Cinco tendencias digitales para tener en cuenta en 2018
What’s on the digital horizon for the newspaper industry this year? With the digital landscape evolving at the speed of the 24-hour news cycle, newspapers around the country are on the chase for up-and-coming trends that will make the difference to their bottom line. Many in the industry have blazed a path pivoting to video, abundantly invested in pursuing digital advertising, and have pushed for a bigger reach through various social media channels.
The possibilities are endless, and the sea of information populating the ever-increasing shores of the internet provides an abundance of opportunities for newspapers to thrive in. It also opens the door to massive amounts of difficulties such as maintaining the trust and attention of readers during the era of “fake news” and the spread of misinformation.
Nevertheless, the high demand for real news is there. The surge in attention for the news media that began during the 2016 Presidential election continues to grow two years later. And now the battle for readers’ attention has heated up unlike ever before—with the victors being those who quickly acclimate to the digital news climate as it evolves.
Now to help with your publication’s digital splash, E&P has put together a list of trends to keep an eye out for in 2018.
Digital Subscriptions and Value
With mobile media accounting for two-thirds of total digital media time spent in the U.S., society is abuzz with a continuous flow of information at its fingertips. As the amount of news outlets for readers to choose from online grows each day, so too does the challenge for newspapers to keep their business model profitable.
Pushing for more digital subscriptions is a way newspapers can navigate the waters of the digital future. Just look to the numbers for the answers.
The New York Times reported $86 million in revenue from digital subscriptions in the third quarter of 2017 with a total of 2.5 million digital-only subscriptions. That number is almost double its $46 million in digital advertising revenue in 2017 and still well above its print advertising revenue of $64 million last year.
The Washington Post reported hitting the 1 million mark for digital subscribers in 2017, which they said was triple that of the figure the year before. Meanwhile, the Wall Street Journal reported 1.27 million digital subscriptions as of last June.
This means every day more and more people are open to paying for news. Surprisingly, much of the surge in digital subscriptions is led by younger people, according to a 2017 Reuters Digital News Report. The report states that the number of people in the U.S. between the ages of 18-24 paying for online news rose from 4 percent in 2016 to 18 percent in 2017.
But what motivates people to pay for online news?
“It’s about getting the content right,” said Nathaniel Bane, head of digital news at the Herald Sun in Melbourne, Australia. “Match the content to the demands and needs of your readers, and try to find a real point of difference.”
To gage the content your audience demands employ the use of a survey. That’s what Bane said his publication did early last year.
“We asked a lot of questions and learned a lot about what our subscribers liked and why they had subscribed, what our registered and free users wanted to see more of in order to increase the value of our offering in their eyes, and what drove each segment to visit our site,” Bane said.
Publications should also do some self-inventory, he said. “Why should people pay for what you do? What do you do that nobody else does, or what do you do best?”
Figure out those answers and shape your content and digital subscription offerings accordingly, which means not every subscription service will look the same.
“Who knows what this will look like in the future, but simple one-touch sign ups and micropayments will be a part of it all,” Bane said.
Diving even deeper into the future, Bane said he believes “subscriptions will also be likely bundled in with other things—from pay TV to power bills, as newspapers look to create partnerships with advertisers who are also looking to add value to their offering.”
Earning Trust During the Fake News Era
Nowadays, it seems like there is enough news on the internet to fill the Grand Canyon, maybe even two times over. And with the rise of fake news, 2018 will be a year where news outlets will have to stand out amongst the spread of disinformation that pollutes social media channels.
“I believe this is a make-or-break year for journalism as it relates to fake news,” said Mandy Jenkins, editor-in-chief at Storyful, an agency that sources, verifies and acquires user-generated content. “We will see more advanced disinformation campaigns from a variety of actors—foreign and domestic, with political and financial intent—that will use more advanced technology to create the best fake media we have seen yet.”
In a time where social media juggernauts like Facebook and Twitter are still figuring out how to tame their own creations, having the jump on building trust is key for any publication.
“To gain or gain back that trust a publisher needs to understand (and possibly update) its mission and transparently communicate that to the audience,” Jenkins said. “The more the audience understands the mission, the intent, the process and the newsgatherers themselves, the more trusting they will be.”
To combat the spread of fake news Jenkins says media outlets need to “hold themselves to the highest standard to avoid contributing to the problem,” as well as debunking false stories in order to create a baseline of truth.
Publishers must also be aware of the pitfalls of needing to be first and “the rapid-fire sharing of information that happens on social media during a breaking news story,” said Jenkins. So before you start liking and sharing, “find out who the source or provider is, what their motivations might be and who they are trying to reach. Does what they say seem to align with other reports or official info, or is it too good to be true? Can it be independently verified? If it is a piece of content like a viral photo or video, determine if they shot it and the authenticity of what it presents.”
Last year, Storyful released Verify, a Google Chrome extension, which tells users if social media content has been verified by Storyful’s team of journalists. Employing the use of a tool such as that or something similar is an avenue publishers can take to aid their newsrooms in the verification process.
Evening Standard lanza la edición digital Go London
After a month of testing in beta stage, the site is now fully live.
According to ESI Media, GO London has been keeping Londoners’ sprits high throughout January with guides to dining out on the cheap and the best new theatre shows sitting alongside inspiring galleries of the city’s hidden corners and an inspiring pick of the best vegan dishes in the capital for those making the most of Veganuary.
The site is aiming to be the ultimate, trusted resource to quickly find out what’s worth seeing and doing as compiled by Evening Standard experts and influencers like Fay Maschler, Henry Hitchings, David Smyth and Matthew Norman.
The platform features exclusive editorial including high-profile interviews with celebrities and their favourite things to do across town.
These sit alongside curated lists of the best on offer across each section covered: restaurants, bars, theatre, music, film, comedy, exhibitions, events, attractions and clubbing. GO London gives readers access to live events, including exclusive dinners with commercial partners.
Londoners and visitors to the city will be presented an easy-to-navigate hub where they can book tickets and tables direct from the page. This ensures a seamless experience, where users can go from reading a review to booking on the same page, saving time and improving conversions. The site’s search tool makes it possible to browse by genre, atmosphere or cuisine type, says ESI Media.
Video and audio are integral to the package with the GO London team presenting regular bulletins for home AI devices including Amazon's Echo.
According to the publishers, the first month has already proved a success with a 180% increase in social visits and more than four million views to the channel in December.
GO London’s content will also regularly feature in the Evening Standard’s print edition, including a 10-page section in the paper on Fridays dedicated to the best things to do in London over the weekend and beyond.
David Tomchak, Digital Director, Evening Standard Editorial, said: “The Evening Standard's audience has discerning taste and a desire to try out new things, whether it be the most romantic restaurant or a critically-acclaimed theatre show. Londoners and visitors are spoilt for choice in this incredible city. So cherry picking the best of what's out there is GO London’s top priority. People don’t have time or money to waste on mediocrity. This new digital platform gives an honest opinion about what’s exclusive and hottest in the city, then helps you book it.”
Sandro Del Grosso, Head of Digital Partnerships and eCommerce, ESI Media, said: “Combining our robust, trusted editorial with a slick online experience, GO London will help highly discriminating Londoners and visitors to the capital have their finger on the pulse of what’s hot in the city, and the seamless ability to book experiences directly from site. We’re excited to grow this audience and give commercial partners the ability to reach these individuals.”
Theresa May va a revisar el bienestar de los periodicos locales y regionals incluyendo los anuncios digitales
Prime minister Theresa May has announced her intent to review the state of the UK’s newspaper industry amid a period of noted decline in print circulations.
Speaking in Manchester, the PM outlined that the review will look into several fields, including the decline of "credible" news sources on the regional and local level. Dubbing journalism as a "force for good", she stated that the review will look at the uncertain future of the press.
Of particular note to advertisers is the planned investigation into “the operation of the digital advertising supply chain including funding flows and its role in creating or reducing value for publishers”. With the likes of Buzzfeed and Mashable proving the difficulties of capitalising on scale to drive profit, May’s review will look into the current funding ecosystem.
Furthermore, it will look into ways to tackle ‘clickbait’ and low-quality news, with an eye to undermining any commercial incentives.
Finally, the way in which news publishers use consumer data will come under the microscope. May dubbed it an “examination of how data created or owned by news publications is collected and distributed by online platforms”.
May outlined the objectives of the study as follows: “[Journalism] is a huge force for good. But in recent years – especially in local journalism – we've seen falling circulations, a hollowing-out of local newsrooms, and fears for the future sustainability of high quality journalism."
Applauding the move, the NUJ general secretary Michelle Stanistreet, said: "Quality journalism is at the heart of a healthy democracy - as Theresa May has rightly acknowledged today. It helps to keep people informed, combats fake news, holds those in power to account and promotes community engagement.
"The media industry is in crisis today, more than 300 local newspapers have been closed in the past decade and more than half of all parliamentary constituencies do not have a dedicated daily local newspaper. We have consistently highlighted the severity of this situation – our local communities deserve better. Hollowed-out shells of titles are no substitute for properly-resourced titles, with real investment in the provision of news and information that communities are crying out for."