Local newspapers that have been struggling are trying to get feedback from readers about what they can do better in order to maintain high readership. They are getting feedback from surveys, but most of the time, the surveys aren't as helpful as news organizations would like. Asking people who already subscribe doesn't do much to attain new subscriptions, and potential subscribers are unresponsive.
So, how does your news organization reach the community?
Perhaps engaging a neutral third party to research your community and make suggestions for how to rebrand your newspaper might be the way to go.
A researcher in branding shares how news organizations can benefit from customer research to understand their audiences. Newspapers can start by monitoring their social media feeds to see what readers are engaging with and writing stories that follow up with content of interest.