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.

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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Project management in media

A media organisation must always remain alert to changing audience demand and behaviour. This involves continually examining what is produced to ensure that it is relevant to those who consume it.
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Developing a media sales strategy

Sales is one of the most important elements of a media company's commercial strategy. The sustainability of the business relies on its ability to generate income.
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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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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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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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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.
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.
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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. 
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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.
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.
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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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