"Independent news media, which often operate on the fringes of media markets, risk being left out completely if they are not participating whole-heartedly, and with solid knowledge and support, in these emerging arenas. They must embrace audience research as the foundation of both their business development—and audience development—practices. From a market development perspective, best practices around audience research deserve greater focus and resourcing in order to support partner news organizations." (Conclusions, page 19)