Insights, tools and research to advance journalism

Dena Levitz

10 tips for understanding your audiences and targeting new ones

News companies, especially newspapers, were historically organized to pursue mass audiences. The goal was to build up the biggest possible audience by covering the widest array of general interest topics. That’s no more. In a consumer-driven media age, in which charging for digital content is becoming a large part of the business model, publishers have […]

6 marketing and research lessons for sophisticated selling of digital subscriptions

As news organizations increasingly rely on subscription revenue, this shift demands a new approach toward audience. Publishers must understand user behavior better, take advantage of analytics and be more audience focused. A leading market economist and two executives from the New York Times outlined increasingly sophisticated methods to hone in on reader preferences during a […]

10 secrets of successful meters, paywalls and reader revenue strategies

Moving a media organization from free to paid content requires more than a meter. It also demands new skills, a deeper understanding of the audience, and improved content, both to maximize revenue and ensure consumers continue to see value worth paying for. Listening to innovators from several companies—from the New York Times to Gannett, Atlantic […]

The Deseret News strategy for reinventing newspaper content

In a media environment where better content is just one click away, publishers should focus intensely on the subject areas about which their communities are most passionate and then use increasingly sophisticated data measures to drive how to distribute this content as widely as possible.

6 principles Clark Gilbert used to transform Deseret News

Industry wide, American newspapers today derive an average of 17 percent of their revenue from digital. The Deseret News and Deseret Digital Media averages 45 percent, a little more than three years after former Harvard Business School professor Clark Gilbert took over the company. How has he done it?

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