Your readers may not care that the school earns money by recycling aluminum. Choose three representative types from your audience and write a one-paragraph character sketch on each of the three that gives details on your readers. You might choose different extremes in your readership such as the most conservative readers and the most liberal reader. You could also consider gender, age, education, and so forth. The point is to choose three different kinds of people who will read your paper and think through what you know about those readers' ideas, beliefs, and backgrounds.
First impressions are important.
That first reaction can affect everything else that your readers see in the paper. If they start out annoyed, you'll have a harder time convincing them to adopt your point of view or make the change or decisions that you ask. Once you've identified your readers' first reaction, brainstorm on the things that you can do to keep their attention. Think about that first paragraph that will introduce your ideas to your readers. Think about the paper that you're working on and the ways that your knowledge of advertisements and stories on television and in newspapers and magazines can help you learn more about your readers.