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Snapchat has been called the forgotten social media platform, and this year, among news publishers seeking young audiences, it has been overshadowed by Tiktok. 
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TikTok is all the rage amongst young internet users. With more than 1 billion monthly active users on the platform, it is no wonder why many news organisations and journalists have flocked to the platform.
DocPresseESJ's insight:
"You have to get under the skin of the community and the platform. Get to know the algorithm, so you can find accounts you like and plan an onboarding strategy."
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Newsquest, the British regional publisher, has revealed that hundreds of its journalists are receiving bonuses as a result of a page view target scheme it launched.
DocPresseESJ's insight:
"Journalists working on daily titles who generate more than 500,000 page views per month on average each quarter are eligible for bonuses."
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Axios has launched a membership program for some of its local newsletters. The suggested contributions, listed on new city-specific sites, range from $50 to $500 per year.
Voir aussi
DocPresseESJ's insight:
"Axios Local has nearly 400,000 total daily newsletter subscribers across all 14 cities and the emails have an open rate around 35%, Williams confirmed. The team expects to expand to 11 more cities in the first half of 2022."
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La société dirigée depuis 2014 par Zillah Byng-Thorne, avec un large portefeuille de magazines de loisirs et de hobbies, vient d'annoncer une nouvelle acquisition cette semaine, après celle de «Marie-Claire US» et du site GoCompare. Son approche est une monétisation sans complexe de ses titres, en particulier via l'e-commerce.
(accès abonnés)
Voir aussi
DocPresseESJ's insight:
L'e-commerce est une des forces principales de Future Plc. Le groupe prend une commission sur les transactions qu'il apporte via ses sites, notamment via les recommandations de produits.
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The Financial Times (FT) has launched a new climate change section, Climate Capital, for its digital platforms in response to growing demand from its audience. A survey by FT has shown that its readers value environmental reporting as it helps them make business decisions and personal choices. The publisher is now looking to grow its number of subscribers by fulfilling this need
DocPresseESJ's insight:
"Our readers have told us in surveys that they want to gain in-depth insight on the topic, and want to be able to use the information both in understanding the changes in business for work purposes as well as in making personal choices or in conversations with friends, family, and colleagues."
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The Financial Times is expanding how it appeals to school students by creating more focused content and, in a novel twist, releasing a board game. One of the outcomes is that by instilling regular reading habits in younger people, they go on to subscribe to one of the FT’s university student packages.
DocPresseESJ's insight:
“News is often perceived by young people to be less relevant to their everyday lives. But the internet age has substantially accelerated the challenge. Young people have more ways to engage with the news agenda, but news media — and their collective take on the agenda — have become, if anything, less relevant.”
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For subscriptions publishers like the Financial Times, cultivating regular reading habits with younger generations is essential to securing future paid customers. That’s why the publisher has established a long-term program to get school kids and teachers regularly reading FT content.
Voir aussi
DocPresseESJ's insight:
“The FT, like other publishers with older readerships, worries that the next generation will not grow into reading their types of news”
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Magazine subscription service Stack has sent out a different independent title to its members each month for the past ten years, giving founder Steve Watson a unique insight into the state of the publishing industry.
DocPresseESJ's insight:
“We want to make sure that when that envelope drops through the door you have no idea what’s going to be in there.”
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From
digiday
The Guardian is finding when it comes to Instagram Stories, less is more — at least when it comes to how polished videos are. Video drives more new followers than static posts, but time and resources spent on creating polished Instagram videos, specifically for Stories, simply aren’t worth the pay-off.
DocPresseESJ's insight:
“We want to crack how we can use Instagram to drive membership at some point”
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Cellule d'innovation de l'audiovisuel public britannique, le BBC News Labs cherche à explorer des solutions innovantes pour améliorer le quotidien des journalistes dans les salles de rédaction.
DocPresseESJ's insight:
Un des projets vise à réaliser des contenus orientés objet, c'est-à-dire adapter les spécificités des contenus en fonction des capacités techniques et des qualités du terminal sur lequel ils sont consommés.
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The recent acquisition of the i has made Johnston Press the fourth biggest player in the UK newspaper market, with a combined circulation equal to 9 percent of the national daily circulation.
DocPresseESJ's insight:
"marketing services are where we are heading"
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Alors que, début février, les actionnaires de Libération ont annoncé vouloir transformer le siège historique de la rue Béranger en «Flore du XXIe siècle» avec, entre autres, l’ouverture d’un restaurant et d’un bar, plusieurs journaux dans le monde ont déjà franchi le pas. C’est le cas à Londres, où le magazine Monocle et le quotidien The Guardian ont ouvert leur café en 2013. En Europe, plusieurs journaux l’ont déjà fait, comme El Pais en Espagne ou encore Die Tageszeitung (TAZ) en Allemagne. Plusieurs journaux locaux américains ont également leur petit établissement, souvent au pied de leurs locaux pour pouvoir échanger avec leurs lecteurs.
DocPresseESJ's insight:
L’ouverture de ces cafés correspond à un objectif commun: faire briller leur nom devenu marque en l’inscrivant dans une certaine modernité et diversifier leur modèle économique. Mais surtout, trouver de nouveaux lecteurs et les fidéliser autour de l’idée de l’appartenance à une communauté.
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You might think that young audiences only care about the latest trend on their TikTok or Instagram feed. But in recent years, this has been exposed as a myth, as more research shows the increasing appetite for news amongst Gen Z (under 23) audiences.
Voir aussi
DocPresseESJ's insight:
"If you’re coming from a place of authenticity as a journalist, as a reporter, or presenter on these platforms, then that’s a way to build trust with your viewership"
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Linkedin is tripling the number of editors it employs in the UK as part of wider growth that will see it employ nearly 200 journalists worldwide.
DocPresseESJ's insight:
Linkedin said last month that global news website Insider had been one of the first publishers to sign up to its pilot newsletter programme and had gained nearly 820,000 subscribers within 24 hours. Linkedin said this was “a testament to the power of the newsletters to quickly grow and engage audiences” and that it will now roll out the programme more widely for publishers and other companies alike.
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The Guardian has surpassed 1 million digital subscriptions, with digital subscriptions in the US and Australia rising by 13% vs prior year. The company has grown its total digital recurring support by 87% in just three years.
Voir aussi
DocPresseESJ's insight:
"The Guardian’s unique ownership model means the publisher is not controlled by a billionaire owner, or a group of shareholders demanding financial returns - any profits made go directly towards producing quality, independent journalism."
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Le groupe du célèbre magazine économique veut proposer aux entreprises, aux gouvernements et aux fondations une stratégie de «brand content» (contenu de marques), pour communiquer sur les thèmes du développement durable, de la santé et de la mondialisation. «Un jour, le coeur de métier de 'The Economist' pourrait être autre chose que le titre», confie sa directrice générale, Lara Boro.
(accès abonnés)
DocPresseESJ's insight:
«Le chemin vers l’abonnement à “The Economist” se fait en plusieurs années, de la présentation du magazine par un professeur ou un parent jusqu’au moment où le salaire est suffisant pour se l’offrir.»
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The Daily Telegraph wants to link some elements of journalists’ pay to the popularity of their articles, in a plan said to have “alarmed and dismayed” staff who fear it will “seriously warp our editorial priorities”.
DocPresseESJ's insight:
“It seems only right that those who attract and retain the most subscribers should be the most handsomely paid”
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The news organisation has doubled its followers on the platform in the space of a year through a savvy social media strategy
DocPresseESJ's insight:
"A quarter of 18-24-year-olds use Instagram for news weekly."
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This summer, three graduates of the University of Missouri Journalism School went to work in local newsrooms (St. Louis Post-Dispatch, The Boston Globe and the (Minneapolis) Star Tribune) specifically to test and create Instagram strategies to attract younger audiences.
Voir aussi
DocPresseESJ's insight:
Traditionally, newsrooms have used Instagram to showcase their photographers’ work. There’s still room for that, she said, but it’s also a way to help raise awareness of traditional journalism’s other work.
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Le quotidien économique a implanté un bot dans son outil rédactionnel pour inciter les rédacteurs à donner la parole aux expertes. Cela participe à une stratégie plus globale pour attirer plus de lectrices et d'abonnées.
DocPresseESJ's insight:
Le journal a découvert que 80% de ses abonnés sont masculins. S'il veut continuer à grandir et engranger des abonnements numériques, il doit attirer des femmes. Or, selon des études internes, «les lectrices fuient devant nos articles où ne parlent que des hommes».
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The Financial Times has been experimenting with telling its stories through theatre performance, aiming to see if creative, live approach to storytelling can engage audiences in new ways.
DocPresseESJ's insight:
The five 10-15-minute shows aimed to create a focused space where those watching could grapple with topics they wouldn’t necessarily engage with.
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News Corp has brought its NewsIQ tool to the UK in a move that will see it leverage the publishing giant’s first-party data to target consumers based on their emotions and attitudes.
Voir aussi "En Suisse, un journal recourt à l'intelligence artificielle pour gagner des abonnés" (les Echos)
DocPresseESJ's insight:
Surveys asking readers how they felt about content will be embedded into articles on The Sun and The Times to help News UK access more first-party data, such as the emotional state of a reader.
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From
digiday
The Independent may have shed the costs of running a print newspaper since it went digital-only at the end of March. But it still has to generate enough cash to maintain its quality journalism online.
DocPresseESJ's insight:
The success of the digital-only proposition will depend on the publisher’s willingness to play ball in the competitive trade desk space
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Staff at five newspapers including the Liverpool Echo and Birmingham Post are fighting introduction of ‘individual digital audience goals’. Trinity Mirror announced in June that it wanted to roll out a controversial scheme across all of its titles in the UK whereby all journalists will be “expected to grow their audiences”. Lire aussi "UK: Trinity Mirror shelves plan to give journalists individual online traffic growth targets" (pressgazette)
DocPresseESJ's insight:
"The only way we can build a sustainable business is by publishing content that our audience want to read, when they want to read it and how they want to read it."
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"What differentiates how we approach the Snapchat edition is that we will often lead with a celebrity story for the sake of having that face that looks like theirs to connect with, and from there we will take them into more serious news stories."