Lots of information, not enough analysis. (Chicago Tribune)(Keeping In Touch: How The Media Can Connect With The Public)
Nieman Reports, March, 1995 by Langford, George
The Chicago Tribune Reading our readers is something The Chicago Tribune does in a rather scattershot fashion that can often produce accurate results. The success of recent niche feature sections for women, children and certain lifestyle areas, and the zoning of information, resulted from an ability to ascertain areas of interest and design sections to fit them.
How that information has been collected and analyzed is an amalgam that includes everything from formal focus groups to the gut reaction of experienced editors. There are times our imprecise methods fail us. Our inability to detect the magnitude of political change in 1994 is an example. There are other miscalculations on a smaller scale that suggest we need to improve our understanding of the...
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