Targeting audiences in journalism

As consumers view the news with less interest, journalists inadvertently have a role to adjust their traditional practices to better connect their stories with news audiences. What are some ways they can go about achieving this?

• Journalists don't just write or film stories, but must question in the pitch who their target audience is. You can no longer assume that the audience is anyone who reads the newspaper or watches the TV station. Who has a vested interest in this subject? Who will be attracted to the story because of their hobbies or news interests? As much as election stories serve the public, the target for how an election story is compiled is based on its audience. A 50-year-old businessman's news habits differ from those of a 19-year old first-time voter, so journalists need to cater to a target when compiling stories.  

• A new role is developed in sharing the news story with where this perceived audience is. Do these people check the publication's website often? Get all of their news on Twitter? Read news from blogs on specific industry categories or email wrapups? Journalists need to place the news on the right platform in the right location, or else the story is overlooked.

• Authors must actively attend to comments on their story to show the audience they care and respect their opinion. More than continuing a conversation, this small act of kindness from a journalist shows that someone appreciates that a consumer is engaged in the news enough to comment on a story. Therefore, a response encourages audience members to pay attention to news and gives them hope that they are being heard. 

So the real question here is, why should the journalist gain so many responsibilities because consumers are changing? Why do we put all of the blame on those trying to serve democracy and do a public good, rather than the crisis of Americans with declining interests and care for the news? As we brainstorm what journalists can do to better connect journalism to audiences, the next discussion to have is what news organizations as a whole should do to avert this crisis. One of these tactics could include educating and training journalists and staff to better engage the public, but the tactics overall should focus on converged newsrooms and innovation into multimedia news to serve the public in a manner where they will pay attention to stories--ultimately, keeping journalism in business.