We recently completed our second annual audience survey. We wanted to learn more about who our readers, listeners, and viewers are, how they use Taproot, and what they want more (or less) of. Building on the insights from last year’s survey, we wanted to see how things have changed and get more specific feedback on what we can do better.
And because Taproot is intentionally built to refrain from tracking you around the internet, the best way for us to learn is simple: We ask.
Hundreds of people took the time to respond to our audience survey again this year. Thank you!
We heard so many positive and encouraging comments from respondents. “Your work is appreciated. I am grateful for a reliable source of local journalism,” one person said. “Keep up the good work — I’d be lost without you,” said another.
Here’s a snapshot of what else we heard:
People recommend Taproot
We included a standard question that is typically found on surveys like this: “How likely are you to recommend Taproot to a friend or colleague?” This is the question that forms the basis of the net promoter score (NPS), which is a widely used metric for measuring customer satisfaction.
Based on this year’s responses, Taproot’s NPS is 57. That’s a strong score, especially considering that media and news organizations often score in the 20 to 40 range.
This metric, taken together with the many positive comments we received, suggests we are delivering real value to our readers and listeners.
“Keep it up! You’re a ray of hope in the bleakness of our current news landscape,” one person said. “Thanks for all you do! I consider Taproot an invaluable part of the Edmonton community,” said another.
Taproot helps people feel informed and connected
The survey results suggest that Taproot is doing a good job of meeting some core needs for our audience:
- 90% of respondents said Taproot helps them feel informed about what’s happening in the Edmonton region.
- 88% said Taproot helps them feel connected to the Edmonton region.
The comments we received reinforced this. “Taproot has been my preferred way to remain engaged with what is happening in the Edmonton region, and has increased the amount of opportunities for me to engage locally,” one person said.
When we grouped responses into broader “user needs,” the strongest results were:
- Informed: 94% net-positive
- Connected: 81% net-positive
- Delighted: 83% net-positive
- Enlightened: 79% net-positive
We have identified six of these needs, based on the user needs for news model that publications around the world have used to guide their work and measure their impact.
The other two — Inspired at 60% net-positive and Helped at 42% net-positive — offer some clear opportunities for improvement.
Impact has always been a challenging thing for us to measure. Adopting a user needs framework is one way to get a better understanding of how we’re doing, and you’ll see us use this framework more in the future.
Taproot’s audience supports local
This year’s survey results once again confirmed that Taproot readers and listeners are people who invest locally.
In the past month:
- 83% dined at a local restaurant.
- 77% bought something from a locally owned business.
And when it comes to buying local products:
- 73% would pay slightly more for local.
- 19% would pay significantly more for local.
For businesses that sponsor or advertise with Taproot, this matters. It means their message reaches people who already care about supporting the Edmonton region.
But what really stood out was how respondents interpreted that support:
“I think businesses that sponsor Taproot show that they care about local journalism. I am more likely to support their business versus an ad I see on YouTube or Spotify.”
That’s the kind of relationship we want to foster: sponsorship and advertising that reinforces the idea that we’re all building the Edmonton region together.
We have started publishing more sponsored content in the past year, so we wanted to understand how that is affecting the Taproot experience:
- 73% said it either enhances (10%) or has no effect (63%) on their experience.
- 11% said it diminishes their experience.
That’s encouraging. We see sponsored content as a way to serve our audience, our advertisers, and Taproot all at the same time. We’ll continue to be thoughtful about how sponsored content is produced and presented.
Built to respect time and attention
Respondents told us they have different rhythms for staying on top of the news:
- 53% enjoy consuming news multiple times throughout the day.
- 40% prefer to check news once a day.
One comment captured the “sweet spot” we aim for.
“I like that Taproot provides me with a good amount of local news and information that I can easily digest in the morning. Not too much information to feel overwhelming, with a focus on local.”
Some people want more content, others want less. Some want it more frequently, others want it once a day. Some want it in their inbox, others prefer to check the website. We’re always trying to find the right balance, and we know there is no one-size-fits-all solution.
That said, we think the desire for trustworthy, local news and information is common across all of these different preferences. Taproot is intentionally built to respect time and attention, and to avoid clickbait, outrage, or manipulation.
As we explore new ways to make Taproot more accessible and convenient, we will build on this foundational principle.
Opportunities for improvement
We asked: “If you could change one thing about Taproot, what would you change — and why?”
The largest group of respondents said they wouldn’t change anything. Keep up the great work, they told us!
Many others shared thoughtful feedback about how we can improve. A few clear themes stood out:
- Design/readability: Improving the navigation, design, and accessibility of our website and other products is a top priority. We made some big strides last fall with the launch of our election website, but there is still much to do.
- Calendar improvements: Respondents told us they want more listings, better search and filtering, and several other improvements to make the Taproot Edmonton Calendar more useful. We launched some of these improvements in November, and we will continue to use this feedback to guide future improvements.
- Delivery preferences: Everyone has different rhythms and preferences for consuming news, and sometimes Taproot doesn’t fit those. We’re thinking about how to give people more control over email frequency, consolidation, and more. We share your desire for an app!
We also heard suggestions for new types of content, feedback on Speaking Municipally, and concerns about transparency. We are taking all of this feedback seriously and will use it to guide our work in the coming months.
Become a member to support Taproot
If Taproot helps you feel informed, connected, and engaged in the Edmonton region, membership is the best way to support our work.
Become a member, either as an individual or as an organization, and you’ll help us provide reliable intelligence about the Edmonton region without paywalls or intrusive ads. You’ll also enjoy the benefits of membership, including weekly giveaways and discounts, access to our Taproot Exchange livestream series, and more.
“I think I get great value for my membership. Keep it up!”
If you want to support Taproot but aren’t ready to become a member, you can also make a one-time contribution. Every bit helps.
And if you want to support Taproot without spending money, the best thing you can do is simple: Tell more people about Taproot. The more people who read, share, and support Taproot, the more we can do to serve the Edmonton region.
Thanks again to everyone who took the time to respond — and to everyone who chooses Taproot. We’re grateful to be a part of your day.
P.S. If you’re reading this and thinking to yourself, “Those are the people I want to reach!”, consider advertising with Taproot. We’d love to help you reach our thoughtful, engaged, and local audience.
Taproot Publishing 