"In an era of shifting platforms - social platforms and search platforms - it is getting harder and harder to gin up an audience, so we need to be more proactive and more prescriptive about where we are going to find our audiences for our stories," Jeffers said.
"If you're reading Nieman Lab, you're almost certainly an outlier when it comes to online news consumption. You likely get more news alerts on your phone and read many more news articles online than the average American."
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