Most publishers, editors, and chief revenue officers decided a long time ago who their readers are, writes Katahdin Media Management’s John Wilpers in the latest Substack post for Di5rupt.

Most have not revisited that decision for a long time (if ever). Nor have they deeply examined reader data to see if their perception of the audience is correct. Nor have they spoken with that audience recently to discover their unmet needs and assess if their products and services are satisfying readers’ needs.

Big mistake.

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