READER RESPONSE: "A friend dropping in"

Notes by Chris Horrie

A big part of the work of the features department. Has grown out of readers letters (they are a feature in their own right, written up and edited by feature writers).

Has become more important in recent years. The aim is to get "WIN" and "FREE" on the front cover. Really sets the tone for the paper, magazine or radio show and builds reader loyalty. everything from horoscope and agony aunt to newspaper bingo and cash prizes.

Note developments and "featurisation"/packaging of:

Letters

Agony Aunts

Free Advice (eg medical)

"How To"... from experts

Diets

Health and beauty advice

Fantasy Football league (Daily Telegraph)

Crossword, quizzes and other "coffee break" fillers

Prize Competitions and give awaya

Cover mounts

Horoscopes and similar features

Importance of reader response.

Reader response...  potential of the internet. Instant response through e-mail and attached "have your say" reply forms on pages.

Example...  Femail (Daily Mail online). Front page is all reader response, (to see - search Femail Daily Mail UK in Google), Fantastic application of reader response material.

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