Interessante Artikel aus der American Journalism Review zum Thema Zeitungslesen,...und Leser.

Gleanings from the gold mine give newspapers a lot to worry about. But researchers and editors are framing them into the heartening central message that the persistent readership slide can be reversed, and certain steps can help.

That call-to-action is sending changes rippling through newsrooms, as hundreds of papers mobilize to apply the new intelligence. They are cramming in community news, adding "ordinary people" beats, juicing up promotion, and moving beyond the newsroom to upgrade their service and management.
....dies war wohl voraussehbar,....und weiter:

Other conclusions are surprising if not shocking. The most vital step of all, the research says, may be making the paper easier to use; however, contemporary touches such as more attractive design, extensive use of color and informational graphics matter less than heavy promotion and easy-to-understand organization. Advertising and service sometimes outrank editorial content in luring readers. Readers want shorter stories in some cases (about weather), but longer ones in others (about science and technology); fewer stories on some topics (crime), but more on others (community activities, lifestyles, global relations and "how we are governed").

The research encourages more narrative-style writing, more awareness of how ads help draw readers to editorial content, and special attention to attracting readers who are young..

Ebenso interessant und aufschlussreich Teil II: Was mögen die Leute in der Zeitung?

1. The fastest way to draw readers is to make papers easier to read and use.
2. Raising satisfaction with content increases readership.
3. Local-local news tops the list of content that drives readership.
4. Feature-style writing helps increase reader satisfaction.
5. Interesting ads attract readers to news.
6. Service rivals content in importance.
7. Attracting younger readers requires more radical innovation.
8. Papers should manage smarter, train better, pay more.

Hier die vollständigen Artikel nachlesen:
Why Do People Read Newspapers? - American Journalism Review - Studie .
UndWhat They Like.

Besondes empfehlenswert in diesem Zusammenhang auch folgende Untersuchung des Readership Institute: Readership decline is not inevitable:

Significant improvements to newspaper content, service, brand and internal culture can and do grow readership. Institute research in 2000-2003 identified key drivers of readership; subsequent action by newspapers is proving the point. The Institute is a joint venture of the Newspaper Association of America, American Society of Newspaper Editors and the Media Management Center.