Belden is in the last phase of a very worthwhile and fascinating engagement. While we cannot share specifics, here are the basics - See what you think...

A well respected midsized newspaper wanted to conduct an internal assessment of their perceived strengths, weaknesses, opportunities and threats as viewed by multiple internal groups and then compare those to the perception of market advertisers and community leaders. The goal? To identify, then bridge any gaps between the direction our client was headed and the market perception of the newspaper direction.

Throughout the process, there was a definite focus on the future...where is the newspaper headed and how are they meeting upcoming challenges? Does that direction intersect or diverge from paths advertiser's and civic leaders are taking? Where does the market believe future media and information needs will best serve consumer and advertiser demands?

Probably 60 people participated in the internal discussions over two days. As expected, there were differing points of view; not all agreed on the same strengths or opportunities, etc. But, there was surprising unanimity across multiple dimensions.

Worth noting is how pleased rank and file were simply to be a part of the process. My bet is many had not been a part of a S.W.O.T analysis before and may not have had a good feel for the process, but they were enthusiastic and encouraged, animated and involved in each session.

The reaction by those throughout the market was even more interesting.

Advertisers interviewed ranged from the largest to former and covered a variety of categories. Not only did they have insights and experience regarding the business practices of the paper, but they weren't shy about sharing their consumer opinions either.

As you might expect, opinion ranged from complete satisfaction all the way to complete frustration on the business side. Most were pleased, and especially so with the human side of the equation. That augurs well for the direction this client will be taking.

When reviewing the non-business comments from advertisers along with the points of view from civic leaders one overarching conclusion became crystal clear: The challenge of writing, editing, packing and marketing to and for an increasingly segmented and diverse audience must be bordering on the impossible.

Yet, equally interesting is how genuinely supportive and eager everyone was to see the newspaper succeed. Even when there was dissatisfaction across one dimension, just about all had a sense of how challenging these times are for newspapers, yet almost to a man or woman there was interest in seeing such challenges met and overcome.

That included infrequent readers too - they recognized the vital role newspapers play and wanted to be sure that continued.

And, like those internal participants, the 50 or so advertiser's and community leaders appreciated the fact the "newspaper" was interested enough to take the time to talk to the market. Fully a third asked if they would see the findings or how would they know if and how their input was going to be used?

With the final report and findings being prepared right now, please understand that we must keep those confidential, but know this: There are gaps. There are dimensions in which the paper is not meeting current or expected market needs and, not surprisingly some of those gaps are widening.

However, all can be bridged! Even with the incredibly broad and diverse assessment of the job the paper is doing, we concluded the interviews with the feeling even the toughest challenges could be solved. And this is important, WITHOUT enormous capital or resource demands! As a committed newspaper partner, we sure like the way that sounds and reads.

[stay tuned to future In the Knows: In upcoming edition, we'll tell you what they did!]

***************************************** Planting a seed: This has come up repeatedly. It bears industry wide discussion and it doesn't seem to be happening...

Why are there not more DIGITAL Newspaper-In- Education efforts?

IF the young (tweens, adults, gen Y, etc) are not reading ink smeared on newsprint and the multiple new niche paper products are not penetrating their world, shouldn't we be figuring out ways for our content to be distributed on cell phones, Playstations, pda's and Ipods so we are reaching this challenging cohort and OUR FUTURE "readers"? Of course, measuring and understanding motivations, behaviors and actions along the way, too.