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Strategy

For those involved in developing a strategy for running a successful media business which informs and covers costs.

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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.
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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.
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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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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.
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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.
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The value of thorough research for media organisations

Why surveying the audience is important 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...
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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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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.
Senior journalists at NTV in Vinh, Nghệ An. Image by David Brewer released via Creative Commons.

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.
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Newspaper audience research – a 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.