As an editor, I feel like majority of editorial decisions should consider the likeness of the audience. When writing a story, your audience is usually the party most effected by the story. Although the interests of the audience should be considered frequently, editors can not let the audience govern the direction of said publication. When this begins to happen, editors are now thinking in the complete likeness of the audience, disregarding the journalistic aspect of the job.
Learning the general interest of the community is the most effective way of maintaining an audience. Learning about your community rather than giving in to the community wants gears your publication to have less bias and a lesser chance of sounding opinionated, which all journalist want to avoid.
In a technology driven world, tools such as analytics and social media can be of tremendous help when governing engagement by your audience. According to Taylor and Francis Online web analytics have opened up new channels to rediscover audience interest. Although these tools are helpful, editors must also rely on actual human output and not solely on metrics. Analytics and social media can easily be misconstrued to portray false interests thus having control of some publications.