Report on the second year of Table Stakes Europe

2022-01-24. The case studies from the second year of Table Stakes Europe show how publishers can start moving from covering general news to targeting specific audiences, what criteria they should use when selecting those audiences, how publishers should approach maintaining and updating newsroom skills and motivation that make change possible.

by Vincent Peyrègne | January 24, 2022

The Table Stakes Europe programme teaches change management skills to people working in news organisations. Participants in Table Stakes Europe 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.

Our report looks into how 10 European newspapers adopted an audience-centric mindset during the Table Stakes Europe programme, allowing them to serve their audiences with targeted content, and helping to transform casual readers into loyal subscribers. Their stories can also be explored in our Knowledge Base, a new resource centre dedicated to digital transformation and audience-focused workflows.

The report, “Understanding your audiences in a deeper way,” is available free for download in English, French, German and Spanish.

The report is documented with the Knowledge Base, featuring initiatives carried out by the participants of the programme 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 continue to be added throughout the year.




Vincent Peyrègne

Vincent Peyrègne took up duties as Chief Executive Officer of WAN-IFRA in 2012. Prior to joining WAN-IFRA, he was Head of Development at Edipresse in Switzerland (now Tamedia) with responsibility for audience insights, editorial marketing research and product development, before joining the office of the French Ministry of Culture and Communication.

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