Media Sustainability Essentials: Building Resilience in a Time of Disruption
Key Guidance
Inspiring Practice
FHI 360;Internews;USAID (2022), 187 pp.
Contains glossary pp. 177-184
"This guide helps media managers identify and choose the most relevant business models and practices that fit with their missions and operating conditions. It provides a common language around core concepts of media business functions and provides links to further resources. It offers practical, straightforward guidance on growing audiences and diversifying revenue sources. The guide is written through the lens of news media and is written by media managers experienced in many different contexts. It includes topical overviews, case studies, interviews, guest essays, and practical hands-on tools." (Page 6)
1. STRATEGIC BUSINESS PLANNING, 10
Assessing the Environment -- Deciding on an Organizational Structure -- Creating a Value Proposition -- Choosing a Business Model -- Setting a North Star Goal -- How to create a Media Business Strategy
2. AUDIENCE INSIGHTS, ANALYTICS & TARGETING, 41
Data, Analytics, Metrics, and More -- Guide to Research used by News Media -- Using Analytics to Understand Audiences
3. MEDIA BRAND MARKETING, 55
Trust, News Brands, and Marketing -- Creating Brand Consistency -- Using Social Media to Build Your Brand -- Marketing Your Media Brand to Other Businesses
4. BUSINESS-TO-BUSINESS MARKETING, 70
Moving Beyond Selling Ads -- Introduction to Programmatic Advertising -- Introduction to Native Advertising -- Introduction to Branded Content -- Introduction to Sponsorships -- Media Sales Management: 20 Best Practices
5. BUSINESS-TO-CONSUMER MARKETING, 102
Elements of Subscription Models -- Elements of Contribution & Membership Models
6. EVENT MARKETING, 118
What Makes a Successful Event? -- Thought Leadership Events: Conferences and Convening -- Member Clubs and Events -- Sports Marketing: Spectator Sports and Participatory Sports -- Events as Corporate Social Responsibility -- Broadcast and Radio Remotes -- Trade and Consumer Shows -- Events Under Niche or Separate Brands
CASE STUDIES, 140
Chai FM, Tanzania, 143
Observatorul de Nord, Moldova, 145
Agora.md, Moldova, 147
El Surtidor, Paraguay, 151
Radio Daljir, Somalia, 155
Ziarul de Gardã, Moldova, 158
Actualite.cd, DRC, 161
Gurjaani TV, Georgia, 165
Amakhosikazi Media, Zimbabwe, 167
Kakhetis Khma, Georgia, 169
Uplands FM, Tanzania, 170
Uralskaya Nedelya, Kazakhstan, 171
Rubryka, Ukraine, 174
Assessing the Environment -- Deciding on an Organizational Structure -- Creating a Value Proposition -- Choosing a Business Model -- Setting a North Star Goal -- How to create a Media Business Strategy
2. AUDIENCE INSIGHTS, ANALYTICS & TARGETING, 41
Data, Analytics, Metrics, and More -- Guide to Research used by News Media -- Using Analytics to Understand Audiences
3. MEDIA BRAND MARKETING, 55
Trust, News Brands, and Marketing -- Creating Brand Consistency -- Using Social Media to Build Your Brand -- Marketing Your Media Brand to Other Businesses
4. BUSINESS-TO-BUSINESS MARKETING, 70
Moving Beyond Selling Ads -- Introduction to Programmatic Advertising -- Introduction to Native Advertising -- Introduction to Branded Content -- Introduction to Sponsorships -- Media Sales Management: 20 Best Practices
5. BUSINESS-TO-CONSUMER MARKETING, 102
Elements of Subscription Models -- Elements of Contribution & Membership Models
6. EVENT MARKETING, 118
What Makes a Successful Event? -- Thought Leadership Events: Conferences and Convening -- Member Clubs and Events -- Sports Marketing: Spectator Sports and Participatory Sports -- Events as Corporate Social Responsibility -- Broadcast and Radio Remotes -- Trade and Consumer Shows -- Events Under Niche or Separate Brands
CASE STUDIES, 140
Chai FM, Tanzania, 143
Observatorul de Nord, Moldova, 145
Agora.md, Moldova, 147
El Surtidor, Paraguay, 151
Radio Daljir, Somalia, 155
Ziarul de Gardã, Moldova, 158
Actualite.cd, DRC, 161
Gurjaani TV, Georgia, 165
Amakhosikazi Media, Zimbabwe, 167
Kakhetis Khma, Georgia, 169
Uplands FM, Tanzania, 170
Uralskaya Nedelya, Kazakhstan, 171
Rubryka, Ukraine, 174
