Readership Institute: Excellence in Small Newspapers: Criteria

The Readership Institute provided the ASNE Small Newspapers committee with the following criteria to assess the small newspapers' readership-building practices:

Content mix

The newspaper has a good strong blend of news topics: intensely local, government and politics, lifestyle, education, religion etc.

Consider how well marquee pages, such as the front page, convey this variety.

Enterprise, or news the newspaper discovers (i.e. not event-based) is a significant part of the mix.

In-paper content promotion

The newspaper points readers to content inside the newspaper that day (includes rails, strips, boxes, refers).

The newspaper points readers to content in upcoming days.

The promos are attention-getting and effective; sell-pieces.

Variety of writing styles

The newspaper uses forms in addition to the inverted pyramid to tell stories and convey information — e.g. feature-style approach; Q&A; break-out boxes; graphics; lists.

Clarity

Stories have a point, get to it quickly, and are clearly-written.

Go and do information

Where to, how-to, how much, who to call; directions, locator maps; where to go for more information on a subject (e.g. web sites, books, TV programs).

Listings, briefs etc, are organized and presented for reader utility i.e., in ways that respond to readers’ interests and how they use information.

Reporting institutional stories in ways that are relevant to consumers/citizens

Less of what the town council decided and more of how it affects people, what it means to them.

Looks out for my interests

At a basic level, gives me things to do; is helpful.

At a higher level, is a watchdog.

Something to talk about

Content that would make me want to share it with a friend or colleague; "hey Martha" stories; things you can imagine the local talk radio show picking up; water cooler fodder.

People like me

This newspaper is for and about "average" people in this community.

Stories about ordinary people.

Photos and content that reflect the life of the community.

Content that would interest younger adults (18-24)

Events that appeal to them.

Issues that concern them.

Stories and photos featuring them.

Issues of general interest include their perspective.

The newspaper exhibits personality

It stands for something.

It gives people something to talk about.

It is more than just a chronicler of news and information.

The newspaper conveys that it cares about the community and readers (evidence could include an editor’s column addressing reader concerns; stories focusing on the future health/well-being of the community; ample letters to the editor).

Headlines

Stong, crisp and inviting.

Appropriately sized to signal a clear hierarchy of story importance.

Energy

The newspaper approaches "routine" stories with enthusiasm and creativity.

Headlines are strong, crisp, inviting.