In our digital age, publishers are obsessed with audience and expanding reach. Yet, many don’t know where to start.
If you’re in a legacy organization, how do you appeal to the next generation? Or how do you establish a closer relationship to the residents that you serve?
Here are three things that I think you should consider:
Look within: What is the mission of your organization? Is expanding a particular audience on par with your mission? A lot of time we want to grow, grow, grow, but we don’t really know how it actually aligns. Podcasts are cool. Mobile apps are are cool too. But do you need one?
Take Stock: You want to grow your younger audience, but there’s no one under the age of 30 in your newsroom. You want a more racially diverse audience, but there’s about two people of color in your newsroom. You also want to translate your work into a few different languages spoken in your community, yet no one in your newsroom is part of those communities. You get where I’m going here. If you want to grow your audience, then your newsroom should be on the frontier of that growth.
Measure, measure and then measure some more: What does success look like? There should be clear and measurable goals before you look to expand an audience. That doesn’t mean that these goals can’t change in the future, but you need a starting point.
What is your newsroom doing to reach new audiences? I’d love to know and possibly feature it in next week’s newsletter.