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.

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.”

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.

Aiming to reach younger audiences, the Czech publisher conducted an experiment that used TikTok as a primary channel to distribute its sports journalism targeted at young audiences. Having exceeded their initial goal on the social network, the experiment is now inspiring other newsrooms within the company to set up their own TikTok channels.

The Spanish newspaper used the Table Stakes methodology to identify a new focus audience, the Spanish Legion and the broader community around the military unit. La Voz de Almería has since launched a dedicated website section, newsletter and a YouTube channel to serve this target audience.

The Spanish publisher has created new dashboards that give insights about the performance of its online content and help inform its newsroom’s editorial planning. The company has also conducted a website and app redesign, which has produced higher reader engagement while also reducing churn.

The daily 24heures has a real presence across the canton of Vaud and its capital, Lausanne. One of the things that set this area apart is the diversity of the foreigners who call it home. Although these people number close to 260,000, articles about their lives, interests and concerns are few and far between. As part of its Table Stakes Europe challenge, the 24heures team went out to find out more about Portuguese expats, who make up the largest foreign community in the area.

During the past year, the staff of Diario de Navarra (DN), a regional news publisher based in Pamplona, Spain, have been intensifying their efforts to drive digital subscriptions. The publisher is also targeting two specific audiences (families and professionals) as part of an effort to move from a generalist audience approach to segmented audiences.

Having identified people interested in housing as a promising target audience, the German publisher used a persona-based workshop process to create a new product – a website subdomain – for its content about building and living. The workshop approach demonstrated how user-focused methods can help news publishers in their product development.

Barcelona-based news brand ARA launched in 2010. They publish a print newspaper and have a digital presence (website and apps) with ara. cat. ARA has editions in Catalonia, Andorra, Girona, Tarragona, Lleida, Balearic Islands and Valencia. There is also ARA in Spanish and a selection of articles in English.