This document discusses the future of audiences and how understanding audiences is key to the future success of news media companies. It provides background on The ROUNDTABLE conference and how the concept of audiences has evolved since 1993 from database marketing to understanding customers. It shows graphs of Facebook's massive growth compared to declines in U.S. newsmedia subscribers and revenue. The rest of the document discusses how news media can build understanding of audiences through collecting various data on individuals like Mary Smith to better monetize and connect buyers with sellers. It aims to demonstrate how knowing more about audiences through data can determine future prosperity more than content charges alone.