THE WISDOM:

Readers look forward to the ritual of a Sunday newspaper. But, newspapers inadvertently interrupt that ritual by making desired sections hard to find or by promising more than they deliver in terms of a thoughtful perspective on the news.

HOW WE GOT THERE:

A major metropolitan newspaper wanted to understand the impact of its redesigned, re-invented Sunday paper a year after it launched. Was the newspaper becoming more valuable to its readers? Our major study of the market assessed not only how each section is perceived, but also how readers and non-readers cast the newspaper's image.

ACTION STEPS:

The results sparked immediate changes (such as a revamped front page), revealed opportunities to make key sections more visible (by detaching them from poorly read sections), and prioritized bigger issues deserving of greater thought and study.