Strategy

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.

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.

Vision, accountability and transparency

A media organisation must be clear about what it stands for. If your audience puts its trust in the news you produce, then you need to set out your editorial values and be ready to be judged.

Developing the potential of your staff

Media training is about investing in people - your staff. They are your most precious resource. Without well-trained and motivated staff, you will struggle to deliver the right quality of content to your audience.

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.

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.

The uneasy but essential evolution of news

The audience, empowered with tools to choose, create, enrich and share, is the new superuser offering alternative sources and channels of information to those of mainstream providers.

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Evaluating the impact of training

The evaluation process at the end of a media training session begins the moment you are engaged by the media organisation you are being asked to help because this is when you know the expectations and deliverables.

10 tips for investigating corruption

An investigative journalist has to plot the geometry of bribery, determine the currency of influence, document the paper trail, and deal with threats and retaliation when investigating corruption.

Managing a news website’s front page

The person in charge of a news website is like a shopkeeper who sets out their stall. If the items are badly displayed the customer might miss them, if they are not fresh people won't buy them.