Publications will need to create high-quality products that provide deep insights and that serve their specific audiences. Of course, understanding the audience and what it needs is essential. But so is finding creative ways to draw on those insights in multiple ways. It’s a failure for today’s niche journalism if we don’t take all of the intellectual capital we provide and find ways to repurpose and repackage it, in the ways our audience demands.
Liz McMillen is editor of The Chronicle of Higher Education.