Poor countries dream of finding oil like poor people fantasise about winning the lottery. But the dream often turns into a nightmare as new oil exporters realise that their treasure brings more trouble than help.
The key is to be fluid and to realize that readers want relationships with people, not brands. That targeting audiences won’t work. You must target your content to the right platform at the right time and be ready to change in a moment’s notice. In short, the goal is to become like the news consumers you are trying to reach.
