We fall short of reader expectations. All of us need to re-emphasize the basics. We must remember that accuracy is more than just getting the facts right. It's about getting the right facts-with adequate background and proper context. There is plenty more for us to consider in this report, including the need for proper promotion.
Newspapers have many strengths.
We need to build on them - and we need to sell them. I hope you will lead your organization in thinking through the many issues this report raises. And most of all, I hope you'll act on them. The following pages, written by researchers at Clark, Martire and Bartolomeo, are rich in insights and data on the largest study of American media use ever conducted by the newspaper industry. Some 3,000 respondents were interviewed and some 1,400 of these also returned a mail survey in the early months of 1997.