Here’s an idea to steal and adapt: Consider reaching a national audience that cares about a topic your newsroom covers well. The national audience may not subscribe because the rest of your reporting isn’t as relevant to them. How could you get them to read, interact with, and most importantly, financially support your coverage?
Q: What problem were you trying to solve, and why was solving the problem strategically important for your organization?
A: We have extensive, unique reporting on The Church of Jesus Christ of Latter-day Saints and know there is an audience that cares about these stories outside of the traditional Tribune audience, including members of the church who live out of state.
Our problem was how to reach a national audience that we’d never tried to reach before with our traditional marketing efforts. They are a national audience who would care about our religious coverage but may not want to subscribe to The Tribune because the rest of our reporting isn’t as relevant to them. How could we get them to read, interact with, and most importantly, financially support our excellent faith coverage?
