FELLOW CONSULTANT JOHN C. PETERSON tells an interesting story in his latest blog post:
“I visit an afternoon daily in New York state that fills its parking lot and both sides of the street with people who get out of their cars even on the most bitter winter day to get the paper as soon it comes off the press.
“At another client in New England, I was troubled by what I felt was a lop-sided ratio of newsstand versus paid subscribers for what I felt was a very strong weekly paper.
“I couldn’t believe more people weren’t committed to the paper. The publisher said it puzzled the staff until they collected some feedback from telemarketers. Despite twice the cost and the inconvenience, a significant percentage of readers did not want to wait a half-day for mail delivery. Sure enough, drive around town you’d see people waiting at stores for the delivery truck.”
There’s a point to all of this, and it’s summed up in the title of John’s post: “Where’s the reader value in your publication?”
It’s important reading for all of us. Take a look…you’ll be impressed by John’s logic and clarity.
Leave a comment for John…or leave a comment here, if you wish, and I’ll pass it along to him.
This is don’t-dare-miss-it-reading.