Priority map for image

11.3.3.1. Priority map for image

  Image is the primary priority area for Frederikssund Avis to focus on, in order to achieve

  and maintain loyal readers. Q 28 and Q 30 are almost equally important within the driver.

  Operational Priority Map – image Operational Priority Map – image

  85 85 Q22-trustworthy and Q22-trustworthy and

  Q31-supports local Q31-supports local

  reliable reliable

  community community

  80 80 Q27-overall good image Q27-overall good image

  e e

  Q25-positive WOM Q25-positive WOM

  Q29-acquaintances think Q29-acquaintances think

  c c 75 75

  a n a n

  it is a good idea to read it is a good idea to read

  the WLN the WLN

  Q24-leadning source of Q24-leadning source of rm rm 70 70 information information

  o o rf rf

  65 65 Q26-positively Q26-positively

  Pe Pe

  distinguishes from other distinguishes from other local information sources local information sources

  55 55 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 23 – Priority Map for image Frederikssund Avis

  In the operational priority map for image there are no questions placed in the quadrant

  threats. However, Q 25 (Positive word-of-mouth) are half way into threats, half way into

  strengths and Frederikssund Avis should try to generate more positive word-of-mouth. Building an image of being trustworthy and reliable might be achieved through being more critical towards the issues in the paper. This might involve presenting different viewpoints on a story, in order to communicate that the coverage of stories is not influenced by the public opinion or the journalist in question. Some of the comments in the questionnaires have actually suggested that Frederikssund Avis should improve in this area and that this was one of the strong features of their competitor Fjordbyerne.

  Local news should be the secondary priority area for Frederikssund Avis in their effort to achieve and maintain loyal readers. It is not possible to create an operational priority map for local news, since only a few questions are excluded from the questionnaire within this variable. The questions remaining are almost equally important for the driver and they should therefore receive the same amount of attention in relation to the future initiatives of Frederikssund Avis.

  Local news is a core competence of WLNs and therefore an area where the readers have high expectations. If Frederikssund Avis does not live up to these expectations, switching behavior could most likely occur, since there are more sources for the readers to retrieve this information e.g. from Fjordbyerne. An optimization of local news in Frederikssund Avis could also have an influence on the overall image of the paper. Since local news is a unique selling proposition of WLNs, it is most likely that the image of Frederikssund Avis will improve in the long run, when strengthening the position of their local news.

  Culture should be prioritized right after local news for the optimization of Frederikssund Avis. It is not possible to create an operational priority map for culture, since only two questions are excluded from the questionnaire within this variable. The four remaining questions are almost equally important for the driver and all four should therefore receive the same amount of attention in the future optimization of Frederikssund Avis.

  The two excluded questions (Q 15 and Q 16 ) deal with information about upcoming local

  sporting events and sports results. The readers of Frederikssund Avis have evaluated their performance on these two areas as being very good, with performance indices at 81 and 79 respectively. This means that as expected Frederikssund Avis performs well within sports, since they focus on the area. However, it is difficult to determine the importance for the readers and if efforts within the area is rewarded. The recommendation is to measure the importance of culture and sport separately. This is in order for Frederikssund Avis to determine the importance of sport as an individual driver of loyalty, since it is already a feature in the paper.