Strategy

The value of thorough research for media organisations

Knowing your audience, understanding the issues they face, and being aware of what they think about society - and your media organisation in particular - are important factors for fine-tuning what you offer in order to better inform the public debate.

How to develop a media sales strategy

Sales is one of the most important elements of a media company's commercial strategy. The sustainability of the business relies on its ability to generate income.

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.

Identifying the target audience and its information needs

The first step in setting up a media business is to identify the audience you plan to serve. You need to know their information needs so that you can better serve them.

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.

Strategic forward planning for media organisations

This module looks at how media organisations need to plan ahead to produce original content that informs the public debate and covers the issues of most concern to the target audience.

Basics of project development for a media organisation

A media organisation must always remain alert to changing audience demand and behaviour. This involves continually examining what is produced to ensure that it is relevant to those who consume it.

Newsroom evolution from digital denial to digital first

Continually monitoring how content is being consumed by your audience, and responding quickly to technological and market opportunities, is essential to developing a sustainable business model.

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Systems thinking for journalists

A free toolkit designed to help journalists adopt strategies that address the most entrenched societal problems and hold entire systems accountable

12 tips for international media trainers

Those invited to help the media overseas need to ensure that the training they offer is continually refreshed so that it's up-to-date and sensitive to local issues and better addresses local needs.

Off-the-record chat – scenario

What should a journalist do with off-the-record information? Should they agree to conditions on its use? Should they ignore any conditions and do the story anyway? Or should they use what they have been told as background information and dig further? Try our scenario and decide what you would do in the circumstances.