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1. ASNE Convention April 10, 2002 The Readership Institute: A joint venture of NAA, ASNE and The Media Management Center Creating Brand to Grow Readership

2. Readership Trends Newspaper Readership Among the Adult U.S. Population Source: Newspaper Association of America

4. Readership Institute (RI) studied 37,000 consumers Results in 4 cornerstones that apply to every newspaper… … of every size

6. What Does Your Brand Say to Your Readers?

11. Readership Brand Model Relevant experience to me Content: News & Adv. Service Excellence Brand Perception RBS Reader Behavior Score

12. RI Focus on Light Readers

15. 21-25 Year Olds (% Reading Daily) Source: General Social Survey 2002 % % % % % % % % %

18. Listen to What They Say "Well, you’re inundated with news on a constant basis. News updates on T.V.. You see it in the paper. You’re standing in the aisles at grocery stores and you read it. You're plagued by the news and there’s just a point I don’t want to know anymore."

20. Find Relevant Experience for Light Readers

25. Update

33. Talking Points

39. Guide

42. Response to Guide "I like this a lot. You know what? I would probably read this first. This generates more interest here. It generates interest for the articles. You may not even have a chance to research some of this stuff, but it shows you that the information is out there, you may think to yourself, well I'm not going to snow job. I have the opportunity to go and look for myself."

44. Enrichment

50. RBS Readership Brand Model Relevant experience to me Content: News & Adv. Service Excellence Brand Perception

54. All RI research materials & slides from today’s presentations are available at: www.readership.org Creating Brand to Grow Readership