We are primarly talking to the Press industry professionnals and secondary to any individual interested in News and new technologies around it (generally, he's more or less working in that industry).
We definitely do not target mass audience. We are B to B.
We want to appear innovative with our site. We want to show the transition from paper to electronic devices.
The companies we are targetting have difficulties to understand the current shift. They understand there's a shift, but can't just face it. Still, we want to make them understand that they have to switch rapidely, otherwise they will die.
Most of the people we are talking to are 45-50 years old executives. They are not very comfortable with technology. They use it, but don't know exactly how to adapt their companies and staff to it. So we want to convice them we can accompany them ; we need to make them safe with us : we are pros ; we know the challenges ; we've already helped other media companies ; we can help them now.