Priority Maps

11.1. Priority Maps

  Priority maps provide an overview of the factors’ importance to the readers and their perceived performance at the current point in time. By using a priority map WLNs can identify where they should put their focus in order to increase reader satisfaction and loyalty. 282 The relationships of the WLN Model of Reader Loyalty will by the strategic priority map indicate how important the readers have found

  a specific driver to be and how well the WLNs perform in connection to that factor. The analysis will be operationalized so the WLNs, (and hereafter separately Frederikssund Avis), can focus their future actions on the factors, which will be identified in this chapter. The chapter is divided into three parts. Firstly, priority maps and recommendations for the average WLNs are carried out. Secondly, the same procedure is applied to Frederikssund Avis. Lastly, a summary of the recommendations for both parties are presented.

  Priority Map Division Priority Map Division

  It is chosen to use a data-centered

  ce ce ce

  quadrant-approach of priority maps,

  man man man

  Opportunities Opportunities Opportunities

  Strenghts Strenghts Strenghts

  where the meeting points are made

  or or or rf rf rf

  Pe Pe up of the average of performance Pe and importance respectively, which

  Weaknesses Weaknesses Weaknesses

  Threats Threats Threats

  is the most commonly used approach. 283 This approach provides

  a well-arranged review of the target

  Impact Impact Impact

  areas, but also the areas that need to be kept under supervision for Figure 17 – Source: Martensen et al. (2001)

  282 Johnson, Michael D. (2000), p. 142 283 Eskildsen, Jacob K. Kristensen, Kai (2006), p. 42 282 Johnson, Michael D. (2000), p. 142 283 Eskildsen, Jacob K. Kristensen, Kai (2006), p. 42

  The priority maps are divided into four quadrants 284 : Threats: The lower right quadrant. The variable scores low on performance and high on relative importance. This should be the primary priority area, since it is essential for reader satisfaction loyalty, but an area where the WLN(s) performs poorly. Focus should mainly be on improving the performance of the variables positioned in this area.

  Strengths: The upper right quadrant. The variable scores high on performance and high on relative importance. The WLN(s) is doing well in this area, which is important for reader satisfaction loyalty. The position of the variable should be kept under supervision and constantly adjusted, to make sure that negative changes are prevented.

  Weaknesses: The lower left quadrant. The variable scores low on performance and low on relative importance. The area should be a secondary priority area in relation to implementing changes that will maintain and increase reader satisfaction loyalty. However, the WLN(s) should put focus on improving the readers’ perception and the importance of this area.

  Opportunities: The upper left quadrant. The variable scores high on performance and low on relative importance. The WLN(s) is doing well in this area, but the area does not have a large effect on satisfaction loyalty. The area should be monitored and the performance level maintained or optimized. It should be pursued to move the variable into the strengths area.