Engage who you have. Don't just blanket them.
And know your place in the media landscape. Stop trying to be everything.
Those are summarized views of the head of the Trinity Mirror digital group in the United Kingdom, Matt Kelly, as his firm makes the transition.
Where once there were two streams of revenue, now there are 28. There are niche digital products for the football fan, for celebrity gossip, and others are in the works.
Kelly says the advertiser wants an engaged audience, not a massive disengaged one. He laments distinguished media lumbering after the big crowd. Tackling smaller crowds can yield larger revenue.