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Drawing on findings from North-western's Readership Institute and elsewhere, she argues that the "newspaper death watch focuses on the loss in circulation while ignoring the sporadic gains and the niche market still engaged in reading newspapers and still craving the brand of story newspapers deliver.
The Readership Institute is full of suggestions about how to revolutionize the way we think about reaching new, diverse audiences.
In addition, Sturm said, newspapers have worked hard over the last few years to put into practice readership recommendations from the Readership Institute.
The new collaboration will leverage work done by the Readership Institute at Northwestern University, a project that is also co-sponsored by the groups.
The work of the Readership Institute has been some of the most important ever for our industry," said ASNE President Peter Bhatia, executive editor of The Oregonian in Portland.
Research by Northwestern University's closely watched Readership Institute has found "strong evidence that an increase in the amount of feature-style stories has wide-ranging benefits.
It was presented by John Lavine, director of the Readership Institute at Northwestern University, which conducted the study.
He also is actively involved in the Newspaper Association of America's Readership Institute, part of the Media Management Center at Northwestern University.