Increase penetration to under-served demographic segments.

Challenge: Preliminary research and industry trend analysis of a major daily newspaper showed that some demographic segments do not read the newspaper as frequently as other groups. How do we get them interested?

Research analysis: There are many factors at work – shifting demographics, increased reliance on broadcast news, the attitude that newspapers are old fashioned. But the biggest issue in this case was relevance. The under-served demographics did not feel the paper was important to them, and to their lives.

Recommendations: We recommended to the editors that they look for more connections between the stories they reported and the readers they wanted to serve. Then, when the connection is found, bring it to the center of the story.

Result: This is a long-range strategy to address a broad issue. In this particular case, there has been some improvement in audience make-up.