Mobilizing news media audiences: models for the activation of relevance and engagement in audiences

Abstract

The MAREA (Models for the Activation of Relevance and Engagement in Audiences) framework offers a practical methodology for media outlets to assess and enhance their relevance and engagement capacity, crucial elements for their long-term economic sustainability. This model operationalizes media sustainability through three fundamental dimensions: reputation, visibility, and audience loyalty. MAREA proposes a set of 337 actions and 226 metrics, synthesized into seven main action parameters: scale, user orientation, organizational development, churn prevention, editorial identity, transparency, and institutional recognition. These parameters, alongside clear metrics, enable media organizations, especially smaller ones with limited resources, to identify areas for improvement and develop concrete action plans. The chapter details each parameter, illustrates its application with a hypothetical case, and emphasizes the importance of reinterpreting metrics beyond mere visibility to encompass reputation and audience loyalty, thereby facilitating proactive management and greater resilience in a changing media environment.