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BACK TO LOCAL MEDIA
“We have developed personas. And of course, they are different for television than for other vectors. They have different names, they look different, they behave differently. And the personas for the TV vector are older than those for online.”
- Editor at Telebasel, translated from German
| Clearly define your target audience and be aware of its diversity. If you serve different channels with journalistic content, think about which content you want to bring to which target group via which channel and in which way. Creating personas can help you with this. Consider not only who you want to reach, but also what the usage patterns and preferences of these people are. Le Nouvelliste, for example, offers its users the option of personalizing the website according to their own preferences (Ma une). The Liechtenstein medium Vaterland is experimenting with a new AI-generated site, Brudiland, which reformulates its news for a young target group. Telebasel has two completely different brandings in its television presence (Telebasel) and its online news presence (baseljetzt). Many CH Media-stations are similar: TV and radio stations are marketed under their original names (e.g., Radio Pilatus), while the convergent online presence with radio, TV and text content is marketed under the “Today” label (PilatusToday).
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