The way we told stories in the past doesn’t always work today.
Traditionally, editors and reporters would think of stories they believed the audience needed, and then deliver those stories as best they could. But in our increasingly mobile and wired world, audiences change quickly. How can an editor be confident that a story that seems important to the audience really is?
The short answer: By getting to know the audience so deeply that their needs are revealed. If that sounds impossible, take heart.