In September 2016, readers of Springfield Business Journal’s print edition experienced a boost in quality improvement. This summer, SBJ.net will be revitalized based on reader feedback.
SBJ moved from newsprint to a bright white paper and we chose a more modern printing process that resulted in rich, bold color and crisp, brilliant photos. We nearly doubled the number of pages in SBJ each week thanks to more news stories, more features, more advertisers, more readers and more excitement. We didn’t raise subscription rates or change our subscription formula – we just got better. That’s been a great formula for growth.
Ironically, the success of our print edition over the past year has given SBJ the opportunity to completely redefine our online presence. A survey of over 600 SBJ.net readers this year indicated our current site has challenges in the reader registration process, site navigation, access to paid content and ease of use on tablets and smartphones.
As the regional business authority, we are committed to making your online experience better. Here’s our promise to you this summer:
• Reader registration improvement: The new SBJ.net will remember your password and we will have an easy format to manage your subscription.
• Smooth navigation: Transitioning from one article to another will be simple. Articles will be tagged and other related articles will be linked in stories. News stories also will be archived by industry – such as health, education and banking – for future reference.
• Easy access to content: Readers will smoothly click on a news story in their email and pass right through to read the story on SBJ.net.
• Mobile friendly: SBJ.net will be easier to access and read on your tablet or smartphone with an intuitive design to quickly get you to the information you need.
• Overall experience: Readers can expect a positive experience from SBJ.net ranging from stories, interviews, videos, photos, referring stories and the overall aesthetic of a dynamic, modern site our professional readers expect.
If you like to get your regional business news online, you’re probably clapping your hands right now. Or, you may be pumping your fist in the air. Maybe you’re even vocalizing your joy to others. Feel free to high-five your co-workers. It’s OK.
A big question others have asked is why we require readers to be paid subscribers for most of our content. The answer is simple: SBJ content is worth the investment. We commit time, money and resources to offer unique and valuable business content that can’t be found elsewhere. Our staff works hard to get the story first and get it right. And, they do. In our reader survey, 92 percent of over 600 respondents said SBJ is the regional business authority. SBJ content is trusted, impartial and timely.
You get what you pay for and that’s why we continually reinvest to make SBJ the best product possible in print, online, on social media and in your inbox. Readership of SBJ products is up 21 percent since January 2016, which isn’t too shabby for a 37-year-old institution.
Others ask me about the future of our printed product. That’s an easy answer, too: SBJ print edition is stronger than ever and will continue to be the cornerstone of the complete business package we offer. Naturally, with changes in reader behavior, we will continue to grow our online readership as well.
What won’t change is the need for unique, authoritative local business content. That’s what we do best and we promise to continually earn the regional business authority title.
Springfield Business Journal Associate Publisher Marty Goodnight can be reached at mgoodnight@sbj.net.
