Audience teams diversify their approach

“The beauty of diversification is that it means not putting all of your eggs in one basket. It will encourage teams to broaden their skillsets, think creatively about various ways to get to the goal of sustainability and sharpen their discipline of setting goals and measuring them.”

If you travel in audience development circles, you’ve heard by now that . And chances are you’re probably exhausted from explaining to folks that . In 2018, we’ll see publishers diversify their approach to audience development, both in the tactics used and staffing models required to support them.

Teams will broaden their thinking around what the definition of audience development within a modern newsroom means. Engaging and growing audiences on social platforms will continue to be a priority, but not the only one. The 2018 audience roadmap will involve an increased focus on SEO, analytics, on-platform recirculation, community management, and newsletters. In isolation, none of these tactics are new or revolutionary, but whether your business is ad-based, membership-driven, or a paid model, 2018 will be the year in which audience teams are expected to use them in concert to contribute to the bottom line.

Search engine optimization will once again become increasingly important to newsrooms. SEO editors will join audience teams and lead search strategy, training folks on best practices and building bridges with product and technical teams to ensure that we are working together to achieve the best search results. Analytics editors will be hired to dig into the data daily and work with senior management to evaluate what is resonating with our audiences and compelling them to help fund our work. Newsletter editors will continue to build the type of one-to-one loyalty which helps feed our audience funnels, converting casual readers into the type of loyal ones who will help sustain our work. The community editor’s position will return to prominence, but with measurable recirculation goals attached to their work. Newsroom leadership should encourage and empower these individuals to be the watchful eye on editorial ROI. Multi-disciplined audience teams will balance quantitative data and qualitative audience insight with our years of well-honed news judgement. They will challenge us to stop doing what doesn’t achieve measurable results.

The beauty of diversification is that it means not putting all of your eggs in one basket. It will encourage teams to broaden their skillsets, think creatively about various ways to get to the goal of sustainability and sharpen their discipline of setting goals and measuring them.

is managing editor of audience at The Philadelphia Inquirer.

Tamar Charney   We get serious about algorithms

Evie Nagy   Pivot to mobile video frustration

Neha Gandhi   Filler killers

Sarah Marshall   Loyalty as the key performance indicator

Millie Tran and Stine Bauer Dahlberg   (Hint: It’s about your brand)

Renée Kaplan   The year of quiet adjustments (shhh)

Adam Thomas   Sharing is caring: The year of the mentor

Jennifer Coogan   The future is female

Jarrod Dicker   Honesty in advertising

Tanya Cordrey   Finally, the seeds of radical reinvention

Lucas Graves   From algorithms to institutions

Pablo Boczkowski   The rise of skeptical reading

Jassim Ahmad   Thriving on change

Imaeyen Ibanga   Longform video leads the way

Nancy Watzman   Know thy TV

Kawandeep Virdee   Zines had it right all along

Nushin Rashidian   Publishers seek ad dollar alternatives

Sally Lehrman   Trust comes first

Trushar Barot   The Jio-fication of India

Julia B. Chan   Looking for loyalty in all the right places

Paul Ford   Go global

Felix Salmon   Covering bitcoin while owning bitcoin

Alastair Coote   The year of self-improvement

Ståle Grut   Reclaiming audience interaction from social networks

Carrie Brown-Smith   Transparency finally takes off

Rodney Gibbs   Tech workers turn to journalism

Mariano Blejman   News games rule

Raju Narisetti   Mirror, mirror on the wall

Andrew Haeg   The year journalists become relationship builders

Niketa Patel   Live journalism comes of age

Alan Soon   The rise of start of psychographic, micro-targeted media

Borja Echevarría   TV goes digital, digital goes TV

Matt Thompson   Here come the attention managers

Betsy O'Donovan and Melody Kramer   Skepticism and narcissism

Usha Sahay   Wallets get opened

Pia Frey   Address users as individuals

Emma Carew Grovum   Newsroom culture becomes a priority

Mandy Velez   texting is lit rn, fam

Eric Ulken   The year local publishers get smart(er) about change

Richard J. Tofel   The platforms’ power demands more reporters’ attention

Caitlin Thompson   Podcasting models mature and diversify

Manoush Zomorodi   Self-help as a publishing strategy

Luke O'Neil   The end is already here

Sue Schardt   Jump the niche

Doris Truong   Computer vision vs. the Internet vigilantes

Marcela Donini and Thiago Herdy   Collaboration is the way forward for Brazilian journalism

Mary Walter-Brown   Show a little vulnerability

Julia Beizer   A longer view on the pivot

Corey Ford   The empire strikes back

Alice Antheaume   Are you fluent in AI?

Ruth Palmer   Risks will grow for news subjects — especially minorities

Tanzina Vega   It’s time for media companies to #PassTheMic

Pete Brown   Push alerts, personalized

P. Kim Bui   The reckoning is only beginning

Valérie Bélair-Gagnon   Seeking trust in fragmented spaces

Justin Kosslyn   The year journalists become digital security experts

Joanne Lipman   Journalists inventing revenue streams

Rodney Benson   Better, less read, and less trusted

Jamie Mottram   From pageviews to t-shirts

Eric Nuzum   Beyond the narrative arc

Rick Berke   Value is the watchword

Laura E. Davis   Writing answers before you know the question

Ray Soto   VR reaches the next level

Rasmus Kleis Nielsen   The Snapchat scenario and the risk of more closed platforms

Zizi Papacharissi   Women come back

Mario García   Storytelling finally adapts to mobile

Dheerja Kaur   Fun with subscription products

Damon Krukowski   Reviving the alt-weekly soul

Mike Caulfield   Refactoring media literacy for the networked age

Michael Kuntz   The only pivot that might work

Cory Haik   Suffering from realness, pivoting to impact

Jennifer Brandel and Mónica Guzmán   The editorial meeting of the future

Jennifer Choi   Standing up for us and for each other

Jacqui Cheng   Retailers move into content

Feli Sánchez   The year for guerrilla user research

Raney Aronson-Rath   Transparency is the antidote to fake news

Jesse Holcomb   Information disorder, coming to a congressional district near you

Kathleen McElroy   Building a news video experience native to mobile

Brian Lam   Sketchy ethics around product reviews

Craig Newmark   Working together toward sustainable solutions

Kinsey Wilson   Facebook and Google: Help out or pay up

Amy Webb   Listen to weak signals

Hannah Cassius   The year of the echo-chamber escapists

Caitria O'Neill   The new court of public opinion

Amie Ferris-Rotman   More female reporters abroad (please)

Lanre Akinola   Making noise is not a strategy

Vivian Schiller   Pivot to tomorrow

Corey Johnson   The pro-fact resistance

Edward Roussel   Eyes, ears, and brains

Cindy Royal   Your journalism curriculum is obsolete

Burt Herman   Things get real

Kim Fox   Audience teams diversify their approach

Francesco Marconi   The year of machine-to-machine journalism

Marie Gilot   No assholes allowed

Sara M. Watson   Feeds will open up to new user-determined filters

Monika Bauerlein   The firehose of falsehood

Nikki Usher   The year of The Washington Post

Almar Latour   Conquering calm

Elizabeth Jensen   Show your work

Claire Wardle   Disinformation gets worse

Basile Simon   We need better career paths for news nerds

Lam Thuy Vo   Breaking free from the tyranny of the loudest

Rubina Madan Fillion   Unlocking the potential of AI

Michelle Garcia   Navigating journalistic transparency

Cristina Wilson   The year of the Instagram Story

Susie Banikarim   R.I.P. Pivot to Video (2017–2017)

Jared Newman   Venture funding and digital news don’t mix

Kelsey Proud   No, no, no

Jim Moroney   Newspapers have to be good enough for readers to pay for

Sam Ford   The year of investing in processes

Mary Meehan   Real lives are at stake in rural areas

Alexios Mantzarlis   Moving fake news research out of the lab

Nicholas Quah   Stop talking trash about young people

Federica Cherubini   The rise of bridge roles in news organizations

Aron Pilhofer   We can’t leave the business to the business side any more

Tim Carmody   Watch out for Spotify

John Keefe   Scooped by AI

Umbreen Bhatti   The trust problem isn’t new

Andrew Losowsky   The year of resilience

Mira Lowe   The year of the local watchdog

Andrew Ramsammy   The year ownership mattered

Dannagal G. Young   Stop covering politics as a game

C.W. Anderson   The social media apocalypse

Michelle Ferrier   The year of the great reckoning

Juleyka Lantigua-Williams   Women of color will reclaim and monetize our time

Alfred Hermida   Going beyond mobile-first

Jake Levine   The return to now

Debra Adams Simmons   And a woman shall lead them

An Xiao Mina   Memes and visuals come to the fore

Kristen Muller   The year of the voter

Bill Keller   A growing turn to philanthropy

Juliette De Maeyer   A responsible press criticism

Mi-Ai Parrish   Blockchain and trust

Ernst-Jan Pfauth   Publishing less to give readers more

Errin Haines Whack   At the ballot, it’s time to count black women

Dan Shanoff   You down with OTT? (Yeah, DTC)

Rachel Schallom   Better design helps differentiate opinion and news

Yvonne Leow   The rise of video messaging

Jessica Parker Gilbert   Design connects storytelling and strategy

Frédéric Filloux   External forces

Hossein Derakhshan   Television has won

Helen Havlak   Keywords, not publishers, power the world’s biggest feeds

Emily Goligoski   Looking beyond news for inspiration

Nathalie Malinarich   Peak push

Mariana Moura Santos   Think local, act global

Matt DeRienzo   A recession, then a collapse

Taylor Lorenz   Social and media will split

Jim Brady   With the people, not just of the people

Steve Grove   The midterms are an opportunity

Joanne McNeil   Gatekeeping the gatekeepers

Molly de Aguiar   Good journalism won’t be enough

Monique Judge   Letting black women tell their own stories

Heather Bryant   Building the ecosystems for collaboration

Christopher Meighan   Passive partnership is in the rearview

Carlos Martínez de la Serna   The new journalism commons

Ariana Tobin   Too tired to tap

L. Gordon Crovitz   Serving readers over advertisers

Daniel Trielli   The rich get richer, the poor scramble

Matt Boggie   The intellectual equivalent of the Dead Sea

José Zamora   Revenue-first journalism

Amy King   Let’s amplify visual voice

Joyce Barnathan   It will be harder to bury the news

Tracie Powell   The muting of underserved voices

Rachel Davis Mersey   AI, with real smarts

Sam Sanders   Shine the light on ourselves

David Skok   Finding an information-life balance

Kyle Ellis   Let’s build our way out of this

Sydette Harry   Listen to your corner and watch for the hook

Matt Carlson   Attacks on the press will get worse

Miguel Castro   The arrival of the impact producer

Nicholas Diakopoulos   Fortifying social media from automated inauthenticity

Dan Newman   A return to trust

Will Sommer   The year local media gets conservative

Charo Henríquez   Training is an investment, not an expense

Vanessa K. DeLuca   Women’s voices take center stage

S. Mitra Kalita   The arc of news and audience

here

на сайте

читать далее