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Editor’s note: This is the debut column from Dustin Block, a media strategist with extensive experience in local broadcasting who specializes in helping news organizations transition from traditional TV to digital-first operations.
In the fast-paced world of local TV news, we’re facing a pivotal question: Do we truly understand our audience?
Think about it. You might know your top-performing YouTube video this week or your most-viewed Instagram Reel. But can you pinpoint the story that achieved the highest combined reach across all platforms, including broadcast?
If you’re drawing a blank, you’re not alone. And that’s a problem we need to solve, because our audience extends far beyond our traditional linear broadcast.
Gone are the days when success was measured solely by Nielsen ratings. Today, our stories have the potential to reach far beyond the confines of a linear broadcast. They’re being consumed on smartphones, shared on social media and streamed on-demand. This fragmentation isn’t just a challenge — it’s an exciting opportunity to tap into entirely new audience segments.
Consider this: The viewers engaging with your TikTok content or sharing your Instagram stories may never have tuned into your 6 o’clock news. By embracing a total audience approach, we’re not just measuring our existing viewers more accurately—we’re discovering and nurturing new audiences we might never have reached through traditional broadcasting alone.
Understanding your total audience isn’t just about vanity metrics—it’s about growth and relevance in the digital age.