Learning about Audiences In-depth

This chapter reviews models for understanding audiences, leading to an introduction of student research papers. The chapter reviews our evolving understanding of the audience, including: the value of triangulating data from multiple sources, which could lead to more holistic decision-making; the loss of control due to self-publishing capabilities of media users that drives the need for different strategies; the need for “proprietary audience development,” and the challenge to capture and maintain that audience. The chapter concludes by emphasizing the value of student research in helping to provide greater understanding and insights that reflect media engagement.