05/03/2022 | News release | Archived content
In the last few years, many publishers have surpassed the point where digital paid subscribers exceed those in print. Of course, digital audiences are even larger when including non-paying readers, often 100 times those of print. Consequently, many publishers have responded by working to transform editorial organisations and processes to be digital-first with more effort on creating native digital content.
However, in many ways, the editorial product shift from print to digital is still in its early stages. The majority of editorial news content for many metro publishers is still written editorial, with the transferability to the print edition a key component of the content planning and creation.
While the number of people listening to podcasts is growing at more than 30% annually, most people in the United States are not regular podcast listeners.Meanwhile, publishers have largely tried to fit the content model of legacy print into what could be a far more flexible and expansive digital product set. Products like the e-edition or other digital versions of the print product can work really well in trying to get a print reader to shift to digital, but these are not necessarily the way newer generations prefer to consume news and information.
Instead of thinking about word counts or how many column inches (or column centimeteres) an article should be, newsrooms have the opportunity to tell stories in new and innovative ways. This presents publishers with the challenge and opportunity to build engaging and deep connections with their readers through the introduction of interactive and varied content formats.
Here are five product types that publishers are investing in to attract new audiences and boost engagement amongst readers.
Data journalism exploded with the rise of COVID-19 as publishers relied on data to tell the news story. Whether this means using data tools to predict political elections, evaluate top athletes, or clarify subjects such as COVID hospitalisations, stories both on and offline are using data to engage and build a trusting relationship with readers.
Used to both convert users to subscribers and create a daily habit amongst existing readers, games and puzzles have surfaced as a meaningful component of publishers' digital growth strategy.
While the number of people listening to podcasts is growing at more than 30% annually, most people in the United States are not regular podcast listeners. According to Pew research, 56% of U.S. adults say they never gets news from podcasts. This presents a significant opportunity for publishers to invest in the technology and staff capability to produce audio-format news.
Publishers are creating opportunities for readers to connect directly with journalists to increase the sense of community and allow for more in-depth discussion between subscribers and the newsroom.
Select publishers are exploring how cutting-edge technology such as the metaverse and NFTs can help them connect with new audiences and deepen relationships with their readers.
Developing new products require investment. Publishers not only need to invest in hiring, training, and technology, but also deal with potential risks around reducing investment in supporting legacy products. However, publishers should also be experimenting with the freedom that digital provides to tell news stories in new and interesting ways that will attract new audiences and improve the engagement of the current audience base.
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Justin Eisenband is a managing director at FTI Consulting in Washington, DC, USA. Justin can be reached at [email protected].