The Rebooting x Omeda Online Forum: New Audience Strategies

The traffic era is giving way to the audience era. Depth beats breadth. And The Guardian’s adapting their audience strategy in response: Instead of chasing one-time site visitors, they’re redesigning their audience experience and product to earn more repeat visitors and donations.

That’s a big shift. So in this online forum, James Capo, CEO of Omeda, and Brian Morrissey, Founder of The Rebooting, talked to Emilie Harkin, SVP of Audience at The Guardian, and Thomas Johnson, VP of Audience and Strategy at The Guardian US, to see how they’re doing it. Among the topics discussed:

• The challenge of using “engagement” as your North Star metric
• Why audience segmentation is table stakes for all publishing businesses now
• The case for hiring a Chief Audience Officer

Grab your copy of the 2024 State of Audience Report to learn more about how media and audience teams are approaching audience strategy in 2024.