In the digital age, media outlets don't necessarily have built-in audiences; they must seek out their audience and build relationships to engage readers and create loyalty. We used data from analytics to better understand Global Journalist's audience — who looks at our content, how they find it and how they engage with it. We created profiles of who Global Journalist's current audience is and started discussions about who we want its audience to be. And we reached out to previous sources, thought leaders and those who have shared our content, reintroduced them to the Global Journalist brand and invited them to further engage with us online.