Strategy

Adapting to changing audience behaviour

The challenge of keeping up with changing audience behaviour and ensuring that the content that is produced is available on all the devices the audience uses to access information.

Establishing a market differential with original journalism

This module is about producing original, in-depth, issue-led journalism designed to inform the public debate and meet the needs of your target audience while giving you a market differential.

Newspaper audience research Q & A

Audience research is essential if a newspaper is to remain relevant and generate revenue, but some publishers fail to gather adequate audience feedback. Here are some issues newspaper publishers should consider.

Preparing and introducing a media corporate plan

The corporate plan is the most important tool in a media chief executive’s toolbox. Without it the media organisation can become lost and directionless.

Social media test for mainstream media

Does your media organisation have a social media strategy. Does it reach out and connect with your audience? There are many ways media organisations respond to social media, but here are three.

Creating a converged news operation

A converged news operation offers improved quality control, more efficient workflows, cost savings, a steady flow of original journalism across all devices, and new resulting business opportunities.

Setting up a media business – four essential steps

A media business is like a table with four legs. These are the media organisation's target audience, the core editorial proposition that it offers to that audience, the values that the business holds dear, and the market that sustains the business. Each leg has to be strong and firm. If one leg is weak, the table wobbles. A shaky media organisation is not good.

Creating a distinctive radio station sound

A radio station needs to have a unique and consistent sound and deliver content that the listeners can relate to. Developing a station's voice can help increase reach, ratings and impact.

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Editorial independence during election coverage

Journalists, broadcasters and publishers have a responsibility towards the society as a whole. That means that journalists operate on the edges of the market and democracy.

Story weighting system for breaking news

Introducing a story weighting system helps prioritises effort on the stories that are of most value to the target audience, it saves time, speeds up production, and helps avoid wasted effort.