Jeff Jarvis's blog essentially serves as a place to ponder and and predict the future of news. One thing he suggests in this post, echoes the idea of catering to your audience.
* The next generation of local (news) won’t be about news organizations but about their communities. News is just one of the community’s needs. It also needs elegant organization. News companies and networks can help provide that. The bigger goal is to provide platforms that enable communities to do what they want to do, share what they want to share, know what they need to know together. News will become a product of the community as much as it is a service to it.
Organizations need to appear that they have no selfish desires. Their work isn't about them (as we have discovered it often is) but about the people they serve. They need to adopt a how can I help you mentality.
That particular post has a lot more to say about what Jarvis expects news to become if you have some spare time.
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