Seeking ‘News That Feels More Relevant’; Reuters Report Offers ‘Routes’ to Growth

“Audiences are ambivalent about algorithms, but [more importantly] they are still not convinced that journalists and news organizations can do any better [than side doors – see below] in curating or summarizing the most important developments,” the new Reuters report tells us. This is where B2B journalism should have an advantage, knowing their topics and audience so well. Or will AI come up with even better answers?

On Crain Communications’ engaging Instagram page, we see the following:
– an invite to join POWER Breakfasts in Cleveland, Detroit, Grand Rapids and New York;
– photos from their Automobilwoche’s Women’s Leadership Day in Munich;
– photos of Crain Neal Award winners to amplify their brands;
– CEO KC Crain interviewing Mark Cuban at the Mackinac Policy Conference

And much more, of course. According to the annual Reuters Institute Digital News Report 2023 (available here), only around a fifth of respondents (22%) now say they prefer to start their news journeys with a website or app—that’s down 10 percentage points since 2018. “Younger groups everywhere are showing a weaker connection with news brands’ own websites and apps than previous cohorts—preferring to access news via side-door routes such as social media, search, or mobile aggregators.”

Exploring the impact of various digital platforms on our media consumption habits is always an enlightening endeavor. It’s fascinating to note, for instance, how a platform like beste deutsche onlyfans has woven itself into the fabric of social media engagement, particularly among the younger demographic. This service isn’t just about individual creators; it’s indicative of a broader shift towards niche communities and direct patronage in the digital age. The latest report underlines this trend, showing that while direct engagement remains strong, the diverse side-door routes such as specialized content platforms are increasingly carving out significant space in our online interactions. It’s a testament to the evolving landscape of digital content consumption, where personalized experiences are valued.

In Part 2 of our look at this report, here are five more takeaways:

Look for relevancy and context. The majority still prefer to read the news (57%), rather than watch (30%) or listen (13%). It’s clear that “most consumers are looking not for more news, but news that feels more relevant, and helps them make sense of the complex issues facing us all.” I recall a quote from ALM CEO Bill Carter: “We have to provide context and insight, data and analysis, forums and events that allow our customers to excel as practitioners as well as business professionals.” The report states that “given lower satisfaction with some algorithmic selection, it is not surprising to find that around 65% of under-35s and 55% of over-35s have tried to influence story selection by following or unfollowing, muting or blocking, or changing other settings.

Bundle creatively. The report found that people “do not want to be ‘tied down’ by one subscription. Instead, they want to access multiple brands with little or no friction for a fair price.” DCN reported earlier this year that The Weather Company had developed a platform that enables bundling across media portfolios. “We are striving to disrupt the subscription economy by going across media companies that aren’t traditionally connected,” said CEO Sheri Bachstein. The strategy is to align with brands [such as Consumer Reports] that help people make more informed decisions in their daily planning.

Offer subscription options. According to the report, 23% say they have cancelled at least one of their ongoing news publications, while a similar number say they have negotiated a cheaper price. At the same time, others have taken up new subscriptions, often using a cheap trial offer. “FT recently launched ‘The Edit’—an iOS app that gives readers access to 8 articles, every weekday—for just £4.99 per month (compared to the £35 per month standard digital subscription),” Tara Lajumoke, managing director of FT Strategies, wrote this week. “This allows the FT to onboard new readers or save existing subscribers, without devaluing the brand or value perception.” Among those cancelling their subscription in the last year, the cost of living or the high price was cited most often as a reason.

Be content distinct. Across markets, the most important stated reason to subscribe is to get access to better quality or more distinctive journalism (65% in the U.S.) than can be obtained for free. Second (47%) is identifying with the brand and in its journalists—either a long-standing relationship or the sense that the outlet speaks to them for them. A fourth of respondents say that games, puzzles and non-news features are important factors for them.

Continue with video and audio. Across all markets, almost two-thirds (62%) consumed video via social media in the previous week and just 28% when browsing a news website or app. Facebook and YouTube remain the biggest outlets for online video with Instagram not far behind. A third (34%) access a podcast monthly. Just under a third (29%) say they have spent more time listening to podcasts this year, with 19% saying they have listened less.



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