Audiences

estimated reading time 5 minutes

How a social reform inspired an audience at L’Opinion

The daily newspaper started its Table Stakes project with the aim of accelerating its digital transformation and leveraging its 10th-year anniversary event to increase its digital subscriber count. When the news agenda disrupted their roadmap, L’Opinion’s Table Stakes team quickly identified a new focus audience: people who want to make the most of their last 15–20 years of working life.

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estimated reading time 4 minutes

Ringier Hungary: How car content helped drive the newsroom’s spirit of innovation

Aiming to refresh its brand image and attract more male readers, the Hungarian publisher used its participation in Table Stakes Europe to start working on new types of automotive content, particularly around service and explanatory journalism. Success in this area has helped to build momentum for other experiments in the newsroom, from other focus audiences such as Wine and Tech, to a pilot around content monetisation.

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estimated reading time 6 minutes

Rossel Est Médias: Becoming the ‘Champagne Nation’

The choice of target audiences within the framework of their Table Stakes Europe project quickly became evident to the Rossel Est Médias team. Operating in a region deeply attached to Champagne production, the group decided to address “those who make the wine and those who love it.”

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estimated reading time 5 minutes

Hamburger Abendblatt: How focus on culture content helped create ‘the Galileo effect’

Challenging conventional wisdom, the Abendblatt team’s journey with Table Stakes Europe has allowed them to prove that regional cultural content, when done well, CAN attract new digital subscribers. The successes of the culture desk are now inspiring change in the wider newsroom.

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estimated reading time 4 minutes

L’AGEFI diversifies its market by targeting women working in finance

The French media company decided to target women working in the finance sector after identifying a critical gap in the demographics of their subscribers and event attendees. The aim is to help women build careers in finance by producing content that helps them create aspirational professional paths and by providing useful networking opportunities.

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estimated reading time 4 minutes

Our Media: Reaching a younger audience by providing help to those dealing with eating disorders

An important goal for Our Media during its participation in Table Stakes Europe was to start moving away from being viewed as a conservative medium towards being seen as a fresh, modern one in order to reach younger people. The publisher also wanted to increase engagement with its audiences by producing more high quality content. A key metric was to track the amount of time that their audiences spent with content.

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estimated reading time 4 minutes

General-Anzeiger Bonn keeps the momentum from TSE going: ‘At some point, this becomes second nature’

The German publisher’s second year in Table Stakes Europe allowed it to spread the audiences-first approach further in the newsroom, build on its existing audience-focused products and launch new projects.

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estimated reading time 5 minutes

Hildesheimer Allgemeine Zeitung: Resolute change agents gain success by focusing on reader needs

During its year in Table Stakes Europe, the German publisher created a successful new brand for food and gastronomy content and transformed its approach to covering local music festivals. These and other audience-focused efforts have dramatically improved their performance metrics and paved the way for future digital revenue growth.

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estimated reading time 4 minutes

Audiences at the heart of Karjalainen’s radical newsroom overhaul

The Finnish local newspaper overhauled its entire newsroom based on lessons learned from successful audience-focused experiments. The key objective: to better engage new, younger digital subscribers. “Everything we do, every day, should only be things that support our goals. We have tried to build a structure that forces us to do that,” said
Jyrki Utriainen, Karjalainen’s Managing Editor.

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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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