It’s actually at 112%, which means that some households get more than one paper! The secret to the Daily Record’s success is the publisher’s unceasing mantra- “Names, names, names.”
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One cool tactic to get people to read your tactic: name as many names as possible. I learned this from Made to Stick. Here's a cool example: The Daily Record in Dunn, North Carolina has the highest “rate of penetration” of any local newspaper in the United States.
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While also being an outstanding example of a simple message, the publisher, Hoover Adams, also employs the “push to uncommon sense” tactic with this core message.
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Many people understand “names, names, names” to mean that the newspaper’s primary focus should be on local news and local people, a mission not unheard of for a local publication. What is unexpected about Adams’ message, however, is that he means much more than that.
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He truly means that the paper should publish as many names of individual people as possible. “Names, names, names” isn’t just a memorable way of saying “focus on local news.”
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It literally means what it says. Hoover explains, “If I could, I’d publish pages from the phone book to get names. In fact, if I could gather up enough names I’d hire more typesetters to lay out more pages so they’d fit.”
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It is when Adams took the message down an unexpected path of implications that his message was truly surprising. You can find this idea in Made to Stick. I copy/pasted the above text from this post:https://youexec.com/book-summaries/made-to-stick-why-some-ideas-survive-and-others-die-djwhukj …
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This is incredibly effective.
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Reminds me of Daniel Kahnemans thinking fast and slow. Sounds like an effective tactic due to priming and association. The more someone has an existing pathway in their brain the easier it is for them to accept and retain a new idea or concept.
Thanks. Twitter will use this to make your timeline better. UndoUndo
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