Rethinking Strategies for Growing Audience and Money

Scott Stines

Newspapers rely on advertisers to make money, but in the face of falling readership figures, social change and an increasingly fragmented media marketplace, advertisers may be expected to 'follow the audience' elsewhere.

Rethinking strategies for growing audience and money

Scott Stinesmass2one

The first day at a new job is always memorable. However, the first day at a new job early in my career was not only memorable; it was a day that changed my outlook on advertising and my future business career forever.

At the end of the usual first day “get-acquainted” tour of the building and staff, we entered a conference room. Inset in the wall was the biggest television I had ever seen. On cue, the employment director entered. She pressed a button, the lights dimmed, and the large...

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