On readership: remember to market to subscribers

Article Abstract:

Many newspapers aggressively seek new subscribers to boost declining circulation and readership levels. A Belden Assoc market study has found that one in seven newspaper subscribers does not read the average issue of their weekday newspaper and one of every 10 is an average Sunday non- reader. Thus, retaining subscribers and encouraging higher subscriber readership levels requires promotional strategies designed specifically for this objective. These strategies can include same-day radio promotions of stories or 'thank you' letters.

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On readership: the value of teen research

Article Abstract:

Teenagers aged 13 to 17 years old are frequently neglected in most newspaper marketing/research activities. Yet these children often exhibit higher readership levels than adults aged 18 to 34 years old. Teenager readership studies for the Providence (Rhode Island) Journal that have been conducted by market research firm Belden Assoc since 1995 indicate that teenagers are valuable to newspapers not only for readership but also in other ways. Thus, the myths about teens not reading newspapers are just myths.

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Customers as a coalition of segments

Article Abstract:

Market segmentation has evolved into a significant tool among researchers in the newspaper sector since roughly 1995. The data provided by market segmentation provides insight into who buy newspapers and why they buy newspapers. A recent study by market research and consulting firm Belden Assoc on newspaper readership produced five reader clusters. An analysis of these clusters will show that newspapers can make more intelligent resource allocation decisions, which are designed to increase readership, by comparing opportunity content areas among the reader groups.

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