What would you do if you ran a newspaper and discovered that:
* Half of your employees — including those in circulation — don’t subscribe?
* Half of your employees — including those in the newsroom — don’t read the paper (except for their own stories)?
* Half of your employees don’t subscribe to your e-newsletters?
* Half of your employees don’t have your website as the homepage on their computers?
“I believe there is a great deal of information within your own workforce that can guide you to improve your paper and digital presence,” writes Robinson. “If you can get them to be honest in explaining why the paper isn’t worth their time to read or money to subscribe, then that should guide some improvements.”