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.

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.

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.

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.

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.

To support its ambitious goal for increasing digital subscriptions, the publisher, as you might expect, based in the far north-west of Germany, launched a newsletter in June targeted at families. Over 3000 people have subscribed to the newsletter since then, and it is also driving digital subscriptions on nwzonline.de.

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.

The Zaragoza, Spain-based news media company Henneo, which publishes the newspapers 20 minutes and Heraldo de Aragon, has spent much of the past year focussing on its audiences and developing more targeted content. This is being done in concert with efforts to launch a digital subscription model.