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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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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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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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?
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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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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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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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Forward planning for media organisations

This module looks at how media organisations need to plan ahead in order to produce original content that informs the public debate and makes the most efficient use of resources.
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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.
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.
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The value of audience research

Knowing your audience and understanding the issues they face are essential factors in developing a compelling editorial proposition.
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.
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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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