The Westmorland Gazette has launched an e-mail focus group in an effort to get closer to its readers.

The Kendal-based weekly is looking for feedback on what readers think about different aspects of the paper, and has enlisted a group of volunteers to give their views on a different topic each week.

Each Friday focus group members are e-mailed specific questions about that week’s edition of the newspaper and asked are to return their answers by e-mail within four days.

The information received is then analysed by a team at the Gazette and used as part of the continual review of its editorial strategy.

So far more than 20 readers have joined the group, and members have already provided valuable feedback on the general content and look of the newspaper; the perceived strength of the front page; the use and effectiveness of front page ‘plugs’ and how important exclusivity is to readers of a weekly newspaper.

Several good ideas have also been generated, such as a suggestion for a car sharing section on the newspaper’s website, which is now being investigated.

Deputy editor Andrew Thomas, who set up the focus group, said: “The focus group provides some swift feedback on our products, which is extremely useful as we strive to produce the kind of papers our readers really want.

“I have been delighted with the enthusiasm of the focus group members.

“They seem to relish the opportunity to play a part in helping to shape their local newspaper and it is fantastic for the editorial team to be able to gain such speedy feedback about the newspapers we produce.”

---

Do you have a story about the regional press? Ring 0116 227 3122/3121, or e-mail [email protected]