There are so many things to try and affect that and change that. She added, “We need to explain our story choices, we need to explain our process. The feedback has lead the publisher to drive organization-wide changes through, “Changing how we interact with our readers in the comments, the kinds of events we hold, how we signal the difference between editorial and news content, and how we talk about our story choices,” said Easton. While this was something BDN had come across earlier with the print edition, the NPS survey pointed out that mostly detractors had this issue. The other issue was readers’ complaints about the paper having a liberal bias. Consequently, the publisher is planning to create a sports-focused morning email newsletter. In their latest survey, a noticeable number of readers complained about this. Deadlines had to be moved up because of the change, and certain sports scores could not be accommodated in the paper. The first issue cropped up when the paper started using a new printing facility.
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The publisher shared two examples-one, a relatively straightforward issue, but the other forced the paper to look deeper into its reporting. Speaking about the responses, Joellen Easton, Director of Audience Development at Bangor Daily News said, “They’re the most actionable. That found its way into the survey-readers were asked to share positive aspects of other membership groups they belonged to. It’s based on what the publisher needs to know at that time.įor example, BDN has been thinking about adding a membership-like approach to its subscription offerings. And those who rate 8 or below, are enquired about the changes they would like to give a higher rating.įinally, there is a third question that changes with every new survey. Those who rate above 8, are asked what the newspaper is doing well. The publisher uses follow-up questions to understand why readers chose the ratings they did.
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Based on responses to the 0-10 scale of the survey, readers are placed under one of the following three categories:
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It has segmented its audience based on whether they have subscribed to the print edition only, digital only, print + digital, and those who have just registered by email. The paper sends out email surveys to subscribers. Conrad Lumm, Director of Product Marketing at Bangor Daily News The qualitative data we get back from our NPS questions are incredibly helpful in helping us to prioritize what we do next to reduce our churn and to make sure people still like us. While specific figures were not revealed, sources at the newspaper say that the tool has given them valuable qualitative data. The next step was developing a system to learn more about its audience-the publisher opted for NPS surveys. It started when BDN adopted the digital subscription model at the end of 2017. BDN uses the tool to dig deeper and identify specific issues that may be affecting its readers’ loyalty. It consists of an 11-point scale where respondents are asked to rate how likely they are to recommend a company’s product/service to a friend or colleague. NPS is a customer relationship tool used by companies to measure the loyalty of their customers. Joseph Lichterman, Senior Business Associate, Lenfest Institute for Journalism NPS has been frequently used in the corporate world for years, but as news organizations have become more reliant on direct reader revenue through memberships and subscriptions, some outlets have begun using NPS to survey their readers. Shortly, we will discuss two instances, where BDN identified issues through NPS surveys, that were having a negative impact on its readers.
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They have helped the publisher roll-out changes to improve its readers’ loyalty and reduce churn. The newspaper’s Director of Product Marketing, Conrad Lumm, told the Lenfest Institute for Journalism that the reader responses they have got through NPS surveys have been “really instructive and useful.” Bangor Daily News (BDN), one of Maine’s leading dailies is using the Net Promoter Score (NPS) surveys to get to know its readers better and address their concerns.