BitDepthFeatured

Reaching the youth media audience

4 Mins read

Above: Photo by lightfieldstudios/123RF.com

BitDepth#1455 for April 22, 2024

FT Strategies’ next generation news report found six areas of engagement where traditional media organisations might make inroads with a youthful news audience.

The next generation news report offered six strategies for media houses to consider. Building affinity. Enhancing customisation and personalisation. Developing socially native content. Matching language to audience. Adapting to consumption patterns. Empowering readers with information and guidance.

Building affinity demands a fundamental rethinking of how and who in news delivery. Credibility has become personal. Who is delivering the news and what is understood about them is becoming as important as the journalism itself.

Journalists who are seen as identifiable personalities with perspectives that align with their intended audience won’t be influencers in the traditional reading of the term, but they will win a more attentive ear. The era of the faceless, opinion-free news drone is over now.

Advisory board members for the project suggested partnerships with independent creators and cultivating diverse approaches to delivery in the newsroom as potential strategies.

Developing news teams that embrace diversity and authenticity in their reporting while following established journalism structure and accountability is another.

The path of interests identified among young news consumers in the report.
Diagram from the Next Gen News report.

What does customisation and personalisation mean in the context of news consumption?
Ruona J. Meyer, an investigative journalist and advisory board member suggested introducing options to filter news at source might create customised experiences for audiences.

“If you go to a shopping site you can filter down to the colour, size, etc. Why
can’t we filter this way for news?”

That represents a big change from the serendipity of adjacency that has eternally been an underpinning of traditional news discovery.

On social media, algorithms do this type of filtering for the user based on their experience on the platform.

News delivery that aspires to be more than an information dump from broadcast or print channels must adapt to this online expectation, but it’s going to be an uphill effort for media organisations used to serving news buffet style to design à la carte service.

And the best systems are programmed into the digital delivery system not bolted on.

Artificial intelligence offers options to summarise and bullet point complex stories on the fly for TLDR readers. Newsletters that deliver links to selected content offer an easy start to offering consumption customisation.

The news audience has moved from the computer to the smartphone. Delivery must be designed for mobile first to stand any chance of engaging a young audience.

Deep dive journalism remains a point of distinction and strength for news media, but presenting it as a fait accompli is no longer enough.

With social media positioned as the preferred news discovery medium for next generation audiences (despite vigorous claims to the contrary from Meta), the importance of recasting news as native content for platforms like Tik Tok and Instagram will only grow in importance.

The young news consumer’s assessment path for information discovery.
Diagram from the Next Gen News report.

Studies in three EU countries found that just 3.4 per cent of total online browsing went directly to news websites.

Meta’s dismissal of the value of professional news content is only possible because the unconfirmed, rehashed and fake news that floods its platforms drives user engagement.

One solution is to create social media native brands designed to deliver selected reporting shaped to be effective on specific platforms.

Here’s the scary bit. Not every bit of social media content needs to be tied back to the news website, but even satellite brands should be consistent with the news brand.

Wirecutter. Cooking. The Athletic. Wordle. All are brands of the New York Times that have their own dedicated audiences online.

Modernising language is another challenge. News has already had to respond to accusations that it is hard to follow, but changing language is hard to do incrementally.

More achievable is declaring a ceasefire on jargon and unnecessarily complex language and emphasising multiple entry points for long, detailed stories with clearly demarcated links to background stories and reference information.

The BBC website for Pigdin English readers.

For particularly complex and long form reporting, news capsules that explain relevant past incidents or facts may serve to increase interest and understanding.

The traditional method for dealing with big stories, reporting supported by follow up would be better served by clustering reporting, breaking out big topics into areas of reporting and investigation that may tap into specialties that cross newsroom desks.

Carnival, for instance, is usually a long chase of emerging popularity and buzz and not an enterprise level engagement with a season of events that consumes more than a quarter of the year.

The audience won’t grow into appreciating existing modes of news delivery, they are more likely to continue to ignore it.

And selective news avoidance is growing. It might be argued that user customisation of the news source facilitates that, but it’s the choice between getting readers for some of the news or getting no readers at all if the audience chooses to avoid the media source entirely.

One suggestion for addressing difficult news and audience indifference to it is to find ways to get the consumer involved.

The new buzzword for this is solutions journalism, reporting that poses the problem and offers solutions that the wider public can engage with.

For some issues, this can evolve into advocacy journalism, which the GuardianUK has undertaken vigorously regarding climate change.

Such engagements with the public are only the forerunner of journalism’s future as a collaborative craft, initiated by journalists and shaped as they engage with the news audience.

Media houses that adapt their news delivery to the demands of the next generation audience will have the best chance of surviving the biggest change in news consumer demographics in generations.

America’s open mic moment

America’s open mic moment

What made online pundits so effective in the US election?
Read More
The press and the president-elect

The press and the president-elect

Beyond the president-elect's often-expressed intent to retaliate against journalists he believes are unfairly attacking him is the agenda of Project 2025.
Read More
All washed up

All washed up

Dirt on its own will simply shake out of fabric. What keeps it in place is oil and grease, readily generated by human skin.
Read More
The state of Caribbean digital transformation

The state of Caribbean digital transformation

Despite 87 per cent believing that digital will disrupt their industry, 87 per cent acknowledged that they don't have the right leaders
Read More
The WordPress War

The WordPress War

WPEngine and the websites of its customers were blocked from the WordPress log-in system theme and plug-in updates and other background processes that enable a Wordpress website.
Read More
A budget of concrete and asphalt

A budget of concrete and asphalt

Four years after Hassel Bacchus took up the pioneering role of Digital Transformation Minister, the 2025 budget could not identify any completed transformation project that's positively affected citizens.
Read More
Arima’s first step toward becoming a smart city

Arima’s first step toward becoming a smart city

The public WiFi was officially activated on September 28 at the hospital, and it's fast. A local ping registered 250 megabits of download speed and 126 for upload.
Read More
Now hear this!

Now hear this!

Budget headsets will effectively dampen ambient sounds, but tend to be an all or nothing solution.
Read More
A taxing time for all

A taxing time for all

Tax collection began using the least customer-friendly interface imaginable, lines outside a government building.
Read More
Mobile devices, a war of increments

Mobile devices, a war of increments

Mixing and matching the two rival ecosystems is essentially impossible, so it's the utility of the products combined that makes the biggest difference.
Read More
Why cash is king in Trinidad and Tobago

Why cash is king in Trinidad and Tobago

In 2017, 16 per cent of users owned a credit card, a figure that dropped to 15 per cent by 2023.
Read More
I shopped at Temu!

I shopped at Temu!

Temu is great fun to explore and offers many bargains but product quality can be wildly variable.
Read More
What’s needed to make e-Governance happen?

What’s needed to make e-Governance happen?

“If we look at successful governments that have achieved a certain level in of success in these programs, some things stand out."
Read More
Changing the education conversation

Changing the education conversation

There are local schools that aspire to continuous improvement and others that struggle to make it through a working day without bloodshed.
Read More
Practical steps to reducing cybersecurity risks

Practical steps to reducing cybersecurity risks

The process, to be effective, must be ongoing and managed to ensure that vendors meet required standards.
Read More
The consequences of careless code

The consequences of careless code

The cruel reality of Crowdstrike is that it wasn't a cybersecurity attack. It was a quality of service lapse and the incident puts IT professionals in an odd space.
Read More
What leaders are doing to enable digital transformation

What leaders are doing to enable digital transformation

If people in your organisation are coming to you, telling you we need to change these things, you really should listen.
Read More
Apple’s photography workflow

Apple’s photography workflow

Every Apple device has a Photos database and every image that's taken with a mobile iOS device or imported into the desktop Photos app gets added to it.
Read More
An apathy of cybersecurity concerns

An apathy of cybersecurity concerns

It's weird when a definitive statement about the importance of cybersecurity comes from the people who broke into your digital house.
Read More
Putting data to work to improve perception

Putting data to work to improve perception

When it comes to the data, the numbers are there, but it also has to work alongside your goals.
Read More
America’s open mic moment America’s open mic moment
The press and the president-elect The press and the president-elect
All washed up All washed up
The state of Caribbean digital transformation The state of Caribbean digital transformation
The WordPress War The WordPress War
A budget of concrete and asphalt A budget of concrete and asphalt
Arima’s first step toward becoming a smart city Arima’s first step toward becoming a...
Now hear this! Now hear this!
A taxing time for all A taxing time for all
Mobile devices, a war of increments Mobile devices, a war of increments
Why cash is king in Trinidad and Tobago Why cash is king in Trinidad...
I shopped at Temu! I shopped at Temu!
What’s needed to make e-Governance happen? What’s needed to make e-Governance happen?
Changing the education conversation Changing the education conversation
Practical steps to reducing cybersecurity risks Practical steps to reducing cybersecurity risks
The consequences of careless code The consequences of careless code
What leaders are doing to enable digital transformation What leaders are doing to enable...
Apple’s photography workflow Apple’s photography workflow
An apathy of cybersecurity concerns An apathy of cybersecurity concerns
Putting data to work to improve perception Putting data to work to improve...

🤞 Get connected!

A once weekly email notification of new stories on TechNewsTT. Just that. No spam.

Possible UI Glitch. Click top right corner to dismiss 👉

Get Connected!

A once weekly email notification of new stories on TechNewsTT.

Just that. No spam.

Related posts
BitDepthFeatured

Next-gen news consumers. What do they want?

3 Mins read
It’s no longer simply enough to keep producing the same news menu for an aging demographic and milking that diminishing audience.
BitDepthFeatured

Taking media back to its audience

4 Mins read
“Overseas diaspora audiences are particularly important for Ireland, so we need to research, build out and understand where the growth opportunities are.” – Ronan Doyle
Press Releases

5G Americas offers White Paper on LTE to 5G migration

2 Mins read
5G will lead to a new era of technology innovation as it transforms how people and things interact in the…
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

1 Comment
Oldest
Newest Most Voted
Inline Feedbacks
View all comments
trackback
6 months ago

[…] Caribbean – FT Strategies’ next generation news report found six areas of engagement where traditional media organisations might make inroads with a youthful news audience… more […]

×
BitDepthFeatured

Next-gen news consumers. What do they want?

1
0
Share your perspective in the comments!x
()
x