In Search of New Audiences

No. 126 — JUNE 4, 2026

In Search of New Audiences

Hello, everyone,

Everyone dreams of expanding their audience. But in our eagerness to reach a wider audience, we sometimes forget to ask ourselves who we’re reaching, why, and how. This month, Dorine Planté, who leads media relations at Médianes, shares the key questions to ask yourself before setting out to win over new audiences—from Marsactu to Splann!, and everything in between, including Vert and Voxe.

Taking back control is also the central theme of Socle, our solution to help media organizations achieve independence on technical, economic, and editorial levels. After months of fine-tuning it, we’re thrilled to announce that it’s finally available.

And because new audiences can sometimes be found where you least expect them, we’re also taking you to meet hairstylists who have become eco-friendly influencers.

One last thing: save the evening of July 8 in Paris—we're planning a party for you!Médianes

Enjoy the read,

MARINE DOUX, EDITOR-IN-CHIEF OF MÉDIANES

The Strategy

Ideas for Your Media

Expanding their audience is a constant temptation for newsrooms. But reaching out to new audiences without being prepared is a waste of scarce resources—and can even undermine what’s already working. Here are three questions to ask yourself before taking the plunge.

Identifying a genuine need

Reaching new people isn’t just about expanding your reach—it’s about meeting the needs of a specific audience. Before expanding your reach, map it out: Who are these people? What are they looking for? And why you, rather than someone else? That’s the question Marsactu asked when it set out to meet residents on the outskirts of Marseille. Next, make sure your value proposition addresses those needs—without losing the trust of those who already support you.

Measuring Your Investment

Expanding means investing: time, money, and energy. Where does the desire come from—financial pressure, or an editorial conviction? The distinction matters; it determines how you’ll fare in the long run. At Splann!, it was a simple conviction—the comfort of reading—that sparked our commitment to print. Then there’s the question of resources: Does your team have the capacity? Are roles clearly defined? A project that isn’t properly planned internally rarely works out externally.

Clarify who does what at each step

Reaching an audience requires the same kind of preparation as a campaign: which channels, which messages, and what timeline? When Voxe and Vert rely on media partnerships, they set specific subscription goals and track their results. Defining success in advance is the only way to know if you’ve achieved it. This requires two things before launch: your goals and the metrics to evaluate them. These cannot be improvised after the fact.

Check out the full version of this article and our other resources on the topic by visiting our website.

From the studio's perspective

A GLANCE AT ONE OF OUR SOLUTIONS

Since 2020, Médianes, the studio, has been supporting newsrooms in strengthening their editorial, financial, and technical independence.

We came to a simple conclusion: It is possible to regain control over your tools, your data, and your budget… with the right product.

Socle is our solution: a turnkey offering that combines technology, design, and marketing to provide journalists and media outlets with a solid foundation. Your website, your newsletter, your subscribers, your revenue. All hosted on your own servers, not on a third-party platform. No commission on your revenue, no technical lock-in, and starting at €850 (excluding tax).

More than a hundred of you have joined our mailing list. After fine-tuning it, we’re taking the next step: Socle is now available and has its own section on our website.

→ Want to see how this would look for your project? From signing the contract to going live, allow 2 to 3 weeks. Schedule an appointment with Baptiste to discuss it.

On Our Radar

What We're Reading Right Now

Investigations at the gym and the laundromat

Shannon Thaler Cherry / A Media Operator

Donors to ProPublica, an American investigative news organization, are primarily male, white, and over 55 years old. As part of its revitalization effort, the organization is capitalizing on the popularity of true-crime podcasts by turning its investigations into audio stories. The goal: to engage a passive audience during a commute or a workout.

Climate Change

UNIVERSITY OF BATH

What if the real debate weren't about format—print versus digital—but rather about the spaces where information circulates and the people who consume it?

For example, a recent study suggests that hairstylists are significant influencers in environmental issues, thanks to the bond of trust they build with their clients.

Our Publications

It's homemade

Will the mascots win over the media?

OWEN HUCHON

Whether they amuse or annoy you, mascots are back in style. After a high-profile comeback in the tech world, they’re now making their way into publishing, politics… and why not the media? At a time when newsrooms are seeking to reconnect with their audience and project a more human face, could mascots become the ideal spokespeople?

How design works for your media

CHRISTELLE PERRIN

What is the real purpose of design in an independent media outlet? It’s about much more than just making things look nice: it’s about clarifying an editorial line, encouraging subscriptions, making an article a pleasure to read, and sometimes, changing the scale. Numerous examples with commentary to help you understand editorial design.

In Brief

THAT WAY, YOU'LL KNOW

1. Marsactu, Vert, Télérama: These media outlets are hiring. Check out their job openings.

2. StreetPress is publishing *Extrême danger*, its book/guide on countering the far right, and is organizing a tour in France.

3. Poisson Vélo, a feminist and independent music media outlet, is launching a crowdfunding campaign to establish its club.

4. For its 12th issue, Kometa magazine took the stage… to cook.

5. Listen to our roundtable discussions from the Independent Media Festival: What does it mean to be independent? Can journalism be freed from the GAFAM?

See you on Monday!

for the next edition

We’ll be back on Monday with the latest edition of our industry watch newsletter, *Les 10 liens*, and on June 18 with our edition of *Coulisses*. Not yet subscribed to all our newsletters? Update your preferences so you don’t miss them!

See you on July 2. Until then, take care of yourselves and your social media.

This newsletter was prepared by Dorine Planté and Owen Huchon, in collaboration with the team at Médianes.

Médianes

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