If you decide to report scores this way, be prepared to spend a fair amount of time helping parents and others understand how this approach and these scores differ from traditional practice. Is Better Fifth, don't overload people with too much information. Then, offer more detailed information to those who want it. For example, parents and taxpayers in our research liked the kinds of information presented in New York state's report card, including sample test questions and detailed comparisons, but they were put off by its 11-page length. Invest in graphic design.
People are more likely to read a report that's attractive and well-organized, with clear headlines.
People also like the use of color, although we suggest that those on a limited budget would be better off to put money into design and writing rather than color printing. The numbers and charts do not necessarily speak for themselves. For one, our research found that, although most states and districts publish such reports, large majorities of parents and taxpayers have never seen one. Indeed, half the educators we interviewed said they had never seen a school accountability report. We suggest that school districts use multiple messengers to spread the word about school performance.