
  19. 23. READERSHIP: THE IMPERATIVES | READER INVOLVEMENT Like to win stuff? Every holiday or special event should be a signal to involve readers. Keep in mind major pop culture moments, such as the ending to the hit show the “Sopranos.” Find advertising support with each contest.
  20. 24. READERSHIP: THE IMPERATIVES | READER INVOLVEMENT This newspaper asked readers what they were thankful for and filled their entire Thanksgiving edition with those good stories and photos.
  21. 25. Every week this paper takes a photo of something and readers are asked to call in and guess what it is.
  22. 26. If you’re spotted in the crowd and stop by the local bowling alley with the paper in hand, you win a prize.
  23. 27. READERSHIP: THE IMPERATIVES | READER INVOLVEMENT
  24. 34. READERSHIP: THE IMPERATIVES | READER INVOLVEMENT Hannibal, Mo., tells readers how many local stories they produced every month.
  25. 35. READERSHIP: THE IMPERATIVES Let’s navigate
  26. 41. READERSHIP: THE IMPERATIVES | READERS IN THE KNOW What you need to know
  27. 42. READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
  28. 47. READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
  29. 48. READERSHIP: THE IMPERATIVES | READERS IN THE KNOW This newspaper posed 10 of the more than 100 new questions on the immigration test to readers, along with a breakout on how locals did when posed some of the questions.
  30. 49. READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
  31. 50. READERSHIP: THE IMPERATIVES | READERS IN THE KNOW
  32. 51. READERSHIP: THE IMPERATIVES | READERS IN THE KNOW Notebooks are a great way for beat reporters to get in those items that don’t fit into stories
  33. 52. READERSHIP: THE IMPERATIVES | READERS IN THE KNOW Great way to present census figures information.
  34. 53. READERSHIP: THE IMPERATIVES | READERS IN THE KNOW Seeking a feature that allows readers to submit questions. Also could be used as a way to provide readers real quick updates.
  35. 54. READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
  36. 57. READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
  37. 58. READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
  38. 59. READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
  39. 61. READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
  40. 62. READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
  41. 63. READERSHIP: THE IMPERATIVES | EASY TO NAVIGATE, UNDERSTAND
  42. 64. READERSHIP: THE IMPERATIVES | PROMOTING CONTENT Tell readers it’s coming Be as specific as possible in promotions. Items don’t have to be huge investigative pieces. Simple features readers like work, like honor rolls.
  43. 65. READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS Readers want: People stories
  44. 66. READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
  45. 67. READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
  46. 68. READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
  47. 69. READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
  48. 70. READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
  49. 71. READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS
  50. 72. READERSHIP: THE IMPERATIVES | PEOPLE CONTENT, OBITS, ANNOUNCEMENTS Other submitted content ideas: • Outdoors what I caught, killed • Page of youth sports title photos • Page of club photos, club notes • What I did over my summer vacation • Fourth of July cookouts
  51. 73. READERSHIP: THE IMPERATIVES | FEATURES CONTENT Readers want: Lifestyle
  52. 74. READERSHIP: THE IMPERATIVES | FEATURES CONTENT
  53. 75. READERSHIP: THE IMPERATIVES | FEATURES CONTENT
  54. 76. READERSHIP: THE IMPERATIVES | FEATURES CONTENT
  55. 77. READERSHIP: THE IMPERATIVES | GO & DO IT INFORMATION Readers want: Go & Do It If you can’t come up with five best bets for the area, consider picking an editor’s pick event of the day.
  56. 78. READERSHIP: THE IMPERATIVES | POLICE Readers want: Crime news Other police ideas: • Crime notebook • Best of the blotter this week • Heard on the scanner
  57. 79. READERSHIP: THE IMPERATIVES | SPORTS Readers want: Sports
  58. 80. READERSHIP: THE IMPERATIVES | SPORTS
  59. 81. READERSHIP: THE IMPERATIVES | SPORTS
  60. 82. READERSHIP: THE IMPERATIVES | SPORTS Consider a rotation of features for your sports section — rec feature, volleyball feature of the week, etc.
  61. 83. READERSHIP: THE IMPERATIVES | SPORTS
  62. 84. READERSHIP: THE IMPERATIVES | SPORTS
  63. 85. READERSHIP: THE IMPERATIVES | IDEAS More good ideas
  64. 86. READERSHIP: THE IMPERATIVES | IDEAS This newspaper ran a series over 40 days during the summer on 40 things the town was known for.
  65. 87. READERSHIP: THE IMPERATIVES | IDEAS The “Got Grit” series looked at places with rough reputations, then showed what they are really like.
  66. 88. READERSHIP: THE IMPERATIVES | IDEAS This project broke down key information about every school, including names of new teachers, new programs and changes to policy.
  67. 89. READERSHIP: THE IMPERATIVES | IDEAS
  68. 90. READERSHIP: THE IMPERATIVES | IDEAS
  69. 91. READERSHIP: THE IMPERATIVES | IDEAS
  70. 92. READERSHIP: THE IMPERATIVES | IDEAS More ideas: www.apme.com www.readership.org www.ghnewsroom.com

×