Does your news media company really know what “audience” means?

Too often, publishing companies conclude that anyone who sees content can safely be assumed to be an active reader. But true audience members show interest, support, and enthusiasm.

As we know in the publishing business, audience is key. We sell more advertising because of it, we beat our chests when we reach a certain number, and we believe what we are doing is ultimately for “our audience.”

Yet for publishers to move forward and compete in the new technology-laden space that is “the content consumer audience,” they’ve got to stop thinking the solution is another special section or managing the decline in print. They need to think about audience and the community that will bring mutual value. Follow the link to read more.

Does your news media company really know what “audience” means?