Johnston Press is one of the top community media organisations in the UK and Ireland – both in print and online. However as audiences became more sophisticated JP needed to embrace a range of digital channels and engage their readers in new ways. In 2011 a strategy was implemented which would enable JP to maintain its position as a premier player in this new environment. Success would need people to change mind sets and attitude and embrace new skill sets and ways of doing things. It would also need a high level of buy-in and commitment – in other words engagement. The first step – getting a solid measure of how engaged the people were.