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 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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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.
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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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Knowing your audience

Identifying the target audience and discovering the information needs of readers, listeners and viewers, is essential for formulating an editorial proposition.
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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.
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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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The project management process

In this example, we were asked at short notice to help produce a televised debate between political candidates before a general election. We had three-and-half weeks to make it happen.
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.
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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 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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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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