Enhance reader enthusiasm for “new” newspaper approaches.

Challenge: A major market daily newspaper was determined to change its focus to reader-relevant news, local coverage, and on-line availability. But staff members were unenthusiastic and not convinced that readers would respond to the changes.

Research analysis: Some staff members were far more cynical and old-fashioned than the readers. The staff greatly overestimated the level of unresponsiveness of the readers. They did not believe their audience was interested in innovative news gathering and reporting advances.

Recommendations: Our recommendations in this case centered on staff training and motivation. In this case, we needed to encourage the staff to be as creative as their audiences already are. Using Belden research, we were able to show the staff that their readers were ready for change.

Result: This is another a case of long-term planning for eventual gain. New techniques have been tried, with some success. But whether or not this particular group will embrace the future is still an open question.