Understanding the Customer Journey in Lead Generation

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This defence is difficult to make. in a context where there remains a general vagueness around the very definition of journalism. “If journalism is a public good. it deserves a well-articulated public defence .” the study insists. Readers are not going to suddenly see the virtue of journalists’ work. It is up to the media to be proactive. to speak openly about their shortcomings (and their qualities!. and to reaffirm their values ​​to the public. On the other hand. it is about taking the reader by the hand. making the content as digestible as possible.


It is important to understand that “the heart of the problem Venezuela telegram is not the intelligence. but the intelligibility” of the articles. The media often assume that the reader already has some knowledge of politics. actors and institutions. Tellingly. in 2016. after the UK referendum on its membership in the European Union. Google reported that searches for “What is the European Union?” and “What is Brexit” increased across Britain late at night. Simple summaries accompanying more in-depth articles could better meet the needs of different readers.


Personalization could also offer stories tailored to users’ individual interests and previous levels of knowledge. Finally. it’s about creating a sense of community. and not just for the “elite.” While media outlets already know how to cater to their wealthiest audiences through LinkedIn groups. for example. or by “wooing them with consumer product reviews and travel columns tied to affiliate and ad revenue.” they fail to cater to other segments of the audience. Everyone needs to feel that their identity is reflected and valued: women. young people. lower socioeconomic classes… That is. the profiles that consistently avoid the news.