User-Generated Content Guide

Awareness and familiarity are the main stumbling blocks to growing usage of user-generated content (UGC) on newspaper Web sites, according to this new NAA study on UGC and Web 2.0 tools. As familiarity and awareness increase – through aggressive promotion – so will Web site visitors’ contributions and usage of newspaper UGC features.

The study, conducted by Clark, Martire & Bartolomeo Inc. for the Newspaper Association of America, looked at several types of UGC through the eyes of consumers in five U.S. markets: Atlanta, Denver, Milwaukee, Norfolk, and Tampa. The lessons from these five markets resonate across the U.S. newspaper industry. The study also identifies they type of UGC of most interest to consumers and the enhancements that will have the most impact on driving usage.

The Newspaper Association of America’s “Engaging Users: User-Generated Content and Tools for Newspapers; A snapshot of today and prospects for the future,” ties all of these developments together. In addition to the report, which provides an overview of the findings, you can download a summary presentation of the results as well as the complete study results.

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