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Focusing on the Reader: Engagement Trumps Satisfaction

October 18, 2012 Comments off

Focusing on the Reader: Engagement Trumps Satisfaction

Source: Journalism & Mass Communication Quarterly

Satisfaction is commonly monitored by news organizations because it is an antecedent to readership. In fact, countless studies have shown the satisfaction–readership relationship to be true. Still, an essential question remains: Is satisfaction the only, or even the critical, thing to focus on with readership? This research indicates that the answer is no. Two other related constructs, reader experiences and engagement, affect reader behavior even more than does satisfaction. The discussion provides examples of how to increase engagement and calls for experimental research to understand how news organizations can positively affect engagement and thereby readership.

See: Newspaper sales suffer due to lack of stimulating content (EurekAlert!)

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