Building and engaging specific audiences – Report on the latest round of Table Stakes Europe

2023-02-01. The report features 15 case studies from the Table Stakes Europe programme. The companies’ stories illustrate a range of strategies and methods that news publishers can use when targeting specific audiences.

by Teemu Henriksson | February 1, 2023

The case studies include guidelines on how news companies could switch from addressing the general audience to serving the needs of key audiences vital to their growth on digital platforms, as championed by the Table Stakes Europe methodology.

The majority of the report is based on the achievements of the 23 European news companies that participated in the 2021/2022 round of Table Stakes Europe, a WAN-IFRA programme in partnership with Google News Initiative.

This year, the report’s team has chosen to focus on: 

  • Strategies and channels to reach young readers
  • Local sports teams and their committed fans
  • Readers passionate about law, order and criminal investigations
  • Families and parents-to-be interested in local activities and services
  • Niche audiences, such as cross-border commuters and a local Muslim community

The report, “Building and engaging specific audiences,” is available free for download in English, French, German and Spanish.

Table Stakes Europe teaches change management skills to people working in news organisations. TSE participants undertake specific — and significant — change management initiatives, including diversifying their revenue streams, embracing new digital platforms and expanding the audiences they serve. The audienceS-first methodology behind Table Stakes can be applied to any publisher, regardless of their market size, subscription model, or current digital transformation stage.

The case studies in the report are also included in the Knowledge Base, which features initiatives carried out by TSE participants since its start in Europe in 2019. The Knowledge Base is available in all four languages and is searchable by geography, topic, or news product type. More cases will be added throughout the year.



Teemu Henriksson

Research Editor