TY - JOUR
T1 - Focusing on the reader
T2 - Engagement trumps satisfaction
AU - Mersey, Rachel Davis
AU - Malthouse, Edward C.
AU - Calder, Bobby J.
PY - 2012/12/1
Y1 - 2012/12/1
N2 - 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.
AB - 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.
KW - Audience
KW - Engagement
KW - Experiences
KW - News
KW - Tracking
UR - http://www.scopus.com/inward/record.url?scp=84878068467&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84878068467&partnerID=8YFLogxK
U2 - 10.1177/1077699012455391
DO - 10.1177/1077699012455391
M3 - Article
AN - SCOPUS:84878068467
SN - 1077-6990
VL - 89
SP - 695
EP - 709
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 4
ER -