Media strategy

Our strategy section explores long-term planning and sustainable development for news organisations. Examine digital transformation, newsroom convergence, audience engagement, revenue diversification, organisational change management, and business models that support quality journalism. All material is free to download, adapt and use. Scroll down our site map for all the content in this and other sections.

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Social media test for mainstream media

Does your media organisation have a social media strategy. Does it reach out and connect with your audience on every device they are turning to for information?
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The value of audience research

Knowing your audience and understanding the issues they face are essential factors in developing a compelling editorial proposition.
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Creating a current affairs programme

In this article we look at the steps involved in creating a radio news and current affairs programme based on the needs of the target audience.
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Newspaper audience research

Audience research is essential if a newspaper is to remain relevant and generate revenue, but some publishers fail to gather adequate audience feedback.
Radio training in Jaffna, Sri Lanka. Image by David Brewer shared via Creative Commons BY-NC-SA 4.0

Creating a distinctive radio station sound

A radio station can only achieve impact if it has a unique and consistent sound and delivers content that the listeners can relate to.
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Developing 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.
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Creating a converged newsroom

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.
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Reviewing news output is essential

A media house needs to be continually assessing whether its output is meeting the needs of the audience and achieving business targets.
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Establishing a market differential

This article sets out the process for producing original, in-depth, issue-led journalism designed to inform the public debate.
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Project management in media

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.
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Planning a journalistic collaboration

Here we look at the practical steps needed in setting up an editorial collaboration with another news organisation or other information source.
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A proven way to finance independent media

The Media Development Investment Fund (MDIF) offers a distinctive route to media sustainability, combining mission-driven financing with deep strategic support to strengthen independent journalism worldwide. 
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