Nobody owns an audience: how publishers are finding and keeping readers

Brian Carruthers
Warc

Publishers of all descriptions are looking for ways to build and retain an audience, but that's no easy task in today's digital media landscape where, said Mary Hamilton, executive editor/audience at Guardian News & Media, "the internet has unbundled old ideas of demographics and content … People just take the bits they want and not all the other stuff publishers used to give them".

And it's changing constantly, she told an audience during a panel discussion at the Guardian Changing Media Summit, an event held in London in March 2016. "The rules are being ripped up and thrown away every three months. All you can do is be agile." Not only are new platforms always emerging, but existing ones are developing new products and services as they seek to monetise their users.

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