Can professional and institutional audiences be targeted with the same engagement strategies as the general public? General interest news media include a B2B component in their subscription revenues and, at best, have a dedicated team focused on developing this target audience. By applying the Table Stakes methodology and tools, the French publisher Mediapart has developed new strategies to better attract and retain the B2B segment.

Nordkurier, a news publisher based in the German state of Mecklenburg-Vorpommern in the country’s northeast, created a weekly newsletter that aims to strengthen the bonds between people who used to live in the region with the area’s present and its future. By autumn 2021, the newsletter had just over 3,500 subscribers, and apart from advertising it has also enabled other business opportunities for the publisher.

Kölner Stadt-Anzeiger (KStA) is a daily print newspaper and web publication, owned by DuMont, a regional publisher based in Cologne, Germany. During the past year, KStA made significant headway with the aim of focusing on specific audiences rather than general ones. The publisher used data analysis to identify the topics that engage its audience – and those that it could stop covering – with impressive results.