Published: August 04, 1999
Last Updated: August 10, 1999
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The Philadelphia Inquirer: Reader Connection Major initiative In mid-March, The Philadelphia Inquirer plans to replace its current zoned section in southern New Jersey with a bigger, richer, "paper-within-a-paper" to serve that three-county area. While its softer "Neighbors" section will remain as a section of the Sunday paper, the new five-day "South Jersey" section is designed to: Increase story count of South Jersey town coverage, with staff realignments that lower the proportion of entry-level reporters assigned to cover local town/community stories. Increase the number of obituary and police blotter listings. Include a commentary page for local reader letters and guest columnists. Increase South Jersey sports and business coverage. Include a community affairs page, integrated with creation of a Web site that allows local organizations to post calendars and detailed information. At the same time, the number of and play given to non-South Jersey news stories that appear in the section will diminish. Import to the JCP Before the credibility of a paper’s voice can be judged, it must say something. While many newspapers already replate or create distinct sections for different geographic zones, the Inquirer’s effort to dramatically increase both the quantity and quality of its local coverage in South Jersey — beginning at a specific point in time — presents the JCP with a unique opportunity to test whether perceived credibility can be increased by simply providing more local news and/or focus. JCP test method Two to three phone surveys (one in late February/early March as a baseline, others 6-8 weeks after launch) among subscribers in specific South Jersey towns that will be chosen without the knowledge of the editors. Key measures include: Awareness of changes in the quantity and quality of local news. Evaluations of the Inquirer’s credibility as a local source (improvements vs. past as well as relative to the three competing daily titles in that area). Perceived ability of the Inquirer to present a complete, accurate and balanced news report of South Jersey towns. Open-ended questions ("Was there anything the paper got wrong?"). Success of the JCP initiative will be established if credibility grows in towns that get improved coverage vs. those that don’t, as well as pre vs. post measures. As a basis for analysis and comparison, an internal audit is being conducted — a daily count of South Jersey town datelines in all sections of the paper from Feb. 1 and continuing forward, so that the actual degree to which local news coverage increased can be quantified. Supporting initiatives In addition to its South Jersey section focus, the Inquirer will implement: A broader speakers bureau (more speakers, more invitations). An "audit" panel of readers asked to critique the new section. An "On the Press" column (discussion/critique of the paper). A series of community tours (reporters/editors go out to meet community leaders). For more information, contact Arlene Morgan, assistant managing editor, readership, at 215/854-2419; e-mail: arlenem@philly.infi.net