How to Keep Readership After War Ends?

By: Lucia Moses

Readership gets a shot in the arm during conflicts, but how can newspapers keep levels high when the intensity of the news wanes? That’s the question being asked by the “War Study” under way at the Readership Institute of the Media Management Center at Northwestern University.

The institute also is trying to identify aspects of the reading experience to help provide direction for branding and marketing strategies.

Early results of both studies will be presented at the Newspaper Association of America’s annual convention in Seattle, April 27-30.

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