Great journalism alone is seldom enough alone when it comes to publishers finding the right strategy to attract a high-value audience. Commercial staff and product teams are also an essential part of the mix. And crucially, despite differing motives and philosophies, these three cohorts all have to be working well together to create a brand which attracts and retains a valuable audience.
Q5 has worked with everyone from Sky and the BBC toNews Corpand The Guardian finding ways to get sometimes disparate teams all rowing in the same direction.
And two of their expert consultants have shared some key insights on this topic in a new report headlined: Where does accountability sit for attracting and retaining high-value audiences?
Here are five key takeaways for publishers from Graham Page and Katie Burridge ofQ5:1. Get organised
It’s not enough for everyone to recognise the challenge and work independently to solve it as this risks confusing user experiences and messy commercial propositions. Successful organisations design structures and ways of working that promote collaboration.
2. The leadership team needs to share the same goal
It is essential that the most senior people in the organisation – such as the CEO, editor-in-chief, publisher and chief product officer – share a unified strategic vision. Their job is to create an environment where empowered teams can innovate.
3. Trade-offs must be made, be open about discussing them
The teams that Q5 observes operating in high-delivery, high-performance environments consistently describe having explicit discussions about the trade-offs they face. By discussing trade-offs openly and agreeing priorities collectively, teams reduce friction and accelerate decision-making.
4. Be clear about your shared goals
Source: Press Gazette
