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.

DC Thomson is a publisher based in Dundee, Scotland. The group owns magazines, radio stations and four daily newspapers: The Press and Journal, Evening Express, The Courier and The Evening Telegraph. The group joined Table Stakes to strengthen its internal Apollo programme, which was working on their digital transformation. Their challenge statement described their ambition for the 12-month programme: “We will refocus our newsroom – currently 95% print-focused – to one where we create higher quality, indispensable digital journalism and a first-class user experience for local audiences to drive subscriptions through a metered/premium paywall model.”