Strategy

Today’s post is a tool — one that can help you measure what matters in a modern audience business.

SaaS companies obsess over retention, user onboarding, and lifecycle health. Media companies? Still too often stuck in the churn-and-burn acquisition cycle.

Audience development is not a buzzword. It is an essential, evolving discipline at the intersection of marketing, editorial, product, and data strategy — and in today’s media landscape, it is the strategic lever that underpins long-term viability.

Planning season is here — and for many media leaders, it starts with a whiteboard and a familiar question: “What’s next?” But to compete in 2025, that question isn’t enough.

As we turn the corner into 2025, media companies are doing what many of us do this time of year: taking inventory, reorganizing, and clearing the clutter. But this isn’t about your closet. It’s about your media strategy — and whether it’s built to sustain, scale, and serve.