Sustaining journalism through relationships

Funnels. Pipelines. Ladders. Cycles. Once marketing jargon, these terms are now gaining traction within the journalism profession. It’s no secret why. Journalism is rapidly transitioning from ad-based, scale-above-all business models to ones based on more engaged audiences that support the news directly through subscriptions and memberships.

As a consequence, journalism leaders are rethinking how they relate to their audiences and communities—both in how they serve them with information and how they activate them as supporters. The old-but-new concept of a marketing “funnel” (or whichever metaphor you find most useful) might be what ties media’s public service function and its future as an again-thriving industry.

Learn from engagement practitioners, researchers and tool builders about how your newsroom can connect with and convert audiences into supporters, by engaging them in a two-way relationship.