INTRODUCTION
It’s time to address your specific audiences, 6
Is your news enterprise winning the battle for the scarce time and attention of audienceS? 8
Google News Initiative: Supporting publishers on their digital transformation journey, 10
CHAPTER 1: YOUNG READERS
Six steps that helped NWT gain younger readers and increase reader revenue, 12
How The Conversation used audiences-informed commissioning to increase engagement among young professionals, 16
How targeting the Gen Z audience helped Czech News Center kickstart its TikTok presence, 19
TikTok: Le Parisien’s journey from zero to 400,000 followers, 22
CHAPTER 2: LOCAL SPORTS
La Voix du Nord converts and retains amateur football fans, 25
Fränkischer Tag [Germany]: Engaging the local basketball team’s fan community, 28
Il Giornale di Vicenza is building a home for Vicenza football fans, 31
CHAPTER 3: LAW, ORDER AND INVESTIGATIONS
Schwäbisches Tagblatt [Germany] reaches young and female audiences with a new crime podcast, 35
DC Thomson’s investigative documentaries help engage audiences, drive subscriptions [Scoltand], 38
CHAPTER 4: FAMILIES
Rheinische Post [Germany]: Baby steps lead a giant to stride ahead, 43
How Birmingham Live created a community for local families, 46
CHAPTER 5: NICHE AUDIENCES
Nederlands Dagblad: How a Christian newspaper is reaching out to the Netherland’s evangelical community, 48
Tribune de Genève [Switzerland] gets cross-border commuters on board, 51
Birmingham Live reaches out to the local Muslim community, 54
Spanish Legion, foodies content helps La Voz de Almería drive progress towards digital subscriptions, 57
APPENDIX
Additional learnings from TSE participants, 60
Rheinische Post boosts conversion rate with a paywall page redesign, 62