Why do broadcast journalists look and talk the way they do? Look to the imagined audience.

The trick to sounding conversational, particularly when reading a script, is to imagine you're talking to a specific audience member.

Much has been written about how this assumption shapes marketing strategies and editorial decisions.

Journalists often assume that their primary audience is white, influencing marketing strategies and editorial decisions.

Listeners and viewers have many things competing for their attention; they have more media options than ever before.

Read at Nieman Lab