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The Media Evolution Project will begin consulting with the community in February.

Connecting with the local audience is increasingly becoming difficult due to the increased availability of news sources. In rural and remote environments, this availability of local news is limited but further complicated due to the vast geographic area and limited connectivity, along with a distrust of media in delivering unbiased news.

Knowing and understanding the local audience is key to becoming a curator of local news, through thoughtfully and strategically connected stories that the community might find valuable, that will resonate with them, and that will have a meaningful impact on them.

Moorsaic Strategic Services, on behalf of and Moose FM, will be exploring how to serve the community better with news and stories that are relevant and to understand better how to increase reader trust and engagement.

The year-long project will look at how rural news organizations can better connect with their audiences. The project will tackle the challenges of better understanding and serving communities to enhance the relationship with the varied audiences. To achieve this, the team will interact with identified audiences and stakeholders to develop a better understanding about the audiences serves through surveys, research, and community engagement activities.

“We are excited to start this project and learn more about our community and the people that rely on us for local news. Our goal is to build even stronger relationships with our readers and the communities of Northeast B.C.” says Adam Reaburn, president of Moose FM and “As we look to expand our local news coverage, this feedback will be crucial in the development of our plan, as we strive to serve the region.”

“Moorsaic is thrilled to be working with on this project. Trust is foundational to every relationship and this project will hopefully help open the lines of communication between media and audience to build and nurture that foundational building block of trust,’ say Jennifer Moore, owner of Moorsaic Strategic Services. “The findings of this project will help shape the future of what news is delivered and how it is delivered to the local audience.”

The public can get involved by responding to weekly polls on social media channels, participate in the upcoming survey, request to be interviewed, or participate in public conversations that will be hosted later in the year and at public events.

The Media Evolution: Striving to Serve project will drive digital innovation, assist the publisher to better understand their communities, to develop new business models and to share learnings with the wider industry.

For information or how to get involved in the Media Evolution: Striving to Serve project contact or visit the website to learn more at

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