In association with Fojo Media Institute, Linnaeus University, Sweden
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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.

Image to illustrate the MDIF approach in Asia

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. 
Image by Ben Sutherland released via Creative Commons CC BY 2.0

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.
Photograph of Journalism training in Vietnam by David Brewer released via Creative Commons

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.
Journalists and contributors from Hurriyat Sudan www.hurriyatsudan.com/ learning how to produce original journalism during a week-long training course held in Kampala, Uganda and organised by Fojo International

Female representation in news leadership and coverage

Is your news organisation and its output male dominated? Are women fairly represented in newsroom leadership roles and the stories covered?
Image to illustrate the MDIF approach in Asia

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. 
Image of a researcher carrying out an audience survey - created using Imagen 3 by David Brewer of MHM

Audience research and segmentation

In a rapidly shifting media landscape, where consumers have more choice than ever, a deep understanding of the audience has become essential for all media companies.
Image by Megan Finn released via Creative Commons CC BY-ND 2.0

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?
Sudanese journalist working on a project plan - image by David Brewer of MHM

Community radio project plan

Launching a community radio station is a complicated exercise with lots of overlapping elements. The most important thing to do, before you do anything else, is to stop and think.
Image by ILO/Giorgio Taraschi released under Creative Commons

Funding the news – a guide to sustainability

Sustainable business models for media managers launching outlets in tough economic climates. Explore resilient strategies for long-term growth and stability.
Image by LG released via Creative Commons

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.
Senior journalists at NTV in Vinh, Nghệ An. Image by David Brewer released via Creative Commons.

Winning audience trust and loyalty

A media organisation needs to be clear about what it stands for in order to win the trust of the audience.
Newsroom collaboration graphic created with Gemini AI

Collaborative journalism explained

Newsroom collaboration empowers diverse media outlets to produce original, in-depth investigative reports, broadening the reach and impact of modern journalism.
Logos of media support organisations

Organisations supporting independent media

We have compiled a list of organisations that offer operational, strategic, and financial/business support for independent media, helping outlets survive, grow, and enhance their impact.
Convergence graphic created by MHM with Microsoft AI Image Creator

Convergence: transforming news production

Introducing a converged news operation is rarely easy. Those trying to introduce changes in workflows, roles and responsibilities are often met with resistance.
Image by IICD from The Hague, The Netherlands released via Creative Commons CC BY 2.0

The value of audience research

Knowing your audience and understanding the issues they face are essential factors in developing a compelling editorial proposition.
Image by Rawpixels/a> released via CC[0] Wikimedia Commons

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.
Image of journalists reviewing output - created with Gemini Imagen 3 AI by Media Helping Media

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.
Image by Shunsuke Kobayashi released via Creative Commons CC BY 2.0

Knowing your audience

Identifying the target audience and discovering the information needs of readers, listeners and viewers, is essential for formulating an editorial proposition.
Image by Ben Sutherland released via Creative Commons CC BY 2.0

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.
Image by David Goehring released via Creative Commons CC BY 2.0

From digital denial to digital first

Failure to recognise and keep up with changing audience behaviour is one of the most common reasons for media organisations struggling.
Image by Vera Kratochvil released via Creative Commons CC0 1.0 Public Domain Dedication.

Establishing a market differential

This article sets out the process for producing original, in-depth, issue-led journalism designed to inform the public debate.
Project management image courtesy of pxhere and released under Creative Commons Universal

Project management skills

Successful media projects, whether new programmes, live event coverage or product launches, rely on following specific regulatory rules and industry guidelines.
Image by Werner Anderson released via Wikimedia Commons (CC BY 2.0)

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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