For years, newspaper executives have been told that “usefulness,” whether a newspaper is considered by consumers as providing information useful in their daily lives, is a primary factor in building readership; also, true of their websites.

That’s still valid, but in today’s crowded media environment being perceived as providing information consumers can’t get anywhere else is even more important.

American Opinion Research has developed an approach to measure uniqueness. Even more important, we can identify efficient, low-cost strategies to change perceptions and build value.

In a Florida community, for example, AOR developed strategies including an outdoor advertising campaign, promoting the unique value of the printed newspaper and website. Only a year later, tracking research showed image had changed dramatically and website use was up.