Growing Audience: Audience PlanBook

For years, newspapers have had to endure the chiding of a seemingly endless stream of pundits, issuing grand sweeping statements about “New Media” that are short on specifics. The Audience Planbook has been written to take newspapers from the question of “What” (the business has to change) to the more difficult and specific question of “How.”

These eight chapters break that question into a series of steps to be taken to reinvent newspapers. We recognize that every newspaper exists in a distinct market, with unique local conditions. Thus, our challenge has been to straddle the line between being so broad that we join the chorus of vague philosophers, and being so specific that the tools apply only to a few. There is no one perfect solution, no magic wand in these chapters; but it is our hope that with these as our starting point, one can be found.

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