The Future of News: Know Thy Audience

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By: Jessica E. Lessin | The Guardian

When we launched The Information last December, many thought we were crazy. How could a $399-a-year technology news publication compete in a world all but overrun with free alternatives? How could an eight-person startup that aimed to educate the world’s professionals about the technology industry compete with venerable brands like the Wall Street Journal on the one hand and dozens of ambitious tech websites on the other?

Four months after our launch, I’m more confident than ever that our business is going to be a lasting one. My confidence is rooted in a simple idea that all news businesses need to relearn as they redefine themselves for the digital age: know thy audience.

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