Inside Satisfaction
1 / 36

T l charger - PowerPoint PPT Presentation

  • Updated On :

Inside Satisfaction. What it means, how to improve it. Stacy Lynch, Research Manager Readership Institute Presented to: The American Society of Newspaper Editors April 11, 2002. What We Already Know. Readership decline can be reversed Content directly drives readership

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about 'T l charger' - johana

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

Inside Satisfaction

What it means, how to improve it.

Stacy Lynch, Research Manager

Readership Institute

Presented to:

The American Society of Newspaper Editors

April 11, 2002

What we already know
What We Already Know

  • Readership decline can be reversed

  • Content directly drives readership

  • Some content topics have more potential than others

  • There are specific things that editors can do to improve satisfaction

Impact study s 3 cornerstones
Impact Study’s 3 Cornerstones


  • Sampled 37,000 readers

  • Largest sample ever

  • Asked each 450 questions

  • Across every type of newspaper

The Product

The Organization

  • Surveyed 5,500 employees

  • Organizational culture

  • Measured mgt. practices

  • Measured the workforce

  • Content analyses:

  • 100 newspapers

  • Counted 75,000 stories

  • Analyzed 47,500 stories

Three content imperatives
Three Content Imperatives

  • Emphasize content that drives RBS

  • Stress a particular type of local news

  • “Easy to read” content

Content that grows rbs
Content That Grows RBS

Top 9 topics with greatest RBS potential

  • News about community & ordinary people

  • 2. Health, home, food, fashion & travel

  • Politics, government, international

  • 4. Natural disasters & accidents

    • 5. Movies, TV & weather

    • 6. Business and personal finance

    • 7. Science, technology, environment

    • 8. Police & crime

    • 9. Sports

  • Imperative #3

    Stress a particular type oflocal news that increases RBS

    • Required Action:

    • Teach the staff about the type of local news that drives RBS

    Edit to drive rbs
    Edit To Drive RBS

    RBS is enhanced by:

    • News about the lives ofordinary people

    • News about community:“chicken dinner” news

    • Feature-style stories

    Imperative #4

    Create a much easier-to-read & more navigable newspaper

    • Required Actions:

      • Start with reporting & editing

      • Focus on these factors assoon as the story is assigned

    Easy to read content
    ‘Easy to Read’ Content

    • “Go-and-do” information

    • More stories about health,home, fashion, food

    • More feature-style stories

    • In-paper content promotion

    Understanding satisfaction
    Understanding “Satisfaction”

    • What does it mean when readers say that they’re “satisfied” with a story?

    • How do topic, news judgment and length affect the components of satisfaction?

    • Does the dynamic differ by gender, age, RBS, and education?

    Rating the stories
    Rating the stories

    • Ordinary readers & non-readers asked to read 5 stories and rate them

    • Test stories created for topics with broad-based interest: Crime, Education, Politics, Health

    • Three different news events per topic

    • Three versions of each news event

    • Typical news events, typical quality

    • Consistent language, style

    • 801 participants read 4,505 stories

    Story ratings
    Story Ratings

    • 23 questions gauge “satisfaction”

      • Appeal, relevance, length, knowledge gain, objectivity, effort investment

    • Topic “importance to me”

    • Amount read

    • Personal opinion NOT comprehension

    Total satisfaction
    Total Satisfaction

    Appeal .510

    Relevance .419

    Readability .292

    Information .272

    Total StoryScore

    Total satisfaction1
    Total Satisfaction





    Total StoryScore

    Topic“Importance to Me”

    What have we learned
    What have we learned?

    • “Satisfaction” is complex

    • Some qualities matter more than others

    • These qualities make a difference:

      • Topic “Importance to Me”

      • Appeal

      • Relevance

      • Readability

      • Information

    Areas of focus
    Areas of Focus its components?

    • Impact’s high satisfaction practices

    • Focused on a few elements:

      • Topic

      • News Judgment

      • Length

    • Did not focus on:

      • Design

      • Localness

      • Informational content

    Pick the right stories
    Pick the Right Stories its components?

    • Impact demonstrated that there are “high potential topics”

      • Not all topic areas are created equal

    • Having a mix of different topics is important

    Total score by topic

    57 its components?




    Total Score by Topic

    News judgment matters
    News Judgment Matters its components?

    Topic Average

    Consider length
    Consider Length its components?

    • Is shorter always better?

    But length matters for readability
    BUT… its components?Length Matters for Readability

    Demographic differences
    Demographic Differences education?

    • Stories generally rated higher by: women, less educated, older people, higher RBS.

    • Demographic differences matter most for topic and news judgment. Examples:

      • Women rate health higher on all measures, but crime lower on appeal.

      • Lower education readers rate crime higher on all measures, but education lower on appeal.

    • Demographic differences in reaction to structure & length are minimal.

    Key questions for editors
    Key Questions for Editors education?

    • Do we know enough about our readers to pick the right kinds of stories?

    • Do front-line reporters and editors have that information?

    • How can we improve news judgment throughout the newsroom?

    • Are reporters and editors able to assess stories from a reader’s point of view?

    Future areas of research
    Future Areas of Research education?

    • Other components writing

      • Language and writing style, anecdotal reporting, emphasis on “ordinary people” angles

    • Additional satisfaction components

      • Localness, accuracy/bias, emotion & excitement

    • News judgment

      • Timeliness, localness, personal relevance to readers

    Thank you

    Thank You education?

    Visit for more information on readership & improving content