Audience Development Deep Dive with 'We Like Mags'

1. episode Audience Development

In conversation with Peter Dyllick-Brenzinger, Head of Product (Editorial) at Axel Springer National Media & Tech

If you want to survive as a newspaper publisher in the digital world, you have to deliver more than investigative journalism or service offerings to your readership, or rather to your users. Newspaper publishers and journalists are forced to listen to what actually moves their users and what they want. Target groups have to be identified and recorded so that the content is tailored to their needs, users become loyal to the medium and, ideally, become long-term customers. This is a challenge that publishers all over the world, large and small, have to meet.

The Axel Springer publishing house initiated a digital change process with BILD almost ten years ago, at that time still under the then editor-in-chief Kai Diekmann. But what does it look like today? How have the change processes developed since then?

What are editors struggling with today, and especially those who are largely responsible for audience development?

Peter Dyllick-Brenzinger is Head of Product (Editorial) at Axel Springer National Media & Tech. He wants to give the digital editorial teams of "Bild" and "Welt" superpowers. In doing so, he does not shy away from looking outward, taking inspiration from the Washington Post or Vox Media, conducting market analysis, and also engaging in exchange within his network.

At the same time, he dreams of using the development of tools to give editors and journalists back their freedom and focus on what journalism is all about: thorough research, writing stories.