“Thoughtful, well-written and vital” or “Outdated, sensational, and biased”?

Abstract

Using a mixed-method approach, this project examines whether readers’ tastes and attitudes toward the North Texas Daily, a campus newspaper at the University of North Texas have changed between 2013 and 2019 when the newspaper implemented digital-first strategies. Survey results indicate that perceptions of relevance of the content have remained the most significant factor for readership. Moreover, an in-depth textual analysis revealed themes of community engagement and alienation, which also affected readership. Normative and industry implications of the findings are discussed.