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Newspaper audience research Q & A

Audience research is essential if a newspaper is to remain relevant and generate revenue, but some publishers fail to gather adequate audience feedback. Here are some issues newspaper publishers should consider.

Vision, accountability and transparency

A media organisation must be clear about what it stands for. If your audience puts its trust in the news you produce, then you need to set out your editorial values and be ready to be judged.

Content sharing for the benefit of all

Small news organisations, eager to offer their audience a wider choice of news, can now take advantage of a free international wires service currently syndicating in 90 languages.

Identifying the target audience and its information needs

The first step in setting up a media business is to identify the audience you plan to serve. You need to know their information needs so that you can better serve them.

The value of thorough research for media organisations

Knowing your audience, understanding the issues they face, and being aware of what they think about society - and your media organisation in particular - are important factors for fine-tuning what you offer in order to better inform the public debate.

Strategic forward planning for media organisations

This module looks at how media organisations need to plan ahead to produce original content that informs the public debate and covers the issues of most concern to the target audience.

How to develop 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.

Developing the potential of your staff

Media training is about investing in people - your staff. They are your most precious resource. Without well-trained and motivated staff, you will struggle to deliver the right quality of content to your audience.

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