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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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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The uneasy but essential evolution of news

Empowered audiences now act as superusers, creating and sharing content to offer alternative information channels beyond mainstream media providers.
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Setting up a media business

A media business is like a table with four legs - the target audience, the editorial proposition, values, and the market.
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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.
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Collaborative journalism explained

Newsroom collaboration empowers diverse media outlets to produce original, in-depth investigative reports, broadening the reach and impact of modern journalism.
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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Managing people and setting objectives

Media managers need to set clear objectives for all staff in order to get the best out of those who work for the news organisation.
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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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Project management skills

Successful media projects, whether new programmes, live event coverage or product launches, rely on following specific regulatory rules and industry guidelines.
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Adapting to changing audience behaviour

Media organisations need to ensure that the content they produce is available on every device the audience turns to for information.
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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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