Surveys are a powerful audience listening tool for newsrooms, allowing journalists to better understand what readers are thinking, helping to plan coverage, messaging and new products more effectively.
As part of BlueLena’s support of newsrooms across the United States, an 11-question reader survey is typically deployed to existing readers, and as part of the email welcome series for new readers. The questions help to gauge topic areas readers are interested in, understand the likelihood of the audience to support the publication financially and offer insights into how readers like to receive the news.
Over the last couple of years, BlueLena’s standard audience survey has been launched by more than 45 publishers, gathering responses from more than 7,500 readers. The publications are predominantly local or community news publishers, including members of LION Publishers, Local Media Association and the Association of Alternative Newsweeklies, but there are also national and single-subject news publications. Some publications have been running the survey as part of their welcome series for as long as two years, while others have only recently launched it.
Together, the answers offer a window into the minds of readers from a variety of publications including nonprofits, digital-only outlets and legacy newspapers, across more than 20 states.
Readers are familiar with paying for news
Readers have grown accustomed to the idea of paying for news, and most have paid at some point, if they aren’t currently doing so, according to survey results. When asked whether they subscribe or donate to a news publication, in print or online, just 15% of readers answered that they have never financially supported a news organization. About 36% of respondents were current donors or subscribers to the publication running the survey, while the remaining respondents were either paying for another news source or had paid for news in the past.
When it comes to membership, readers want connection, not swag
Adopted from the Membership Puzzle Project, our survey asks readers, “What do you value in your membership of an organization?” as a way to gauge what type of benefits they may want as part of a paid membership and to understand what type of messaging might resonate with them. Responses are rated on a scale of 1-3, with three reflecting agreement.
What do readers value? The top answers are “being connected with like-minded people,” “feeling that your concerns are heard by the organization” and “offering the world something you think should exist.” In other words, readers want the connection that comes with knowing there are people like them interested in the same topics (and they may be interested in events or other ways to get in touch with fellow readers). They want good customer service and confirmation that the story ideas or issues they voice are heard. And readers find value in supporting an organization whose mission they believe in.
What don’t readers want? Branded merchandise, swag or other physical items. This scored dead last in every survey that asked the question and offered merch/swag as a choice. So, save the money and the hassle, and deprioritize the branded knick-knacks.
Sharing tips and feedback should be easy for readers
When asked what role a reader would like to play when helping to support and shape the journalism that a newsroom creates, a majority of readers answered they didn’t want an active role (too late, readers, you’ve already taken the survey!). Some readers did indicate a few ways they’d like to get involved, with readers most commonly answering that they want the opportunity to share tips for story ideas, to share ideas and opinions about local policy and they want to be more active when it comes to attending public meetings hosted by the newsroom.
Based on these answers, newsrooms should evaluate how easy it is for readers to offer news tips or share their opinions. Do readers know which email to use, who to call or how else to get their ideas in the right hands? Additionally, if events that allow readers to interact with members of the newsroom aren’t currently offered, news organizations should consider that it’s something readers might like.
About BlueLena
BlueLena creates a sustainable future for independent local media with strategies to build audiences and tools to support journalism funding models for long-term success. Today, over 200 brands leverage our audience management platform, strategy consulting and marketing services to accelerate their digital transformation.
BlueLena is founder-funded and backed by investment from Automattic (owner of WordPress), Local Media Association and Old Town Media, a New York-based firm that has supported The Colorado Sun, Block Club Chicago, Chalkbeat and Medium, among other successful media-related projects. Visit us at bluelena.io