EXHIBIT A:Newsletter

beforereader survey

The feedback from our readers on the newsletter broke out into two main categories.

AESTHETIC

• Include maps, diagrams, and pictures as much as possible.

• Modernize the look & feel.• New template• Less cluttered• Less dense• More images• Too busy. Cleaner look would be more inviting to read.

CONTENT

• Let us get to know the people who contribute more.• Shorter, more concise.• The emails are walls of text I don’t understand.

EXHIBIT B:Newsletter

afterreader survey

• Intro paragraph summarizes content and provides a personal touch

• More use of images

• Staff photo shares who we are with our readers

• Reader comment is prominently featured

• Cleaned up the template, modernized the look & feel

• Shortened the article summaries

Since the Redesign:

• Our open rate has increased 25%; the average is 28%

• Our click-through rate has increased 32%; the average is 10%