THE WISDOM:

Business leaders don't connect to a business section that caters more to consumers on the outside of business than to movers and shakers on the inside.


HOW WE GOT THERE:

Searching for a way to increase the utility of their Business section, a major market newspaper commissioned us to conduct one-on-one interviews with top executives from key segments of their market including finance and investment, venture capital, medicine and health care, and higher education.

The interviews yielded rich insight into how these executives view the paper currently, what they need from a Business section, what newspapers succeed in serving their needs, and how our client could evolve into a more useful resource. Many said they are looking for a newspaper to match their own passion for business-to provide the depth and color commonly found in sports.


ACTION STEPS:

A revamped Business section offering greater depth for specialists in these areas and several new initiatives under consideration.