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The state of reader engagement management at media companies, preventative retention, tying engagement to data, and engaging under-represented audiences with news is the focus of this module. INMA Readers First Initiative Lead Greg Piechota provides a strategic overview, Ruby Allen of Lee Enterprises encourages the ditching of the funnel metaphor for an "engagement tornado," Jens Pettersson of NTM ties engagement strategy to metrics, and Lea Eberle of Ringier makes the case for EqualVoice, which measures and engages under-represented audiences.