Publish on the platforms used by your targeted audiences

Here’s an idea to steal and adapt: Shifting from a print-first publishing workflow to a digital-first process helps create and encourage an audience-first philosophy in newsrooms.

Here’s an idea to steal and adapt: Grow your audience — including younger, more diverse readers — by using non-traditional social media platforms to promote stories and establish lines of communication where readers feel like they can interact with a person, not a company.

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: Use your reporting, digital, photography and video resources, and take advantage of the growing popularity of streaming platforms and mobile-friendly video. Present existing coverage in an audience-focused newscast that’s attractive to new sponsors.

Here’s an idea to steal and adapt: Use your newsroom talent and expertise to put on live events that show off your depth as an organization and offer new ways for audiences to engage with your work.

Here’s an idea to steal and adapt: If you want to maximize your digital subscription growth, you must have a focused plan on not only how to grow your subscriber base, but also how to retain and improve the engagement and loyalty of your current subscribers.

Here’s an idea to steal and adapt: Newsday is driving digital subscriptions and engagement with targeted newsletters.

Here’s an idea to steal and adapt: Since the onset of the COVID-19 pandemic in the United States, the KPCC-LAist newsroom has invited questions from its audience. Nearly 4,000 people have written in. More than half of them have opted into newsletters, and nearly all have received a personal answer. 

Here’s an idea to steal and adapt: As a statewide public media TV network, University of North Carolina TV, or UNC-TV, is building a new and larger audience by producing digital content while staying committed to its traditional broadcast audience.

New platforms emerge regularly, different audiences gravitate to them, anxiety about “being on” them ensue, and then this cycle repeats until the next platform emerges. Avoid this by taking a strategic view of developing and effectively managing the portfolio of platforms used by your audiences.

Consider different purposes for platforms, use criteria tailored to those purposes, and use a management process for selecting platforms.

Publishing plans for each platform begin with the audience in mind, not the platform.

You need to name specific platform “owners” — who operates as a GM or publisher — taking responsibility for all aspects of platform performance, including strategy, operations, customers, costs and revenues.

Experimentation is essential because existing digital platforms evolve; new ones emerge; and, how to use digital platforms to publish content and build loyal audiences demands continuous improvement and innovation.