This book outlines the need for media companies to embrace an audience-centric approach to thrive in today's fiercely competitive global market.

Chapters cover different media sectors such as audiovisual, news and UGC, media branding and reputation and include experiences from Europe, Latin America, Asia, the Middle East, and the United States. To enable readers to assess and compare contexts, the book supplements theoretical discussions with real-world examples related to legacy and new media from international markets and companies. It also explores the dynamic role of technology and its transformative impact on audience media consumption habits. In doing so, the book provides strategies that foster emotional connections and engagement between media companies and their audiences and offers innovative solutions to face challenges such as news avoidance, eroding media trust, declining audience shares, and content oversaturation.

A thorough exploration of how media companies try to attract their audiences, this book will be of interest to scholars, students and professionals in the field of Media Management, Media Economics, Media Analytics and Marketing.

Mercedes Medina is a Full Professor in the Marketing and Media Management Department in the School of Communication at the University of Navarra, Spain.

David Kimber is an Assistant Professor in the Marketing Department in the School of Business and Economics at Universidad de los Andes, Chile.