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.