Articulating the individual and the collective

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In order to encourage audiences to join an editorial project, it is necessary, according to the report, to aim for a common goal, which transcends individual interests, desires or expectations. This approach leads to thinking about how the media can create collectives and communities, whose members share objectives, a vision or even a project, well beyond, therefore, the status of subscriber or customer which is most often associated with the audience of a media.

The report stresses this point: we need to rethink the gambling data america way we address individuals and find the right balance between a purely commercial approach focused on the product and customer benefits (a gift, an X% discount, etc.) and on the other hand the defense of a general cause (“save the whales!”). The key would lie in a subtle blend of the two: “ Achieving this ratio (which is difficult because it often differs from the usual methods and precepts of marketing) is a secret recipe for many of the successful movements we examined, in the way they approach the mission of the member, the “social contract” and the discourse that accompanies it .”

2 Encourage public participation
One of the driving forces behind the membership model is the active and fruitful participation of each individual. The Membership Puzzle Project report emphasizes how participation helps structure a community and influence loyalty mechanisms, a challenge for media in the era of widespread information snacking .