Opinion: Anonymous reader comments open eyes

People can be brutally honest when their names are not attached, especially when commenting on products or services in which they’ve invested.

Some of the best story tips come into the newsroom anonymously. Corporate America has discovered the value of anonymous comments in the last several years, too, mostly due to Web tools.

Business blogs such as www.direct2dell.com seek customer reviews and suggestions. Public company executives can eavesdrop as shareholders sound off on Internet message boards.

The real value, though, is in how the communications are applied to operations.

Springfield Business Journal gave its subscribers an open forum in its latest survey.

Among its 43 questions, the in-depth survey asked 800 subscribers to write in what they considered SBJ’s greatest strengths and greatest weaknesses.

The answers, given anonymously, were shared with the entire staff and are considered, even if subconsciously, in the weekly production of the paper.

Their words

In the interest of full disclosure, here are some real, honest reader comments.

10 Strengths:

“We are fortunate to have an excellent business publication in a city the size of Springfield.”

“Relevant to my work.”

“Excellent photography.”

“Saves me time.”

“Solid writing; quality content.”

“The brand.”

“News without sugar-coating, better than other media.”

“Business news not printed elsewhere.”

Top areas of coverage: regional, construction, new businesses, current events, center city, politics, small business and development.

“Layout and content revisions.”

10 Weaknesses:

“Coverage of same people.”

“Economic coverage.”

“Coverage overlap with Joplin Tri-State Business.”

“Female-focused – give the guys a chance.”

“Guest columns have sales-pitch tone.”

“Interview questions are too private, causing competitive disadvantage.”

“Not enough follow-through.”

“Not enough on employees who make businesses profitable.”

“Starting to see too many investigative reports that are not overly relevant.”

“Slight bent toward status quo and the current chamber, city and county officials.”

Good to know

This information helps each department know more specifically with whom we are communicating. Each staff member has a copy of the survey results to review as needed.

The information frames editorial content, identifies new circulation markets, targets advertising and marketing campaigns – both for clients and in-house – and creates demographics for our media kit.

Surprisingly, sbj.net was not mentioned in any of the strengths or weaknesses listed. But other survey questions reveal a large potential market exists, as only 20 percent are registered users of sbj.net and only 13 percent subscribe to the Daily Update e-newsletter.

In the editorial department, the survey results remind us to whom we’re writing – 41 percent are owners/partners. It clues us in on their interests and industries – 57 percent dine out two to four times a week and 13 percent work in construction services. And it reveals their reading habits – 51 percent spend 15 to 30 minutes on each issue and an astonishing 98 percent share their copy with at least one other person.

I’ll end with this: Hey, get your own copy.

Eric Olson is Springfield Business Journal editor. He may be reached at eolson@sbj.net.