Audience-First Media Strategy in a Digital-First Media Era

From acquisition to monetisation and scale, audience-first media strategies underpin today’s digital-first media enterprise.

The bargaining power within our industry has focused on control of content distribution for more than a century. Studios own cinemas, broadcasters control spectrum and publishers command print circulation. Audiences have tended to be aggregated through infrastructure rather than cultivated through direct relationships between creative and consumer. 

For the most part, this has allowed legacy media companies to focus capital and commercial strategy on control over distribution infrastructure, standing between consumer audiences and the...