Communication Need:
Executive Summary
Newspapers are beginning to acknowledge that the traditional newspaper product will serve particular needs for particular audiences at particular times. However, what about the needs and market segments not being addressed by the traditional product? How can newspapers best develop products and services that will match the right product to the right audience at the right time?
As part of the NAA/ASNE Audience Development Initiative, the Reynolds Institute at the University of Missouri School of Journalism was commissioned to review existing media usage research to help understand not only how media usage was shifting, but why. Based on that analysis, the Need States framework for understanding media choices emerged.