Opinion: SBJ is listening. Here’s what we’re learning.

Marty Goodnight

We’ve spent this year listening to readers, advertisers and business leaders, looking closely at how people use Springfield Business Journal and learning from business publishers across the country. Along the way, we’ve gained a clearer picture of what our readers value, what they want more of and where we have opportunities to improve.

I want to share a few findings and what you can expect from SBJ in the months ahead.

Strong readership, changing habits
Our recent reader survey and independent readership audit confirm that SBJ reaches an influential business audience. The audit found an average household income of $233,200, with 78% of readers influencing purchasing decisions at their organizations. In the SBJ survey, 77% said they make or influence significant business decisions.

Our reach is substantial. Circulation Verification Council reports an average of 5.2 readers per print copy, or nearly 11,700 readers per edition. We also have more than 8,700 digital edition subscriptions, and nearly 100% of SBJ circulation is paid. Our website adds to that reach, averaging 95,762 monthly visits and 65,601 users during the first half of 2026, according to CVC.

One finding caught my attention. Readers ranked our email newsletters as their preferred way to receive SBJ, followed by the digital version of our weekly publication and then the mailed print edition. That’s significant for a publication approaching its 50th anniversary. Our readers continue to value SBJ, and they’re telling us they want more choices in how they receive it.

I recently attended a Poynter Institute workshop through the Alliance of Area Business Publishers. We discussed how artificial intelligence, changing search habits and declining social media referrals are affecting our industry. We also shared ideas about building stronger relationships with readers. It’s valuable to compare notes with publishers who understand our business, and I came home with plenty to consider.

More business news, insight and intel
Our survey identified strong interest in breaking business news (62%), business openings and closings (61%), and development, construction and real estate (42%). Readers also want more coverage of workforce development and issues affecting health care, manufacturing, education, finance, technology and other industries important to our regional economy.

The message is clear. Readers want to understand what’s driving business decisions and changes in our economy. Where are companies investing? How are employers responding to workforce shortages, technology and rising costs? Even our business lists tell a larger story. Changes in rankings, employment and revenue can reveal industry trends, competitive pressures and opportunities worth examining.

That’s the reporting we’re emphasizing: original business news, useful data and insight that help readers understand their industries and make informed decisions. Sometimes the most valuable story is a quick update with the right context. Other times, the subject deserves a deeper look.

I also want to be clear about our editorial focus. SBJ is a business journal, not a general community newspaper. We’re fortunate to have local news organizations that provide broad community coverage, and we’ll gladly refer readers to their reporting. When a story crosses into the business world, our responsibility is to explain its economic impact and what it means for employers, investors and business leaders.

We’re aligning our news team and leadership around these priorities, building on SBJ’s strong reputation while looking ahead to the changing needs of our readers and business community. That means embracing new ideas, pursuing opportunities and keeping our focus on what matters most: delivering the news, insight and intelligence that make SBJ southwest Missouri’s Business Authority.

Making our platforms work better
The survey results give us good direction. Readers want timely information, convenient access and the ability to choose how they engage with SBJ. Print remains an important part of what we do, while email and digital platforms offer opportunities to reach readers more frequently and in ways that fit their schedules.

We’re taking a close look at our website and reviewing improvements to our email news experience. We’ll continue focusing on our weekly print and digital editions, too. The goal is straightforward: Make it easier to get the business information you need, when you need it, while adding more value to your experience with SBJ Media.

We want to hear from you
Some of the most useful feedback I’ve received this year has come from conversations with readers and business leaders. Those discussions have influenced how we’re thinking about our reporting and products, and I want to make regular input part of our work.

Before year’s end, we’ll begin forming a reader advisory panel to help our news team identify important business issues and stories worth pursuing. We’ll also make it easier to share news tips, suggest coverage and provide feedback.

We’re investing in newsroom leadership to put these priorities into practice. Your input will continue to shape SBJ’s future, and I look forward to showing you the results.

Marty Goodnight is publisher and owner of Springfield Business Journal. He can be reached at mgoodnight@sbj.net.