Readership Institute: Media Management Center at Northwestern University

From ASNE (via Peter Bhatia) comes this announcement.

"Two new reports from the Readership Institute have just been posted... and the news they bring is both promising and helpful.

The first report contains findings from the latest national RBS
(Reader Behavior Score) study that was conducted in late fall 2003. It
shows a small but statistically significant rise in readership over
the last 18 months. That's good news; however it will take a few more
data points to establish a trend.

The second report, "Getting Traction on Readership," highlights the
work of 112 newspapers of all sizes across the country. We asked them
to tell us what they had done to improve content, service, brand and
internal culture; what results they were seeing; and what they've
learned. The vast majority reported improved results and provided lots
of detail about their initiatives and lessons learned. Vivian Vahlberg
of the McCormick Tribune Foundation put together an overview of the
results.

As with all Readership Institute material, these two studies are
easily downloadable for your use. If you have questions don't hesitate
to be in touch with Managing Director Mary Nesbitt and the team at RI.