Even in an overwhelmingly digital world, print still has its audience. Newspapers and magazines line checkout aisles, and local publications continue to find their way into mailboxes. This niche audience presents a unique opportunity for publishers who take the time to understand them.
But who exactly are these readers? Why do they still choose print? And how can your publication fit more meaningfully into their daily lives?
At Drive Research, we believe the best way to answer those questions is through thoughtful market research. Below, we share what a print readership survey is, why it’s worth conducting, and how to design one to uncover valuable insights about your audience.
A print readership survey is a market research study designed to help publishers better understand the people who read (or don’t read) their print materials. It collects feedback from your target audience about their habits, preferences, and perceptions.
These surveys typically ask about:
In short, it’s your chance to learn what keeps readers engaged, what may be holding others back, and how you can position your print offering more effectively.
In our experience working with publishers, a well-designed readership online survey can uncover insights you might not expect.
Here are a few of the biggest benefits.
Print readers tend to have distinct characteristics compared to digital audiences. A survey helps you understand who they are, what they value, and how they discover your publication.
Knowing which topics, sections, or formats resonate most helps you tailor content to readers’ interests and avoid wasted space on less relevant material.
Detailed audience data can make your publication more appealing to advertisers by showing them exactly who you reach and how often.
By learning why readers choose your publication — and why some stop reading — you can make improvements that deepen loyalty and attract new subscribers.
If you’re ready to get started, here’s the approach we recommend.
Start with a clear understanding of what you want to learn.
Having specific goals will help shape the right questions.
Write a mix of closed-ended and open-ended questions to balance quantitative data with personal feedback. Be sure to cover awareness, interest, perceptions, reading habits, and demographics. Keeping it concise (around 15–20 questions) improves completion rates.
Determine who you need feedback from — current readers, potential readers, or both — and use appropriate methods to reach them. Some clients leverage mailing lists, while others use online panels to reach a broader audience.
Run the survey for a set period, typically one to two weeks, and aim for a sample size that gives you confidence in the findings. Even small publications can gain meaningful insights with as few as 50 completed surveys.
After fieldwork, analyze the data for patterns and actionable takeaways. At Drive Research, we often deliver both a summary report and the full raw dataset, so you can explore the details yourself if needed.
To connect with your audience, the following sections and corresponding questions are what we’d recommend for the survey design:
News Consumption Habits
Awareness
Perception
Interests
Additionally, we recently completed a project that touched on this very need. Check out our case study below!
Our market research team recently worked with a regional publisher who was facing a challenge that’s all too common today. Their print publication had a loyal but shrinking reader base, and they weren’t sure how to grow without alienating their core audience.
They knew people in their community still valued local news — they just weren’t sure how to reach them.
When they came to us, the client wanted answers to several key questions:
They needed insights that would help them strengthen ties with existing readers while finding ways to attract new ones.
To uncover these insights, we designed a 15‑question readership survey that was short enough to encourage completion but deep enough to gather meaningful feedback.
We focused on:
Over two weeks, the survey collected 50 completed responses from a mix of current readers and non‑readers in the community. Once the data came in, we delivered a clear, actionable report as well as the raw data for further exploration.
The results painted a fuller picture of the client’s audience:
✅ Which topics readers wanted more of
✅ How their publication stacked up against competitors
✅ Which community segments were under‑served and how to reach them
Armed with these insights, the publisher was able to adjust their content strategy, refine messaging, and reconnect with lapsed readers while attracting new ones.
Your readers have valuable stories to tell — all you need to do is ask. A well-crafted readership survey gives you the answers you need to grow, improve, and position your publication for the future.
At Drive Research, we specialize in designing and conducting surveys for publishers, delivering actionable insights you can put to work right away.
Contact us today to start planning your print readership survey. Simply click the button below or email [email protected].
