About once a month, when reporter Molly Fleming is on an assignment, she hears “Oh, I hear you on the radio.”
She is not a radio reporter.
But Fleming, who works for The Journal Record, a five-day-a-week business publication based in Oklahoma City, is on the radio a lot thanks to partnerships with public radio stations KGOU and KOSU. Those partnerships started three years ago.
“This partnership has been very successful on both sides,” Fleming said in an email. “The radio stations get news content, and we get statewide recognition.”
So why does expanding your audience matter?
I think betternews.org says it best:
“Reaching audiences (and making it easy for audiences to discover you) should be an essential function of any news enterprise.”
This isn’t, really, a conversation about scale. It is about reaching new people with meaningful journalism, figuring out who you should be reaching and what you should be covering to reach them, and getting past the idea of ‘If we build it, they will come.”
Instead, it’s a way less snappy “Who isn’t coming, what should we build for them, then how do we reach them and let them know about it?”
Betternews has a primer, a planner and solid tactics for figuring this out. (That site is a resource from the American Press Institute and funded by the Knight Foundation, which also funds my coverage of local news.)
Before you dive into that, here are four ideas from local newsrooms worth studying and trying for yourself.
Read more here: https://www.poynter.org/news/play-well-others-and-other-tips-growing-audience