For the past six months, staffers across The McClatchy Company have spent hundreds of hours talking with readers in ways we’ve never done before.
We’ve asked them to dissect their news habits for us, watched how they viewed videos, probed why they quit a story, read to the end or shared it with others.
In more than a century and a half of publishing, McClatchy, like our peers, has devoted millions of dollars to understanding our print and digital audiences with such standard tools as annual readership surveys and tracking metrics.
And yet, when the company last year began a fresh look at where we’re headed, we concluded that too many of our presumptions were outstripped by the dramatic media shifts of the past few years. Read more