How do you create content that is audience centred as opposed to advertiser centred

Steve Yelvington's analysis of the American Press Institute's report, "Newspaper Economic Action Plan,focuses on what he regards as some flawed assumptions.

1.Consumers perceive that content produced by news organizations is valuable to them.

2.Consumers will actually make content purchases when they are confronted with many free options.

3.Publishers can exert their influence in the marketplace through laws and public policy, both of which could change.

4.Publishers will invest in emerging technologies that establish new work rules, new systems for organizing content and new designs for packaging editorial and commercial content.

5.News organizations can make the leap from an advertising-centered to an audience-centered enterprise.

Each one could be easily applied to the market place over here,No 2 in particular when one examines the role of the BBC but actually to me No.5 is maybe the most interesting.

How do you create content that is audience centred as opposed to advertiser centred?