The decline in readership for local newspapers has been a story long in building, but there might be a relatively simple answer to stave off that decline and even get lost readers back – simply promote what content the newspapers carry.
Magid research shows that there is significant opportunity for local newspapers who are willing to rethink the way they design and deliver their editorial content. We recently tested 20 different possible enhancements to grow local engagement with newspapers – everything from coupons, to gift cards, to exclusive access to columnists.
Overwhelmingly, consumers told us they wanted more engaging editorial content with more emphasis on analysis and insight. As a result, local dailies could realize readership gains simply by highlighting the content they carry.
And it works. Working with a local daily, Magid helped generate increased engagement and audience growth 10% by applying this principle, as per below.
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