Audience

who they are, what they need and how they consume media

Audience is who a newsroom serves: who they are, what they need, and how they find and consume media. For a media organization, knowing the audience shapes what to cover and where to publish. A team might pause here to check whether their picture of the audience matches who is actually paying attention.

Questions to explore

// use these as prompts in a workshop or on your own. There are no right answers.

Who is our core audience, and how well do we actually know them?
What does our audience need from us that they cannot easily get elsewhere?
Where and how do they read, watch, or listen to us?
Which groups are we reaching less than we would like?
What might our audience need from us a few years from now?

Expert voices

// notes from the journalists and AI experts who helped shape this kit

“Do we know what our audience actually thinks about AI? That knowledge could change how we shape our products.”

Anastasiia Korinovska, Suspilne

“Use the data you already have about your audience to build an AI clone of a regular reader, and one of an aspirational reader. Then interview the clones, no focus groups needed.”

Paul McNally, Develop AI

Things to consider

The audience you imagine and the audience you have are not always the same.
How people consume media shifts faster than how newsrooms produce it.
Reaching a new group often means meeting them where they already are.

using this card

Pull Audience when it is relevant and set it aside when it is not. Pair it with the other Organisation cards, lay them out on a table, and use the questions above to get everyone on the same page. Capture what you discuss on sticky notes or in a shared doc.