More Customer Insight

• Ethnic/Income Segmentation — Dramatic shifts are occurring in the composition of the U.S. population. The population of ethnic groups, particularly the Hispanic community, will increase significantly over the next twenty years.
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• Need States: Building Blocks for Product Strategies — All people have communication needs that are critical to understanding the new-media landscape and audience behavior in that landscape. Whether people are reaching for a telephone or a cell phone, reading a newspaper or magazine, turning on the television or radio, or browsing the Internet on the job, at home or on the road, they are acting on a need to get or impart information. Read More
• Newspaper Web Visitors: Power Users 2006 — The New Media Federation of the Newspaper Association of America commissioned the 2006 Power User Study to help members understand the continuing evolution of the newspaper Web site audience. The research addresses media usage, content preferences, advertising and online commerce. Read More

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The Audience Planbook is designed to provide newspaper executives with the practical tools they need to develop a successful audience strategy, and manage a portfolio of products that makes money now – and in the future.

This “living document” is updated quarterly and is designed to spark discussion on the topics of how best to build and delight our audience base in the midst of a transforming industry. Go to the Growing Audience blog to post commentary.

NAA Resources

• Circulation Page
• Horizon Watching
• NicheVoyager
• The Digital Edge