Audience development

Here’s an idea to steal and adapt: Traditional TV news stations can take an audience-centered approach to election coverage by following the lead of nonprofit and digital news outlets.

Here’s an idea to steal and adapt: Organize a series of events (with wide-ranging topics) in communities across your state to build your news organization’s relevance.

While social referrals to news sites are declining, social video consumption is booming, especially on platforms like YouTube, Instagram and TikTok.

Reddit’s unique appeal lies in its ability to foster in-depth discussions on niche topics.

By hosting live discussions on relevant topics and actively promoting these events, news outlets can showcase their expertise and interact directly with viewers. 

By engaging community members, news outlets can expand their resources and address gaps in local reporting.

To start, choose a charismatic host and encourage experimentation with different content styles.

Here’s an idea to steal and adapt: Meet your target audiences in the online spaces where they’re already gathering.

Here’s an idea to steal and adapt: Wildcaster LIVE aims to connect fans with trusted reporters.

Here are three ideas to steal and adapt: LAist, Enlace Latino NC and Spotlight PA developed easy-to-use tools for voters during local elections.

Don’t assume you know what a generation wants from their local news if you’re not in that generation. And don’t generalize. Active listening sessions will help you hone in on specific coverage gaps.

Mistakes lead to progress when it comes to engagement — just ask your peers at the Montgomery Advertiser, Dallas Morning News and Substantial Media.

Here’s an idea to steal and adapt: If you want to easily gauge your audience and facilitate immediate responses and manage your relationship with your audience, use a two-way text messaging program.

Here’s an idea to steal and adapt: Use Instagram to listen to your audience, especially during a major breaking news event. Provide your readers with explainers and relevant service journalism. Let their concerns and questions guide important parts of your coverage.

Here’s an idea to steal and adapt: As part of a newsroom reorganization, The Philadelphia Inquirer built an audience development team to support its transition to a digital subscription business. It’s a team anchored by versatility and diversification. We wanted to create a data-informed newsroom (not data-led, as solid news judgment is just as important as ever) to achieve responsible reach and loyalty at scale for its journalism.

Email is key to reaching individual readers and measuring the success of subscription marketing. This primer from API’s Reader Revenue Toolkit covers technical and programmatic approaches to email capture.