Why Neighbors will work for you! Positive Readership Motivators.
• A new Readership Institute study of 4,400 readers shows that they “experience” the newspapers in many distinct
and measurable ways that are closely linked with whether they read more, or whether they read less.
• Newspapers that give readers “something to talk about” with colleagues, friends and family create a positive
experience and encourage a readership habit.
• Many of the 44 distinct newspaper-reading experiences identified in the study are positive –
we call them Motivators — and are associated with higher readership.
Looks out for my interests
Reading the newspaper helps me to participate
and get the most out of being a member of the
community. It makes me enjoy the community
more by helping me plan what I want to see or do.
Something to talk about
The newspaper stimulates me to think about things
and gives me things to talk about with others. It is
important to remember what I read. The newspaper
helps me give information to other people -
something I really enjoy.
Makes me smarter
Reading the newspaper is educational for me. I
learn a lot from both the editorial and the ads. The
newspaper is a source of ideas and insight for me.
Touches & inspires me
The newspaper inspires me both to improve myself
and to do new things. It enhances my self-esteem
and makes me take pride in the accomplishments
of other people. It makes me feel good and touches
High quality, unique content
I feel that the newspaper is a quality product. It is
professionally produced, interesting and has content
I can’t get elsewhere. I think the newspaper
compares favorably to well-known newspapers.
I connect with the writers
When I read an article, I notice who wrote it. I feel
like I get to know certain writers and look forward
to their work.
My personal timeout
For me, reading the newspaper is a way of relaxing
and taking a break from more stressful activities. I
think of it as a treat to myself. When I read, I get
comfortable and just lose myself in it.
Clip & save
I enjoy keeping and filing stories and sending them
to others. There’s something satisfying about the
physical nature of the newspaper.
Pass it around
I share the newspaper with others around me.
Seeing advertising in this newspaper makes me
think more highly of the advertiser.
Study done by the Readership Institute of Northwestern University's
Media Research and Education Center.