Priority Map for Image

11.2.3.1. Priority Map for Image

  A priority map is created for image and eight research questions are presented in the

  map. However, Q 23 (“Image influence whether I read it or not”) and Q 29 (“My

  acquaintances think it is a good idea to read the WLN”) are areas which are difficult for the WLNs to influence significantly, since these questions are posed in a way that actually does not evaluate the WLNs’ performance as is the case with the rest of the questions. It is therefore difficult to interpret the results and compare them with the rest of the

  questions within that driver. Hence, it is chosen to calculate a new mean excluding Q 23

  and Q 29 (black dotted line) for the performance axis. This is done in order to provide a more accurate illustration of the priority areas, which the WLNs can actually influence. Conducting the survey again, it is recommended that the two questions are posed differently or are posed as additional questions, which are not to be included in the model.

  Operational Priority Map – image Operational Priority Map – image

  Q31-supports local Q31-supports local

  community community

  70 70 Q22-trustworthy and Q22-trustworthy and

  Q27-overall good image Q27-overall good image

  reliable reliable

  Q25-positive WOM Q25-positive WOM

  c e c e 60 60

  n n

  Q26-positively Q26-positively a a distinguishes from other distinguishes from other

  Q24-leadning source of Q24-leadning source of

  rm rm 55 55 local information sources local information sources

  information information

  o o rf rf 50 Pe 50 Pe

  Q29-acquaintances think it Q29-acquaintances think it is a good idea to read the is a good idea to read the

  WLN WLN

  40 40 Q23-image influence Q23-image influence whether I read it or not whether I read it or not

  Relative importance of image Relative importance of image

  Figure 20

  Image is, as mentioned in the strategic perspective above, the driver that should receive the highest priority for future optimization of WLNs, in order to achieve and maintain reader loyalty. The performance needs to meet the high level of importance, because an increase in performance in this area will increase the satisfaction loyalty.

  Q 25 ,Q 27 , and Q 31 have a high relative impact on image and Q 24 and Q 26 a relative

  average impact. Q 31 shows that image could be improved by developing the performance

  in this area even more by supporting the local community by e.g. sponsoring events, in

  the extent to which it is “profitable”. Primary priority areas should be Q 24 ,Q 25 , and Q 26 ,

  since they are all positioned in the threats quadrant, meaning that the WLNs should aim to perform better at the given areas, since they are important for the readers’ perception of the WLN’s image. These areas concern differentiation, word-of-mouth, and distinctiveness from other sources of information.

  WLNs should try to communicate that they are the leading source of local information, are different from other sources of information, and should seek to create some positive word-of-mouth. Likewise, the WLNs should also try to communicate how trustworthy and

  reliable they are as a media and try to make that more important to the readers, so Q 22

  can move into the strengths area.

  In all priority areas (Q 22 ,Q 24 ,Q 25, and Q 26 ) where it is possible for the WLNs to

  communicate their messages and hereby improve image, they should do this by the described initiatives below.

  • As mentioned in chapter 4, creating positive word-of-mouth is essential for all

  businesses today. Loyal readers can create positive word-of-mouth and they can serve as ambassadors for the brand if they are satisfied and loyal. It is hereby recommended that the papers optimize the areas outlined in this section, which can result in more loyal readers and ambassadors and hereby create more positive word-of-mouth through the readers’ increased satisfaction with the WLN.

  • In order to communicate that the WLN is the best source of local information and

  that they are different from other sources of local information a few initiatives are recommended. One approach could be to advertise in another source of local information, like it is done within the magazine industry. Here one magazine places an advertisement in another magazine, which targets the same type of people. An advertisement for the WLN in the local daily paper is a proposal. The advertisement should communicate that the WLN is a good source of local information and emphasize that the paper provides the proxy local news that is of interest to all citizens in the local area. Another attempt could be to create a slogan that emphasizes the individual WLN’s core competence, e.g. connected to when the paper is sponsoring local activities (e.g. “Your Proxy News Source - with focus on XX”, or “Your local news source since 19xx”).

  • The question concerning whether WLNs are trustworthy and reliable or not is

  not a primary priority area. However, the area can be optimized by getting the readers to perceive this area as being more important and the performance could also be better. It is recommended that the WLNs seek to be more critical towards article subjects, by also covering more serious themes and presenting more angles of a story when it is relevant, for the WLN to be perceived as being more trustworthy. This is supported by many comments in the questionnaire from respondents mentioning that more serious themes and articles are required, and should be presented with a more critical journalistic angle. Making sure that no spelling mistakes occur in the paper can also provide a higher level of trust and reliability. Some of the respondents mentioned in the questionnaire, as well as in the focus groups, that spelling mistakes in the WLN are very disturbing and unprofessional. They pointed out that it influences their perception of the WLN as being trustworthy and serious and thereby minimize their desire to read the WLN.

  These statements support the importance of such “simple” corrections as thorough proofreading.