A resource for news innovators to learn, plan & do.

Serve targeted audiences with targeted content

Think and act audience first. Be audience-driven across your enterprise. Identify and focus on particular, target audiences with needs, interests and problems that you can address well and derive revenue from. Use your local market knowledge, perspective and presence to serve these audiences far better than competitors. In doing this, don’t trap yourself into serving individuals alone – don’t overlook businesses and organizations as potential content customers you can serve.

Big Picture A primer on why news organizations must serve targeted audiences with targeted content

Audience first is a mandatory change imposed by digital media realities. It is Table Stakes – without it, your news enterprise cannot be ‘in the game.’ Equally important though is this: putting audiences first not only gets you into the game but also far better positions your newsroom to provide more effective journalism whose relevance and value better serves the needs, interests and problems of target audiences. In other words, audience first is essential to fulfilling your journalistic mission.

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