It all clicked. It was good training. It tells you to start in circulation, work through editorial, design and advertising and it all pays off along the way. Instead of the typical 30 percent churn, or turnover, rate seen in many small markets, the paper experiences a 70 percent churn rate, says David Cleland, the Constitution s circulation director. And it covers a lot of territory.
Readership extends over eight counties.
Many of our readers move about two times within the community and stay here less than five years, Clare says. They re not attached. The Constitution hired Mori Research of Minneapolis to conduct a circulation and readership survey. The survey showed that the paper was wasting its time pursuing three-month subscribers with telephone solicitations, Clare says. We identified through the study that if we go after the ones who subscribe for six months, they re more likely to subscribe for a year.