Tuesday, August 24, 2010
Readers know what they want
http://www.holdthefrontpage.co.uk/2010/news/publisher-researches-readers-needs-with-new-project/
I was encouraged to read of the approach being taken by Iliffe News and Media in developing their products — asking readers what they want.
As the value chain of newspapers (and many other media) begins with them, it makes perfect sense. Because without readers there wouldn’t be advertisers or any other revenue.
Those media brands which can deliver what readers want will not only manage to stay in print longer than their rivals but will also build an invaluable relationship with their audience which can be transferred into the new digital media, and which should already be for those who prefer those channels.
It’s like buying Christmas presents for someone — you’ll have far more success if you find out what they like rather than guessing.
As all great businesses know, being close to your customer is crucial.
Labels: newspapers reader research
