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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The value of audience research

Knowing your audience and understanding the issues they face are essential factors in developing a compelling editorial proposition.
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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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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.
Radio training in Jaffna, Sri Lanka. Image by David Brewer shared via Creative Commons BY-NC-SA 4.0

Creating a distinctive radio station sound

A radio station can only achieve impact if it has a unique and consistent sound and delivers content that the listeners can relate to.
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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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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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Creating a converged newsroom

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

This article sets out the process for producing original, in-depth, issue-led journalism designed to inform the public debate.
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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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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.
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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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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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