Begin your approach to reaching new audiences by tearing down a wall — the one between editorial and marketing.
Reaching new audiencesReaching audiences (and making it easy for audiences to discover you) should be an essential function of any news enterprise. Part of the challenge, however, is identifying the right audience — and then using the right tactics to attract them. This section of Better News guides you through key decisions to help your organization reach new audiences, and proven tactics for doing so.
Big Picture A primer on reaching new audiences
Reaching audiences is no longer just another function of marketing and circulation teams in traditional business departments of media organizations. The role of attracting readers/viewers/listeners belongs to everyone, including (and especially!) the newsroom.
Plan Strategic considerations for reaching new audiences
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Do Tactics to help you reach new audiences
Here’s an idea to steal and adapt: Carolina Public Press, a nonprofit investigative news outlet in North Carolina, created a spreadsheet to “score” each of its news stories for reach and impact — giving it the data and insight needed to improve its reporting, identify skill and capability gaps, and help its reporting reach more people and make a bigger difference.
Here’s an idea to steal and adapt: The Milwaukee Journal Sentinel developed a social strategy to reach new audiences with three parts: best practices to encourage sharing, programming Facebook and creating social-exclusive content.
Here’s an idea to steal and adapt: The Bay Area News Group had moved to a digital first publishing platform but quickly realized some writers and editors were finding an audience for their content better than others. They realized they needed to get everyone on the same page — with a suite of digital content guides.
The Institute for Nonprofit News provides case studies for 28 projects tasked with reaching a distinct audience.
Practical tips for understanding your current audience and attracting new ones.
This research analyzes 100 million article headlines to find what works for attracting audiences from Twitter and Facebook.
The Trusting News Project’s findings help guide journalists to earn their audience’s trust through social media strategies.
Billy Penn founder Jim Brady discusses audience-building approaches for reaching a millennial audience from scratch.
Some local news organizations are finding success reaching new audiences through Nextdoor, a private social network that allows news partners to tailor their approach to a neighborhood level.
Here’s how GroundSource enables journalists to connect with communities via text messaging and messaging apps —
and why it works for a specific audience.
The Tow Center for Digital Journalism’s research on chat apps highlights how major news organizations have used various messaging apps to reach mobile audiences.
Tips and ideas from publishers that have found success using Facebook’s interest targeting feature to reach niche audiences.
Audiences have choices – lots of choices. So, it is imperative that your newsroom understand the needs and interest of audiences from their perspective, not yours.