(Hint: It’s about your brand)

“If this year was about transparency of the journalistic process and how we do our job, next year it will be about transparency of values and why we do our job.”

We know from research one of the primary reasons people pay for news now is for . In 2018, the reason people pay for news will be less transactional and less about the tangible exchange of goods, but instead based on the ~emotional~ relationship a news organization has with its audience. And that emotional connection is built on trust, transparency, and community.

People are increasingly spending money with companies and organizations that are , that they connect with, want to belong to, or align with the world they want to live in. And younger people who pay for news are more motivated than older news payers by a and purpose.

If this year was about transparency of the journalistic process and how we do our job, next year it will be about transparency of values and why we do our job.

First above is Malachy Browne’s tweet that shared the steps in using so-called video forensics. Then there’s The Washington Post’s and explaining the journalism process.

Take companies like Everlane and Spotify.1 Both have paired making great products with building a values-based brand — and in the process created a new kind of connection with their audience news organizations have yet to achieve. Everlane and forgoes traditional retail tactics like sales. Spotify used their policy on parental leave and as an opportunity to showcase their values.

Everlane’s explains their mission of “radical transparency” and shows it through cost breakdowns and price comparisons of various products.

Other brands like Away and Glossier have found success in leading with the emotional connection and making their community integral to what they do. Away’s president Jen Rubio said luggage brands talked too much about product details and not enough about . One of Glossier’s most popular products, the Milky Jelly Cleanser, was . Last year, were from “organic and peer-to-peer and earned sources,” a.k.a. their community.

Away’s leads with its mission and the inspiration behind the product. Glossier’s for what became the Milky Jelly Cleanser, and the product page for the lists every ingredient and highlights some with an accompanying explanation for why it’s included.

Social media, from which , has diminished news organizations’ brand, obscuring the values by which they do their work and the resulting connection. People are more likely to remember which platform they they found content on than the news brand that produced it. News organizations will need to continue the radical transparency of how we do the work, but also couple that with the why.

Taken together, articulating and acting on clear values alongside an aggressive commitment to transparency and community can be a roadmap for news organizations wanting to rebuild and strengthen trust and the emotional relationship with its audience.

is global growth editor at The New York Times. is managing director, brand at The New York Times.

  1. Full disclosure: Stine worked at Spotify from 2009 to 2011. []

Kim Fox   Audience teams diversify their approach

Sydette Harry   Listen to your corner and watch for the hook

Mira Lowe   The year of the local watchdog

Kathleen McElroy   Building a news video experience native to mobile

Dheerja Kaur   Fun with subscription products

Nushin Rashidian   Publishers seek ad dollar alternatives

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

Rubina Madan Fillion   Unlocking the potential of AI

Edward Roussel   Eyes, ears, and brains

Brian Lam   Sketchy ethics around product reviews

Feli Sánchez   The year for guerrilla user research

Carlos Martínez de la Serna   The new journalism commons

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

Carrie Brown-Smith   Transparency finally takes off

Jennifer Coogan   The future is female

Imaeyen Ibanga   Longform video leads the way

Mandy Velez   texting is lit rn, fam

Michelle Ferrier   The year of the great reckoning

Will Sommer   The year local media gets conservative

Matt Boggie   The intellectual equivalent of the Dead Sea

Raju Narisetti   Mirror, mirror on the wall

Kawandeep Virdee   Zines had it right all along

Almar Latour   Conquering calm

Tim Carmody   Watch out for Spotify

Rick Berke   Value is the watchword

Caitlin Thompson   Podcasting models mature and diversify

Tamar Charney   We get serious about algorithms

Sam Sanders   Shine the light on ourselves

Joanne Lipman   Journalists inventing revenue streams

Doris Truong   Computer vision vs. the Internet vigilantes

Vanessa K. DeLuca   Women’s voices take center stage

Heather Bryant   Building the ecosystems for collaboration

Nathalie Malinarich   Peak push

José Zamora   Revenue-first journalism

Pablo Boczkowski   The rise of skeptical reading

Andrew Ramsammy   The year ownership mattered

Burt Herman   Things get real

Caitria O'Neill   The new court of public opinion

Lanre Akinola   Making noise is not a strategy

Neha Gandhi   Filler killers

Molly de Aguiar   Good journalism won’t be enough

Adam Thomas   Sharing is caring: The year of the mentor

Mariano Blejman   News games rule

John Keefe   Scooped by AI

Joyce Barnathan   It will be harder to bury the news

Daniel Trielli   The rich get richer, the poor scramble

Kelsey Proud   No, no, no

Cristina Wilson   The year of the Instagram Story

Ernst-Jan Pfauth   Publishing less to give readers more

S. Mitra Kalita   The arc of news and audience

Ruth Palmer   Risks will grow for news subjects — especially minorities

Paul Ford   Go global

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

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

Charo Henríquez   Training is an investment, not an expense

Alice Antheaume   Are you fluent in AI?

Matt Thompson   Here come the attention managers

Monika Bauerlein   The firehose of falsehood

Mike Caulfield   Refactoring media literacy for the networked age

Raney Aronson-Rath   Transparency is the antidote to fake news

Christopher Meighan   Passive partnership is in the rearview

Corey Ford   The empire strikes back

Monique Judge   Letting black women tell their own stories

Tracie Powell   The muting of underserved voices

Sally Lehrman   Trust comes first

Corey Johnson   The pro-fact resistance

Rodney Gibbs   Tech workers turn to journalism

Sue Schardt   Jump the niche

Emma Carew Grovum   Newsroom culture becomes a priority

Laura E. Davis   Writing answers before you know the question

Cindy Royal   Your journalism curriculum is obsolete

Mi-Ai Parrish   Blockchain and trust

Nancy Watzman   Know thy TV

Jessica Parker Gilbert   Design connects storytelling and strategy

Lucas Graves   From algorithms to institutions

Rachel Davis Mersey   AI, with real smarts

Jamie Mottram   From pageviews to t-shirts

Manoush Zomorodi   Self-help as a publishing strategy

Eric Nuzum   Beyond the narrative arc

Borja Echevarría   TV goes digital, digital goes TV

Nicholas Diakopoulos   Fortifying social media from automated inauthenticity

Dan Newman   A return to trust

Craig Newmark   Working together toward sustainable solutions

L. Gordon Crovitz   Serving readers over advertisers

Jacqui Cheng   Retailers move into content

Ray Soto   VR reaches the next level

Kyle Ellis   Let’s build our way out of this

Federica Cherubini   The rise of bridge roles in news organizations

Jared Newman   Venture funding and digital news don’t mix

Evie Nagy   Pivot to mobile video frustration

Elizabeth Jensen   Show your work

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

Cory Haik   Suffering from realness, pivoting to impact

Alastair Coote   The year of self-improvement

Jake Levine   The return to now

Amy King   Let’s amplify visual voice

Andrew Losowsky   The year of resilience

Michael Kuntz   The only pivot that might work

Amie Ferris-Rotman   More female reporters abroad (please)

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

Miguel Castro   The arrival of the impact producer

Yvonne Leow   The rise of video messaging

Umbreen Bhatti   The trust problem isn’t new

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

Usha Sahay   Wallets get opened

Dannagal G. Young   Stop covering politics as a game

Lam Thuy Vo   Breaking free from the tyranny of the loudest

Alfred Hermida   Going beyond mobile-first

Nikki Usher   The year of The Washington Post

Vivian Schiller   Pivot to tomorrow

Kinsey Wilson   Facebook and Google: Help out or pay up

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

Luke O'Neil   The end is already here

Jassim Ahmad   Thriving on change

Bill Keller   A growing turn to philanthropy

Jennifer Choi   Standing up for us and for each other

Matt DeRienzo   A recession, then a collapse

Renée Kaplan   The year of quiet adjustments (shhh)

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

Debra Adams Simmons   And a woman shall lead them

Jarrod Dicker   Honesty in advertising

Jim Brady   With the people, not just of the people

Claire Wardle   Disinformation gets worse

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

Justin Kosslyn   The year journalists become digital security experts

Jennifer Brandel and Mónica Guzmán   The editorial meeting of the future

Niketa Patel   Live journalism comes of age

Joanne McNeil   Gatekeeping the gatekeepers

Hossein Derakhshan   Television has won

Amy Webb   Listen to weak signals

Mario García   Storytelling finally adapts to mobile

Francesco Marconi   The year of machine-to-machine journalism

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

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

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

Tanya Cordrey   Finally, the seeds of radical reinvention

Steve Grove   The midterms are an opportunity

Kristen Muller   The year of the voter

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

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

Valérie Bélair-Gagnon   Seeking trust in fragmented spaces

Julia Beizer   A longer view on the pivot

Betsy O'Donovan and Melody Kramer   Skepticism and narcissism

Michelle Garcia   Navigating journalistic transparency

Basile Simon   We need better career paths for news nerds

Sarah Marshall   Loyalty as the key performance indicator

Mary Meehan   Real lives are at stake in rural areas

Trushar Barot   The Jio-fication of India

Pete Brown   Push alerts, personalized

Taylor Lorenz   Social and media will split

Matt Carlson   Attacks on the press will get worse

An Xiao Mina   Memes and visuals come to the fore

Hannah Cassius   The year of the echo-chamber escapists

Ståle Grut   Reclaiming audience interaction from social networks

P. Kim Bui   The reckoning is only beginning

Zizi Papacharissi   Women come back

C.W. Anderson   The social media apocalypse

David Skok   Finding an information-life balance

Sam Ford   The year of investing in processes

Pia Frey   Address users as individuals

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

Damon Krukowski   Reviving the alt-weekly soul

Felix Salmon   Covering bitcoin while owning bitcoin

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

Nicholas Quah   Stop talking trash about young people

Frédéric Filloux   External forces

Alexios Mantzarlis   Moving fake news research out of the lab

Rodney Benson   Better, less read, and less trusted

Ariana Tobin   Too tired to tap

Emily Goligoski   Looking beyond news for inspiration

Andrew Haeg   The year journalists become relationship builders

Mariana Moura Santos   Think local, act global

Mary Walter-Brown   Show a little vulnerability

Juliette De Maeyer   A responsible press criticism

Marie Gilot   No assholes allowed

Rachel Schallom   Better design helps differentiate opinion and news

www.220km.com.ua/category/storm/

https://proffitness.com.ua

http://agroxy.com