Getting_People_to_Pick_Up_Slimp.pdf

Transcript

1. Find Kevin at:
   StateofNewspapers.com
   NewspaperAcademy.com
   

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2. Getting
   People
   to Pick
   Up Your
   Paper
   Getting
   People
   to Pick
   Up Your
   Paper
   

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3. __________________________________________
   RESULTS
   Focus Groups
   

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4. RESULTS
   23 Reviewers
   __________________________________________
   Focus Groups
   

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5. RESULTS
   23 Reviewers
   17 Publications
   __________________________________________
   Focus Groups
   

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6. RESULTS
   23 Reviewers
   17 Publications
   3 Hours
   __________________________________________
   Focus Groups
   

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7. RESULTS
   23 Reviewers
   17 Publications
   3 Hours
   Free Lunch
   __________________________________________
   Focus Groups
   

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8. CONTENT
   What Focus Groups Liked:
   __________________________________________
   Focus Groups
   

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9. CONTENT
   What Focus Groups Liked:
   Wide variety of articles
   __________________________________________
   Focus Groups
   

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10. CONTENT
    What Focus Groups Liked:
    Wide variety of articles
    Local happenings
    __________________________________________
    Focus Groups
    

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11. CONTENT
    What Focus Groups Liked:
    Wide variety of articles
    Local happenings
    Crossword puzzle
    (with answers)
    __________________________________________
    Focus Groups
    

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12. CONTENT
    What was
    most important
    to focus groups?
    

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13. CONTENT
    What was
    most important
    to focus groups?
    1. Stories of local interest
    2. Quality writing
    3. Easy to read
    

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14. CONTENT
    What was
    most important
    to focus groups?
    1. Stories of local interest
    2. Quality writing
    3. Easy to read
    

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15. CONTENT
    What was
    most important
    to focus groups?
    1. Stories of local interest
    2. Quality writing
    3. Easy to read
    

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16. CONTENT
    What do older readers like?
    

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17. CONTENT
    What do older readers like?
    Loved the gardening columns
    

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18. CONTENT
    What do older readers like?
    Loved the gardening columns
    Recipes are a hit!
    

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19. CONTENT
    What do older readers like?
    Loved the gardening columns
    Recipes are a hit!
    Crossword puzzle is big!
    

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20. CONTENT
    What do older readers like?
    Loved the gardening columns
    Recipes are a hit!
    Crossword puzzle is big!
    Health issues covered well
    

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21. CONTENT
    

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22. CONTENT
    A section for
    grandparents
    would be a
    good idea to
    get seniors to read
    a newspaper
    

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23. Big Idea
    Big Idea
    Create Focus Groups
    once or twice
    every year.
    

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24. Big Idea
    Big Idea
    1. Divide into two or more groups

    of three or four members each

    

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25. Big Idea
    Big Idea
    1. Divide into two or more groups

    of three or four

    2. Look over pages and complete

    questionnaires
    

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26. Big Idea
    Big Idea
    1. Divide into two or more groups

    of three or four

    2. Look over pages and complete

    questionnaires

    3. Make changes based on input
    

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27. RESEARCH
    ________________________________________________
    Original Research
    

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28. RESEARCH
    ________________________________________________
    Original Research
    We asked 141 Non-Readers:
    What are your main reasons 

    for not subscribing to a newspaper?
    

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29. RESEARCH
    ________________________________________________
    Original Research
    We asked 141 Non-Readers:
    What are your main reasons 

    for not subscribing to a newspaper?
    1. Price is too high (51 percent)
    

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30. RESEARCH
    ________________________________________________
    Original Research
    We asked 141 Non-Readers:
    What are your main reasons 

    for not subscribing to a newspaper?
    1. Price is too high (51 percent)
    2. Poor writing in my local paper (37 percent)
    

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31. RESEARCH
    ________________________________________________
    Original Research
    We asked 141 Non-Readers:
    What are your main reasons 

    for not subscribing to a newspaper?
    1. Price is too high (51 percent)
    2. Poor writing in my local paper (37 percent)
    3. Not enough local news (27 percent)
    

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32. RESEARCH
    ________________________________________________
    Original Research
    We asked 141 Non-Readers:
    What are your main reasons 

    for not subscribing to a newspaper?
    1. Price is too high (51 percent)
    2. Poor writing in my local paper (37 percent)
    3. Not enough local news (27 percent)
    4. Delivery and Customer Service problems (26 percent)
    

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33. RESEARCH
    ________________________________________________
    Original Research
    Earlier this year, I asked 20 editors and publishers:
    What is the most important thing you 

    have done that has resulted in getting 

    people to pick up your newspaper?
    

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34. RESEARCH
    ________________________________________________
    Original Research
    Earlier this year, I asked 20 editors and publishers of growing newspapers:
    What is the most important thing you have done that has 

    resulted in getting people to pick up your newspaper?
    - Keeping Local

    

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35. RESEARCH
    ________________________________________________
    Original Research
    Earlier this year, I asked 20 editors and publishers of growing newspapers:
    What is the most important thing you have done that has 

    resulted in getting people to pick up your newspaper?
    - Keeping Local

    - Content not found in any other source

    

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36. RESEARCH
    ________________________________________________
    Original Research
    Earlier this year, I asked 20 editors and publishers of growing newspapers:
    What is the most important thing you have done that has 

    resulted in getting people to pick up your newspaper?
    - Keeping Local

    - Content not found in any other source

    - Good local stories and pictures on the front page

    

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37. RESEARCH
    ________________________________________________
    Original Research
    Earlier this year, I asked 20 editors and publishers of growing newspapers:
    What is the most important thing you have done that has 

    resulted in getting people to pick up your newspaper?
    - Keeping Local

    - Content not found in any other source

    - Good local stories and pictures on the front page

    - Coverage superior to all other media in our market
    

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38. RESEARCH
    ________________________________________________
    Original Research
    Earlier this year, I asked 20 editors and publishers of growing newspapers:
    What is the most important thing you have done that has 

    resulted in getting people to pick up your newspaper?
    - Include some positive content

    - Pictures, especially of local children
    “Parents and grandparents buy the paper to get photos 

    of their children and their friends’ children.”
    

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39. RESEARCH
    ________________________________________________
    Original Research
    Earlier this year, I asked 20 editors and publishers of growing newspapers:
    What is the most important thing you have done that has 

    resulted in getting people to pick up your newspaper?
    - Include some positive content

    - We try to include fun, positive content
    “That’s a primary reason we have twice the circulation 

    of other local papers. People need a positive vibe once in a while.”
    

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40. RESEARCH
    ________________________________________________
    Original Research
    Earlier this year, I asked 20 editors and publishers of growing newspapers:
    What is the most important thing you have done that has 

    resulted in getting people to pick up your newspaper?
    - Additional comments

    - Pictures sell papers, especially of breaking news

    - Large, dominant, photos. In color, where possible

    - Good stories, well written
    

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41. Front Page
    Invites your readers in …
    

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42. Front Page
    Invites your readers in …
    or tells them to stay out!
    

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43. Wow!
    Design Pages
    to
    Wow!
    

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45. Design Pages
    to
    Inform
    

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47. Design Pages
    to
    Navigate
    

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49. Design Pages
    for
    Balance
    

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51. Design Pages
    to Tell a
    Story
    

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53. Want Readers to 

    Pick Up Your Paper?
    Want Readers to 

    Pick Up Your Paper?
    1. Include a lot of local stories
    

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54. Want Readers to 

    Pick Up Your Paper?
    Want Readers to 

    Pick Up Your Paper?
    1. Include a lot of local stories
    2. Include a dominant photo on front
    

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55. Want Readers to 

    Pick Up Your Paper?
    Want Readers to 

    Pick Up Your Paper?
    1. Include a lot of local stories
    2. Include a dominant photo on front
    3. Use body text easy to read
    

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56. Want Readers to 

    Pick Up Your Paper?
    Want Readers to 

    Pick Up Your Paper?
    1. Include a lot of local stories
    2. Include a dominant photo on front
    3. Use body text easy to read
    4. Consistent style
    

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57. Want Readers to 

    Pick Up Your Paper?
    Want Readers to 

    Pick Up Your Paper?
    1. Include a lot of local stories
    2. Include a dominant photo on front
    3. Use body text easy to read
    4. Consistent style
    5. Quality Writing
    

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58. Want Readers to 

    Pick Up Your Paper?
    Want Readers to 

    Pick Up Your Paper?
    1. Include a lot of local stories
    2. Include a dominant photo on front
    3. Use body text easy to read
    4. Consistent style
    5. Quality Writing
    6. Create Trust with Readers
    

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59. Want Readers to 

    Pick Up Your Paper?
    Want Readers to 

    Pick Up Your Paper?
    1. Include a lot of local stories
    2. Include a dominant photo on front
    3. Use body text easy to read
    4. Consistent style
    5. Quality Writing
    6. Create Trust with Readers
    7. Attractive cover & design
    

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60. Service
    ________________________________________________
    More Important Than You May Know
    

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61. “Stop worrying about the young generation 

    and worry about the people you lost 

    in the past three to six months. Ask yourself 

    what you did wrong, fix it and win them back.”
    Bill Day, Magid Associated Media Research
    

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62. “Stop worrying about the young generation 

    and worry about the people you lost 

    in the past three to six months. Ask yourself 

    what you did wrong, fix it and win them back.”
    Bill Day, Magid Associated Media Research
    

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63. Virginia’s Great Idea:
    From Gloucester/Matthews, VA
    85th Anniversary
    Sale
    

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64. Today's Great Idea:
    From Kelli, in South Dakota
    Cyber Monday
    Subscription Sale!
    

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65. One Great Idea:
    From Kelli, in South Dakota
    Cyber Monday
    Subscription Sale!
    

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66. Today's Great Idea:
    From Kelli, in South Dakota
    Cyber Monday
    Subscription Sale!
    

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67. Find Kevin at:
    StateofNewspapers.com
    NewspaperAcademy.com
    

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