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.

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.”

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.

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.

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.

2022-12-08. The UK publisher’s newsletter “Brummie Muslims” features a mix of content from lifestyle to food tips and political news aimed at the diverse Muslim community living in the West Midlands region. Its success has generated numerous learnings about audience engagement, and has opened the door for other possible newsletters for different communities.

2022-12-08. During its participation in the Table Stakes Europe programme, the Tribune de Genève team identified several audiences they could better target. One of these is very specific to its geographical area, namely cross-border commuters, a large group of Swiss and French people who live and work between Geneva and neighbouring France.

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.

In September 2022, toward the end of their Table Stakes Europe participation, the team from Italian newspaper Il Giornale de Vicenza launched a Design/Do sprint exploring a new offer aimed at the fans of their local football team, L.R. Vicenza. They wanted to create a space that would bring people together around a club to which they have remained incredibly loyal, even if its history has not spared their emotions.

The pandemic forced the German local newspaper to rapidly rethink its approach to sports journalism. The company quickly identified the fans of the local basketball team, Brose Bamberg, as a potential target audience, and its sports desk has revamped its content production to successfully engage them.