Embargoed for Release
Thursday, July 26, 2001, 1 p.m.

Journalism Interactive

New Attitudes, Tools and Techniques
Change Journalism's Landscape

A Study Conducted for:
Associated Press Managing Editors
Pew Center for Civic Journalism
National Conference of Editorial Writers

Conducted by:
Campaign Study Group
Springfield, Virginia

Topline Part Two (Questions 7-9b)

7. What is the most important role your newspaper seeks to play in the community?

	n size	%
News explainer, providing knowledge	98	32%
News breaker, getting the story first	90	30%
Investigative watchdog	50	16%
Catalyst for community conversation	34	11%
Community steward	29	10%
Disseminator of just the facts	22	7%
Other	9	3%

7b. What is the second most important role your newspaper seeks to play in the community?

	n size	%
News explainer, providing knowledge	74	22%
News breaker, getting the story first	70	21%
Investigative watchdog	61	18%
Community steward	48	14%
Disseminator of just the facts	47	14%
Catalyst for the community conversation	36	11%
Other	1	0%

7c. What is the third most important role your newspaper seeks to play in the community?

	n size	%
Investigative watchdog	87	26%
News explainer, providing knowledge	66	19%
Catalyst for community conversation	64	19%
News breaker, getting the story first	44	13%
Community steward	39	12%
Disseminator of just the facts	38	11%
Other	4	1%

7d. What is the fourth most important role your newspaper seeks to play in the community?

	n size	%
Catalyst for community conversation	76	22%
Investigative watchdog	66	20%
Community steward	62	18%
Disseminator of just the facts	52	15%
News breaker, getting the story first	45	13%
News explainer, providing knowledge	36	11%
Other	4	1%

7e. What is the fifth most important role your newspaper seeks to play in the community?

	n size	%
Community steward	83	25%
Catalyst for community conversation	67	20%
Disseminator of just the facts	53	16%
Investigative watchdog	43	13%
News explainer, providing knowledge	41	13%
News breaker, getting the story first	40	12%
Other	3	1%

7f. What is the sixth most important role your newspaper seeks to play in the community?

	n size	%
Disseminator of just the facts	92	29%
Community steward	65	21%
Catalyst for community conversation	61	20%
Investigative watchdog	38	12%
News breaker, getting the story first	33	11%
News explainer, providing knowledge	20	6%
Other	6	2%

7g. What is the least important role your newspaper seeks to play in the community?

	n size	%
News breaker, getting the story first	27	19%
Disseminator of just the facts	18	13%
News explainer, providing the knowledge	15	11%
Community steward	13	9%
Catalyst for community conversation	10	7%
Investigative watchdog	4	3%
Other	62	43%

7h. Mean ranking for importance of newspaper roles.

	MEAN
News explainer, providing knowledge	5.09
News breaker, getting the story first	4.77
Investigative watchdog	4.65
Catalyst for community conversation	4.05
Community steward	3.91
Disseminator of just the facts	3.71
Other	2.11

8. What percent of your readers are best described as streakers?

MEAN: 35.08

	n size	%
0%	1	0%
1-19%	30	10%
20-39%	147	49%
40-59%	85	28%
60-79%	37	12%
80-99%	3	1%
100%	0	0%

8b. What percent of your readers are best described as strollers?

MEAN: 40.95

	n size	%
0%	0	0%
1-19%	18	6%
20-39%	115	38%
40-59%	109	36%
60-79%	56	18%
80-99%	7	2%
100%	0	0%

8c. What percent of your readers are best described as scholars?

MEAN: 23.88

	n size	%
0%	0	0%
1-19%	95	31%
20-39%	164	54%
40-59%	32	11%
60-79%	9	3%
80-99%	3	1%
100%	0	0%

9. Have you altered the design of your pages in the last five years to make news and information more easily accessible?

	n size	%
Yes	316	89%
No	41	12%

9b. How did you alter your design?

	n size	%
Improved packaging/Layout/Design	63	21%
Improved graphics/More graphics	57	19%
More/Improved rails, skyboxes, reefers, promos, teasers	54	18%
Changed typography/Font size	51	17%
Improved organization of sections/ Anchored content	40	13%
Redesigned (unspecified)	37	12%
New sections/Features	34	11%
More sidebars/Breakouts	31	10%
Changed width/50 Web/7 Column	30	10%
More/Improved briefs, summaries, digests	29	10%
Shorter stories/Fewer jumps	24	8%
More points of entry/Access	17	6%
E-mail links to staff/Web site links	15	5%

Report continued in Topline Part Three...