Audience Analytics
The Rapidian
Understanding Their Readers
The Rapidian is Grand Rapids’ local newspaper, run by and for residents of the city. They were looking at strategies to turn subscribers into donors. I was tasked with researching Rapidian subscribers to develop actionable insights for The Rapidian.
Analytics Memo
I looked first at broader news consumption trends to figure out what news was relevant at the city level and how it was most effectively communicated to its audience.
Then I looked at news consumption specific to Grand Rapids: what do people here care about?
Using data from Pew and Gallup, I looked at news consumption trends and compiled my findings into easy-to-understand graphics.
Understanding Rapidian Readers
I built personas of subscribers to gain a stronger understanding of audience needs and wants. These led to actionable strategies for expanding the reach of the Rapidian and turning subscribers into donors.
These personas represented different Rapidian subscribers who might be invested enough to contribute donations to the newspaper. The main factor I wanted to emphasize was how age distinguished interests and media habits.
Sarah represents a millennial reader of The Rapidian who cares deeply about her community. She might be more likely to donate if The Rapidian increased coverage of local community events and issues.
Marcus represents a younger millennial reader whose busy career leads him to value efficiency. He wants to get as much information as possible as quickly as possible. He might be more likely to donate if The Rapidian published shorter articles and focused on social media presence.
David represents a Gen X reader who cares a lot about politics, particularly at the local level. He wants to stay informed about Grand Rapids public schools and elections. He might be more likely to donate if The Rapidian increased coverage of these topics.
Ana is an older millennial with a career as a small business owner. She cares a lot about her community and wants feel-good stories about local goings-on. If the Rapidian placed more emphasis on this, Ana would be more likely to donate.