Hiring a vice president of audience focuses attention in a direction news media companies have missed in the past, which might explain some of the industry’s current struggles.
 
I had a minor epiphany in late 2010.

In light of the changing advertising market realities surrounding our industry, I began to think about my company, Morris Publishing Group, as an audience company, where the ability to generate revenues and profits stemmed entirely from the size and character of the audiences we reached.

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