Getting_People_to_Pick_Up_Slimp.pdf

Transcript

1. Find Kevin at: StateofNewspapers.com NewspaperAcademy.com
2. Getting People to Pick Up Your Paper Getting People to Pick Up Your Paper
3. __________________________________________ RESULTS Focus Groups
4. RESULTS 23 Reviewers __________________________________________ Focus Groups
5. RESULTS 23 Reviewers 17 Publications __________________________________________ Focus Groups
6. RESULTS 23 Reviewers 17 Publications 3 Hours __________________________________________ Focus Groups
7. RESULTS 23 Reviewers 17 Publications 3 Hours Free Lunch __________________________________________ Focus Groups
8. CONTENT What Focus Groups Liked: __________________________________________ Focus Groups
9. CONTENT What Focus Groups Liked: Wide variety of articles __________________________________________ Focus Groups
10. CONTENT What Focus Groups Liked: Wide variety of articles Local happenings __________________________________________ Focus Groups
11. CONTENT What Focus Groups Liked: Wide variety of articles Local happenings Crossword puzzle (with answers) __________________________________________ Focus Groups
12. CONTENT What was most important to focus groups?
13. CONTENT What was most important to focus groups? 1. Stories of local interest 2. Quality writing 3. Easy to read
14. CONTENT What was most important to focus groups? 1. Stories of local interest 2. Quality writing 3. Easy to read
15. CONTENT What was most important to focus groups? 1. Stories of local interest 2. Quality writing 3. Easy to read
16. CONTENT What do older readers like?
17. CONTENT What do older readers like? Loved the gardening columns
18. CONTENT What do older readers like? Loved the gardening columns Recipes are a hit!
19. CONTENT What do older readers like? Loved the gardening columns Recipes are a hit! Crossword puzzle is big!
20. CONTENT What do older readers like? Loved the gardening columns Recipes are a hit! Crossword puzzle is big! Health issues covered well
21. CONTENT
22. CONTENT A section for grandparents would be a good idea to get seniors to read a newspaper
23. Big Idea Big Idea Create Focus Groups once or twice every year.
24. Big Idea Big Idea 1. Divide into two or more groups
 of three or four members each

25. Big Idea Big Idea 1. Divide into two or more groups
 of three or four
 2. Look over pages and complete
 questionnaires
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
27. RESEARCH ________________________________________________ Original Research
28. RESEARCH ________________________________________________ Original Research We asked 141 Non-Readers: What are your main reasons 
 for not subscribing to a newspaper?
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)
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)
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)
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)
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?
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

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

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

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
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.”
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.”
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
41. Front Page Invites your readers in …
42. Front Page Invites your readers in … or tells them to stay out!
43. Wow! Design Pages to Wow!
45. Design Pages to Inform
47. Design Pages to Navigate
49. Design Pages for Balance
51. Design Pages to Tell a Story
53. Want Readers to 
 Pick Up Your Paper? Want Readers to 
 Pick Up Your Paper? 1. Include a lot of local stories
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
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
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
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
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
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
60. Service ________________________________________________ More Important Than You May Know
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
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
63. Virginia’s Great Idea: From Gloucester/Matthews, VA 85th Anniversary Sale
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65. One Great Idea: From Kelli, in South Dakota Cyber Monday Subscription Sale!
66. Today's Great Idea: From Kelli, in South Dakota Cyber Monday Subscription Sale!
67. Find Kevin at: StateofNewspapers.com NewspaperAcademy.com