When you view the news or go on Facebook or Google, do you ever wonder who else is viewing it? How diverse is the company’s audience? In today’s world it is easy to make a mistake and get canceled by a certain group of people. For these big companies, they need a diverse audience to survive and grow.
In Predictions to Journalism 2022, Sarah Marshall explains how corporations have evolved and broadened their audience development teams. From 2014 to 2021, she tracks audience developments in major companies. The biggest growth was in creating more jobs and incorporating this concept into other departments within the company when necessary. The Covid Pandemic of course greatly accelerated this growth because when the world was in quarantine almost everything went to online format. However, this new attention was different because it was a focus on escaping the troubles of life. Thus, companies had to switch tactics to make their content more fun and leave an impression of peace. Going into 2022, Marshall says that audience development will be “doubling down on diversifying our audience sources and cultivating direct relationships with readers.” Those points are equally important; a good company can relate to a variety of different walks of life but also keep each individual connected to its content.
Until next time,
good afternoon, good evening, and good night.
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