The study, done in conjunction with Yankelovich and Harris Interactive, found that readers -- the majority of whom called the newspaper enjoyable and something they look forward to reading on Sundays -- would like their newspapers to be more manageable.
Seventy-four percent of readers would like to see stories kept to one page, 71% would like brief indexes to accompany each section, 55% would like to see summarized versions of news stories and 26% would like the newspaper to be smaller. A little over half (53%) have little to no interest in a customized newspaper, although 17% said they would be very interested. Seventy-three percent would like more focus on local people and events.
Sunday newspaper readers comprise 67% of the total U.S. population, according to the study. -- Ann Marie Kerwin
Copyright July 2001, Crain Communications Inc.