When you want to learn whether your publication or Web site meets reader needs, try one or more of these techniques:
- Measure the volume of reader comments and letters over a period of time.
- Count the number of Web site hits associated with a particular feature. (Remember that you can designate a specific URL as a reference source at the close of any feature).
- Conduct a periodic reader survey, and tabulate your findings.
- Solicit article reaction on a message board. Count the responses.
- Invite requests for reprints, and count the number of requests you receive.
- Assemble a reader focus group once a year, and conduct a group assessment discussion.
- Note a "call for action" - a step that a reader can take - toward the end of each article. Research the number of times readers actually respond.
- Benchmark your features against those of other periodicals and Web sites. For example, compare content, length, ease of reading, timeliness of news, and other subjects that interest readers.
- Enclose a reader "reaction card" in every periodical issue (or "reaction link" in an e-periodical) and analyze the comments.
