"This book is about how to grow an independent media business, and we are perfectly aware that news publishing these days is not for the faint of heart [...] We ask: Is there a media business approach that is not primarily focused on the needs and wants of an advertiser, a funder or the journalists in the newsroom, but instead aims to meet the needs of all the individuals within the community served? Assuming there is, how does a news enterprise capture some of the value created for that community? We have three reasons to believe these are the right questions. First, social actors need reliable, decision-grade information and insight to thrive, and at our best, that’s exactly what we provide. Second, we are neither alone nor unique in the challenges we face – and firms in adjacent industries, confronted with similar forces, can and do succeed. Finally, in our work with hundreds of news enterprises in the US, Europe, Middle East and Asia, we have seen success stories within and outside traditional journalism. It can be done." (Introduction, page 8)