Paper’s coverage reflected strong views of its readers

Here, Richard Prest, former deputy editor at The Evening Express, gives a personal opinion on the approach the newspaper took to the Trump proposal and its initial rejection by councillors.

Newspapers are nothing if they are out of touch with their readers. Indeed, a huge amount of time and money is spent ensuring we understand what our audience likes and dislikes, and their views on a variety of topics.

Back in the late 1990s/ early 2000s The Evening Express conducted extensive market research to identify who was reading the newspaper and the type of coverage they wanted.

The feedback was marked as it revealed many readers wanted the newspaper to take a stronger approach on issues they felt had an impact in their lives. They didn’t just want the paper to report on those issues, they wanted it to take a stand, to campaign and fight for things to change.

We did that, starting with a campaign to stamp out parking on the zigzags outside schools.

When the Trump issue emerged the paper again took the temperature of its readers and found they were massively in favour of the plan going ahead. When the application was rejected, the paper reacted as it had done in the past and took a stand on behalf of its readers.

In the 15 years since the Menie decision, the public and the media have both changed.

Our own most recent research shows our audience still want our titles to fight for the north-east but they also want a better understanding of the “other side” and why it might hold a contrary view.

They also want a change in tone: less tabloid and more thoughtful.

They have expressed their views and that is what we will try to deliver.

So, yes, we got many things right back in the day. But we also got some things wrong.