Know Your Audience
Ready — Most people have heard of the Pulitzer Prize. Established by newspaper publisher, Joseph Pulitzer, it annually awards prizes for excellence in literature, journalism, photography, poetry, music, and drama. In the early years of his career, Pulitzer moved to New York City where he purchased the troubled New York World newspaper in 1883.
Set — His acquisition marked a turning point in American journalism. At the time, The World was a struggling publication, overshadowed by competitors and plagued by declining readership. Yet, within a few years, Pulitzer transformed it into one of the most influential newspapers in the country. How did he turn the paper around? He understood and spoke to his target audience.
Pulitzer recognized that the key to revitalizing the paper lay in appealing to the everyday reader. So, he shifted the paper’s focus from catering to wealthy readers to addressing issues that resonated with the working classes.
Pulitzer made news accessible and engaging for a broader audience. He caught the readers’ attention with bold headlines, vivid illustrations, and dramatic storytelling. By blending serious reporting with entertainment, Pulitzer created a newspaper that informed and captivated.
Pulitzer advocated for causes that spoke to his readers — labor rights, immigration reform, and public education. He used the paper not only to report the news but also to shape public opinion and drive social change.
Grow! — By the late 1880s, The World was the largest circulating newspaper in the United States. His transformation of the paper set a new standard for American journalism, demonstrating the power of crafting a message for a clear target audience.
Two Questions
How well do you understand the needs and values of your target audience?
How might you align your organization’s message to reach them?