The Cape May County Herald recently conducted a customer satisfaction survey in an effort to identify the interests of our readers and learn more about our audience’s habits, preferences and attitudes toward our publications and the content we distribute.
The survey was distributed to Herald readers, resulting in a total of 356 surveys collected online. The results offer a snapshot of our readers’ views.
Demographics
A total of 66.6 percent of respondents were female and 33.4 percent were male. The age range of survey participants was 18 to 65+. The majority of participants were between 45 and 65+ years old (85.5 percent). More than 95 percent of respondents were from Cape May County.
Content
When we asked readers what topics interested them most, the most popular topic was Local Events at 87.4 percent. Other topics of interest included Crime (75 percent), Weather (64percent ), Government (51.1 percent), Business (37.9 percent) and Real Estate (31.5 percent). Respondents shared that they wanted to see more of the following: Feel Good Stories, High School Sports, Local School News and Events, Cape May County History and Accident Coverage.
Connection
More than 74 percent of respondents said they received Herald news through print (newspaper), while 66 percent received it through the website (CapeMayCountyHerald.com), 39.9 percent through social media channels, 63.8 percent through mobile alerts and 15.4 percent through email newsletters.
Seventy-three percent of respondents were interested in subscribing to one or more newsletters including Herald Headlines daily newsletter, DoTheShore weekly newsletter and “special offer” emails.
Frequency
Respondents expressed that they connected with the Herald through print and digital media at least daily, some connecting several times daily (64.1 percent).
Presentation
More than 90 percent of respondents said they preferred their news presented by text. 70.8 percent preferred images, 35.7 percent preferred graphics, 37.4 percent preferred video and 21.6 percent preferred audio.
Value
Many respondents stated that the Herald benefitted their lives in many ways including keeping them in the know on local news, issues and happenings. “I love reading the Herald newspaper. I also love the text alerts on weather, crime and breaking news happenings,” said Carrie from Cape May Court House.
Our Response
This survey provided us with clear insights into our audience and has allowed us to better shape the direction of our content. We have responded in a number of ways to better serve the interests, wants and needs of our readers.
84.7 percent of respondents expressed that they were interested in local events. The Herald covers local events in a number of ways: DoTheShore.com, DoTheShore section of the Herald, DoTheShore calendar, DoTheShore email newsletter, and DoTheShore Facebook, Twitter and Instagram. We encourage our readers to follow DoTheShore on all social media platforms, and to sign up for the DoTheShore email newsletter to stay even more up-to-date on local happenings in our area.
Many respondents said that they were interested in more coverage of local High School Sports. The Herald covers girls and boys sports for “The Big Six” high schools, which includes Lower Cape May Regional, Wildwood, Wildwood Catholic, Middle Township, Ocean City and Cape May Tech. This coverage is published in print, as well as on the Herald’s website and through Cape May County Sports Facebook and Twitter channels. The Herald also produces weekly “Under Review” video reports with Pete Thompson and the “Athlete of the Week” contest. The Herald looks forward to expanding print coverage on this topic next fall.
Other popular topics of interest included Local Politics and School News. The Herald attends more local government and civic organization meetings in Cape May County than any other news organization. Our staff coverage is augmented by Cape Issues, a concerned citizens research group. For local school news, readers can find information on CapeMayCountyHerald.com/Community/Schools and selectively in print. Information can also be provided to us at newsdesk@cmcHerald.com.
Many respondents want to hear more about Accidents and Crimes (75percent ). The Herald publishes verifiable information available to us from a variety of sources including scanners, agency notifications and public submissions. To help avoid traffic congestion due to accidents, be sure to subscribe to the Herald’s mobile alerts.
Cape May County historical information will be a main focus of our 50th Anniversary edition published Aug. 23, 2017. We are considering other historical features, so please submit ideas via email at editor@cmcHerald.com.
Other respondents wish to see more community interest and local feel good stories. We like those stories, too! Please send your story ideas to editor@cmcHerald.com.
We appreciate all who participated in our survey. The Herald looks forward to serving you even better in the years to come!
