#1 Serve targeted audiences with targeted content

estimated reading time 6 minutes

Süddeutsche Zeitung: How can you drive change when you are still doing quite well?

Change and transformation are inevitable for publishers when the threat is huge. But for Süddeutsche Zeitung (SZ), there was no threat – at least in terms of digital subscriptions. Germany’s biggest quality daily newspaper had already undergone profound changes in recent years – and was able to increase its subscriber base month after month – already before it joined Table Stakes Europe.

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estimated reading time 4 minutes

Targeting specific audiences helps Blick engage new and existing readers

2023-04-25. “We want to create emotional touchpoints that not only strengthen the loyalty of our existing readers to our brand but also engage with new audiences who have not yet experienced our platform, allowing them to form a positive first impression through one of our verticals,” says Bettina Widmer, of Switzerland’s Blick Group.

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estimated reading time 5 minutes

Birmingham Live reaches out to the local Muslim community

2022-12-08. The UK publisher’s newsletter “Brummie Muslims” features a mix of content from lifestyle to food tips and political news aimed at the diverse Muslim community living in the West Midlands region. Its success has generated numerous learnings about audience engagement, and has opened the door for other possible newsletters for different communities.

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estimated reading time 6 minutes

Tribune de Genève gets cross-border commuters on board

2022-12-08. During its participation in the Table Stakes Europe programme, the Tribune de Genève team identified several audiences they could better target. One of these is very specific to its geographical area, namely cross-border commuters, a large group of Swiss and French people who live and work between Geneva and neighbouring France.

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estimated reading time 1 minute

How Birmingham Live created a community for local families

2022-12-08. Started as an online community for mothers (and fathers!) living in the Birmingham area, the Brummie Mummies network engages local families through a newsletter, a podcast and on social media.

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estimated reading time 5 minutes

Rheinische Post: Baby steps lead a giant to stride ahead

Rheinische Post is a large and influential media group in the Rhineland, in the west of Germany, a regional giant. Their flagship title started its Table Stakes Europe, audience-centric journey with “Willkommen, Baby!”, a cluster of digital content targeted at parents-to-be. It was a game-changer, and nudged the publisher forward in its digital transformation. Here is how.

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estimated reading time 4 minutes

Il Giornale di Vicenza is building a home for Vicenza football fans

In September 2022, toward the end of their Table Stakes Europe participation, the team from Italian newspaper Il Giornale de Vicenza launched a Design/Do sprint exploring a new offer aimed at the fans of their local football team, L.R. Vicenza. They wanted to create a space that would bring people together around a club to which they have remained incredibly loyal, even if its history has not spared their emotions.

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estimated reading time 5 minutes

Fränkischer Tag: Engaging the local basketball team’s fan community

The pandemic forced the German local newspaper to rapidly rethink its approach to sports journalism. The company quickly identified the fans of the local basketball team, Brose Bamberg, as a potential target audience, and its sports desk has revamped its content production to successfully engage them.

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estimated reading time 7 minutes

La Voix du Nord converts and retains amateur football fans

Editorial coverage of amateur football is of interest to those who play it as well as their families, friends and sponsors: people who are loyal to their local teams in their victories and defeats. These engaged communities represent a significant potential for a regional daily newspaper. La Voix du Nord has long been aware of their importance and, since the end of 2021, has been saying it loud and clear to fans.

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estimated reading time 3 minutes

TikTok: Le Parisien’s journey from zero to 400,000 followers

A participant in an earlier Table Stakes Europe round, Le Parisien has established a strong foundation on TikTok since it started publishing on the platform a year ago. Here, the company’s head of video shares what they have learned along the way.

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