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Lean Media by Ian Lamont

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Chapter 7

Lean Media audiences

Though I have worked in media for decades, it never ceases to amaze me how insulated creative teams are from their audiences. I know journalists, musicians, TV producers, website designers, and authors who rarely interact with the people who experience the media they create.

The reasons for doing so are varied. Some don’t know how to connect with audiences. It’s too difficult, or someone else (marketing, customer service, retailers, or a partner) controls the relationship. Others don’t want to reach out to audiences, or claim they don’t need to—quantitative data such as TV ratings, reader surveys, and website

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