Article: MARKET RESEARCH IS CRUCIAL TO PAPER'S REBIRTH News-Tribune now has a strategy for coverage and marketing geared to its readers.

SAN FRANCISCO -- Vision born of research has remade The News-Tribune of Tacoma, Wash., into a strong contender for readers in the tough metro Seattle market.

In a Newspapers 2000 session on successful readership initiatives (subhead: research that drives the bottom line), three newspapers detailed how they had used extensive public opinion research to refine their market position, revise their editorial thrust and win over readers.

The Daily Herald of Arlington Heights, Ill., used research to solve problems with the reach of its Friday entertainment section and the Denver Rocky Mountain News similarly overhauled its Sunday paper to reach more ...

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