Published: August 04, 1999
Last Updated: August 10, 1999
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The Daily Press, Newport News, Va.: Reader Connection Major initiative Much is made of the value that readers attach to "seeing themselves in the pages of the newspaper," and the presumption that this contributes to their belief that the paper understands, respects and reflects the community it serves. On a day-to-day basis, there are few opportunities to test these hypotheses except by reaching outside the normal flow of available news. The major initiative planned by The Daily Press of Newport News, Va., represents an opportunity to do so. The paper will publish a series of 12 in-depth profiles (one per month) of specific neighborhoods within their market, each representing a conscious "outreach" effort of the newspaper and each providing a detailed look at a particular neighborhood’s residents, environs and concerns in the pages of paper. After the 12 neighborhoods are selected, teams of reporters and editors will hold focus-group-like discussions with residents of the neighborhood to discuss the issues that concern them, as well as conducting interviews, collecting statistics and them assembling a comprehensive one or two page profile that spotlights that area. The prototype of this effort was published Nov. 29-30, 1998, the first "real" neighborhood on Jan. 30-31, 1999. Import to the JCP The major contribution of this project to the JCP is grounded in its experimental design. With intensive effort given to one specific neighborhood and not another, we can begin to answer the question of whether or not proactive attempts to "reach out" to the public can realistically improve perceptions of connectedness, and which methods seem to be most effective. JCP test method The Daily Press anticipates that it will gain long-term (although immeasurable) benefits from this project in the increased knowledge and sensitization of its newsroom. For JCP’s purposes, however, the success of the initiative will be measured by pre- and post-surveys within those neighborhoods (with similar questions asked in a "control neighborhood" so that any differences can be quantified). Both before and after publication of that neighborhood’s profile, then, we will survey residents’ perceptions of: The degree to which they feel the paper understands the issues important to their neighborhood. The extent to which they "see themselves" in the pages of the paper on a regular basis (not only in the profile piece). The quality of interaction they had with the paper’s reporters and editors. What (if anything) the paper "got wrong" in the published profile of their neighborhood. In addition, perceptions of the outreach process itself, and the degree of public participation in the invitations offered by the supporting initiatives, will be tracked. Supporting initiatives In addition to the major initiatives described above, The Daily Press plans other "outreach" activities to build increase contacts and connection with a broader range of people than would typically contact a newspaper on their own. These include: Establishing "outpost lists" to put staffers in touch with more community organizations, and requiring staff members (including on-reporters) to develop contacts with those groups. Surveying and capturing information about the expertise or affiliations of Daily Press employees (i.e., building the Rolodex of in-house contacts). Inviting the public to news meetings, tours, and newsroom visits. Taking the editorial board meetings and news meetings to public gathering places (holding meetings at breakfast or lunch places, for example). Publishing a daily A-2 column explaining that day’s news decisions and judgments to readers, and "about the story" boxes attached to stories that have involved judgments even slightly out of the ordinary. For more information contact Will F. Corbin, editor at 757/247-4713; e-mail: wcorbin@dailypress.com