How to create a reader advisory board for your publication

Imagine having a squad of your most loyal readers helping you shape your publication’s future. No, it’s not a fantasy; it’s a reader advisory board. For magazine and news website publishers, this is like having a focus group on speed dial, ready to tell you what’s working, what’s not, and what’s downright genius. It’s a bridge between your editorial team and your audience, ensuring that your content resonates while fostering a sense of community. Here’s how to set one up and make it a game-changing part of your editorial strategy.

Step 1: Define Your Goals

Before inviting anyone to the table, figure out what you want to achieve. Otherwise, it’s just a bunch of people talking over each other, which is only entertaining at family dinners.

• Feedback on Content: Want to know if that new investigative series hit the mark? Ask your board.
• Audience Insight: Learn what your readers love, hate, and secretly wish you’d publish more of. Maybe it’s in-depth political analysis or cat memes—you never know until you ask.
• Community Engagement: Build a deeper connection with your audience by involving them in the decision-making process. It’s like a backstage pass to your editorial world.
• Innovation Lab: Use the board as a think tank for new ideas—because two heads are better than one, and ten heads are unstoppable.

Step 2: Recruit the Right Members

Not all readers are advisory board material, and that’s okay. You’re looking for a mix of passion, diversity, and constructive criticism—the kind that makes your publication better, not just different.

• Superfans: Those who comment on every article or share your content religiously on social media. They’re already invested.
• Silent Observers: The ones who consume everything but never speak up. Giving them a voice can be eye-opening.
• Topic Specialists: Readers who are experts in specific areas you cover, like tech, travel, or politics. Their insights can be a goldmine.
• Fresh Eyes: New subscribers or readers who can offer a different perspective. Sometimes, naivety breeds brilliance.
• Diverse Voices: Ensure your board represents a broad spectrum of demographics, interests, and viewpoints. Inclusivity drives innovation.

Step 3: Set Clear Expectations

Your advisory board isn’t a free-for-all—it’s a structured group with a purpose. Let them know what’s expected to avoid chaos (or worse, Zoom fatigue).

• Role: Are they consultants, critics, or cheerleaders? Define their purpose upfront so they’re not left guessing.
• Time Commitment: Monthly Zoom calls? Quarterly surveys? Make it manageable for everyone involved—nobody wants this to feel like a second job.
• Compensation: While many will join for the love of your publication, a little incentive—like exclusive swag, early access to stories, or a shoutout—goes a long way.
• Boundaries: Be clear that they’re advising, not deciding. The editorial vision is still yours, but their input shapes the journey.

Step 4: Create a Structure That Works

A reader advisory board without structure is like a story without an ending—chaotic and frustrating. Here’s how to keep things running smoothly.

• Size Matters: Aim for 8-12 members to keep discussions manageable while allowing diverse perspectives. Bigger isn’t always better.
• Regular Meetings: Schedule meetings or virtual check-ins at consistent intervals. A monthly cadence works for most, but adapt to your board’s preferences.
• Agendas: Send out an agenda before each meeting to keep discussions focused and productive. Random chats are fun but rarely actionable.
• Facilitation: Appoint someone from your team to lead discussions and ensure everyone gets a chance to speak. Silence isn’t golden here.
• Rotate Roles: Let different members take the lead occasionally to keep things dynamic and engaging.

Step 5: Gather Actionable Feedback

Your advisory board’s value lies in their insights. Make sure you’re capturing it effectively without overwhelming them.

• Surveys: Use pre-meeting surveys to gather opinions on specific topics. Quick, focused questions work best.
• Roundtable Discussions: Dive deep into key issues during meetings. Encourage open dialogue but keep it on track.
• Focus Topics: Each session should focus on one or two themes, like upcoming features, website usability, or new editorial directions.
• Follow-Ups: Summarise key takeaways and share them with your team. Actionable insights are the goal—don’t let great ideas get lost in the shuffle.

Step 6: Keep It Fun and Rewarding

Being part of your reader advisory board should feel like a VIP experience, not a chore. Make it memorable and rewarding.

• Exclusive Content: Give members sneak peeks at upcoming stories, behind-the-scenes access, or early invites to events.
• Shoutouts: Highlight their contributions in newsletters, on your site, or even in print (with their permission, of course).
• Swag: Branded mugs, tote bags, or even digital badges can make members feel appreciated. Who doesn’t love free stuff?
• Social Perks: Host occasional in-person or virtual meetups to build camaraderie. It’s a team, not just a task force.
• Fun Challenges: Organise small competitions or brainstorming sessions with rewards for the best ideas.

Step 7: Measure the Impact

You’re investing time and effort into this board, so make sure it’s delivering value—both for your publication and the members.

• Track Changes: Note what suggestions you’ve implemented and how they’ve impacted your publication. Quantify results where possible.
• Survey the Board: Regularly ask members how they feel about their involvement and what could improve. Happy members mean better feedback.
• Engagement Metrics: Look for trends like increased traffic, subscriptions, or social shares tied to board-driven ideas.
• Internal Feedback: Check in with your team to ensure the board’s input is actionable and beneficial. Editorial harmony is key.

Final Thoughts

Creating a reader advisory board isn’t just a smart move—it’s a statement. It shows your audience that you care about their opinions and are willing to adapt to meet their needs. Plus, who wouldn’t want a built-in focus group to help steer their publication in the right direction? It’s like having an editorial crystal ball, only with fewer mysterious fogs and more tangible results. So go ahead, assemble your dream team, and watch your content—and your connection with readers—reach new heights.