Dynamic relationships with readers

It is important for newspaper publications to understand their readers’needs, such as what kinds of news publications the public prefer and want to know more on. Also, to engage in their potential readers as well so as to provide better news coverages that are relevant to readers’ lives and increase the readerships, and Apple Daily had accomplished these areas successfully though the effective strategies they had used. They had included several innovative interaction mechanisms in its publication, such as the focus group, corrections and comments section in the paper and web message boards that systematically gather readers’ feedbacks and making sure readers’ preferences can be reflected in the daily news selection. These show that the Apple Daily cares about their readers’ preferences more than other newspapers, as it treats newspapers like a "commodity" and believes that it is much more important to publish stories that readers prefer to read.

Moreover, a public community was created by the media, especially the news media after the lifting of political restrictions on newspapers in 1988, as both the formal structures of government and the informal structures of civil society turn to this forum for information. This is when the tabloid style newspaper Apple Daily was introduced into the already competitive newspaper market and it had established a dynamic relationship with their readers by involving them in news production processes. This means that the readers are concerned about the press and the role it plays in a democratic society, they are then treated as information consumers when they provide their opinions to the publication and these feedbacks they had provided had became much more important. Though the enforced, two-party system of representation goes a long way towards making democracy because access to information and ideas remains crucial to the public’s capacity to organize and resist. Thus, newspapers have become more reader-oriented and market-driven (Underwood & Stamm, 1992).