LETTER FROM THE EDITOR: WHAT DO YOU WANT TO READ IN YOUR PAPER?

Since the advent of air conditioning, Americans have found more and more ways to isolate themselves. Front porches, once forums of gossip, family updates and neighborly exchanges, have been replaced by family rooms, which generally are dimly lit by the glow of a television set that rarely gets turned off.

It may be no coincidence that newspaper readership started dropping just about the time air conditioning came along. Television, which came along about the same time as air conditioning, gave us an excuse not to read anything, from novels to magazines to newspapers. While library patronage has enjoyed a revival in recent years, newspapers continue to bemoan dwindling readership.

Who is to blame? The readers? Or the newspapers?

Much has been said and written on the matter of newspaper readership. Millions of dollars have been spent on research. Drastic changes have been made in newspapers in an attempt to lure readers. But except for Sunday newspapers, readers generally haven't swooned over newspapers.

All of the research has produced some interesting conclusions. One theory that has made the rounds is folks today don't have enough time to read anymore. The last time I checked, there still were 24 hours in a day, and Americans had more disposable leisure time than ever before in history.

Without spending a dime, I think I have a clue why newspapers are struggling to keep readers. Think of the readers as consumers. Think of the newspaper as a product. If the product is boring and dull, the consumers probably won't be interested.

Too many U.S. newspapers have done journalistic headstands to grab readers by the throat. But you know what? Too many U.S. newspapers are b-o-r-i-n-g.

That is just one component though.

Another is what readers want from a newspaper. While most newspapers claim they exist to serve their readers, in far too many cases they simply fail to ask. When was the last time anyone from the newspaper came up to you and said, "Kind reader, what would you like in your newspaper?"

Without this vital information, there is little expectation that readers will ever rank newspapers as a very high priority. Instead they will continue to find softball, the mall and "America's Most Wanted" to be far more important in their lives than a newspaper.

Well, it isn't too late.

I want to know what you want in this newspaper. In less than a month I already have heard you want better sports, particularly box scores and more consistent coverage of national sports. You have said you want emphasis on local news but a good diet of state, national and international news as well. You have said you want more news about your family, friends and neighbors in your local newspaper.

These suggestions haven't been taken lightly. Already we are in the planning process for upgrading our sports section. Recently we began running the entire Cape Girardeau City Council agenda in a graphic so folks could see at a glance if they should participate in local government. We have started taking more photographs that recognize the good things you are doing in the community, like making donations for good causes or taking over leadership of your club or organization.

But there is more. Much, much more.

Here is the deal: I am a reasonable person. I can vouch that the news staff of this newspaper also is reasonable and vitally interested in your ideas. If you, in turn, will let us know about any reasonable suggestion you have, I personally guarantee it will get top consideration. This doesn't mean your idea will be implemented immediately. Remember the old axiom, "Difficult requests are given immediate attention. The impossible takes a little longer."

The point is that your request will get a fair shake, even if it appears to be impossible at first. I happen to believe readers know best what they want.

How do you get involved? It is very simple. Call me at 335-6611. Or call Joni Adams, the managing editor, at the same number. Or call Marty Mishow, the sports editor. Or call anyone you happen to know at the newspaper.

In advance, let me say this: Thanks for your interest and your willingness to participate.