Readership Institute: Get Smart About Your Readers

As always, steallar advice from the Readership Institute. Its groundbreaking study is nearly 8 years old now, but the advice still rings true. Unforunately, newspapers still aren't dedicating themselves to its principles. Anyway, this nuggest comes from Grupo Reforma's Alejandro Junco de la Vega (courtesy of Michael Smith, executive director of the media Managemetn Center, one of the industry's great thinkers and a fellow Ball State alum:
Readership Institute: Get Smart About Your Readers: "They don't tell citizens what to think, they tell them what they ought to think about"