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Stacy Lynch, Research Manager Readership Institute Presented to: The American Society of Newspaper Editors April 11, 2002 - PowerPoint PPT Presentation

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

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Stacy Lynch, Research Manager Readership Institute Presented to: The American Society of Newspaper Editors April 11, 2002

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T l charger 16303

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

Readers/Consumers

  • 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






  • T l charger 16303

    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


    T l charger 16303

    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

    Appeal

    Relevance

    Readability

    Information

    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?

    53

    43

    44

    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 www.readership.org for more information on readership & improving content


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