An audience hungry for accurate political news and a growing array of innovative platforms and engagement strategies offer hope for the future of journalism, according to a report from the Florida-based Poynter Institute.
The report acknowledges the business challenges that have devastated the once-robust American news-media sector. But in calling out successful strategies, authors say they hope to shift the narrative from one of decline to one of hope.
“At Poynter, where we are working with journalists from around the country, around the globe, we are seeing new startups,” Poynter President Neil Brown said in a podcast discussing the report. “We are seeing creators do what I would call maybe journalistic-adjacent work, where they’re providing news and content and stories. … I think it’s time that if we are true to our mission, which is to be storytellers, the story needs to be a lot more complete than it’s been.”
The 72-page report is especially critical of a tendency to blame readers for the decline of the news industry.
“We should stop scolding audiences as uninterested in democracy just because they may no longer be willing to pay for news products they don’t find relevant to their needs or easy to access,” Brown writes in an introduction of the report.
According to the report, media companies should be:
– Reaching out to the many diverse and focused audiences, rather than writing or producing to a “general public.”
– Working aggressively to rebuild trust with consumers.
– Recognizing that lively and engaging personalities can be used to present news content.
– Embracing emerging content channels like podcasting, paid newsletters, and vertical video.
– Working to develop other revenue streams, while recognizing that philanthropy is increasingly funding high-quality journalism.
– Embracing AI and other technological innovation, while recognizing that ethical ground rules must be established and embraced.
Audiences
Although “news fatigue” is often cited as a barrier to engagement with consumers, there is evidence that people want news. Authors point to a Pew Research Foundation study that shows more people following the 2024 election than at a comparable time in the 2020 election. And local news sites report strong engagement with heatwaves and other climate-related issues.
The report listed “better explanation of complex stories” and “solutions/constructive journalism” as the top strategies for combating news avoidance.
“Embracing the realities of audience fragmentation allows for better, specific service,” the report states. “It’s more effective to serve several smaller loyal audiences than trying to win over a general public with one-size-fits-all content.”
Media companies must also recognize that while social media users – especially Gen Z users – are less likely to look to journalists for information, they are likely to look to so-called influencers for news. Allowing journalists to build their brand as influencers can increase reach.
Trust
While acknowledging a general observation that “people don’t trust the media,” the report argues that both the words “media” and “trust” are too broad, noting that a large majority of people trust local news sources.
“Show that your aim is to help customers improve their lives and participate in their community,” the report states. “Don’t just proclaim ‘Trust us.’”
Poynter writers offer a “Trust Playbook”:
– Make responsible reporting your brand and avoid clickbait sensationalism.
– Build a newsroom that reflects your community.
– Relationships are essential, and can be developed through events and online interactions.
– Transparency and accountability are essential.
– Ethical use of technology, with written and public ethical standards.
Creators
News organizations need to recognize that content creators are out there and reaching audiences.
“We need to think of the news and story producers as more than the existing pool of journalists. It’s journalists and high-quality creators,” the report states.
Writers argue that both media companies and content creators will benefit from greater partnership – companies by increasing their reach, creators by tapping more revenue and embracing more professional standards.
Local news
The report noted that while many legacy news outlets are being closed or gutted by “debt-ridden, profit-driven companies,” other local sites are emerging, some supported by philanthropic foundations.
Although the report notes research that shows news consumers are more likely to vote and engage in community activities, it argues that growing local news is about stressing value in the daily lives of consumers. Merely arguing that journalism is “valuable to democracy,” while true, is too vague to be helpful.
Products
The report focused on three news-delivery products – podcasts, vertical video, and specialist paid newsletters – as offering hope for increasing engagement.
It acknowledges that TikTok-style videos are more about “fostering relationships rather than generating immediate revenue,” but they are vital to developing “engaging storytelling techniques.”
Podcasting is especially important on the political beat, and taps into a highly engaged audience. The report noted that many news outlets are filming their podcasts for viewing on YouTube and, in bite-size chunks, on other platforms.
While podcasting ad spending is heavily weighted toward the top 100 podcasts, those with smaller reach are working harder to generate revenue. Some outlets, like The Economist, have all but their most popular podcast behind paywalls. The report noted that about 30 people – roughly 10 percent of The Economist’s editorial headcount – are devoted to podcasts.
Revenue
The report acknowledges that in the recent influx of foundation money has improved newsgathering and presentation, with many philanthropically funded outlets winning major awards. Support from foundation grants for journalism has grown from $50 million in 2015 to $180 million last year.
But the report argues that revenue diversification is always wise. And relying too much on philanthropic support at the expense of focusing on value delivered to news consumers is short-sighted.
AI and technology
Perhaps surprisingly, Poynter authors argue that artificial intelligence, which many see as a threat to journalism, is ignored at the peril of news organizations.
“Resisting change has undermined journalism in the past,” the report notes dryly. “Establishing rules and policies is urgent … . Cost-savings creates opportunity to improve financial sturdiness and invest in new journalistic pursuits.”
Conclusion
The report concludes with five “takeaways.”
1. Audience appetites and needs for news and information that makes a difference in their lives are as large today (if not larger) than ever.
2. High-quality news and information efforts – produced by journalists as well as creators – are succeeding in serving audiences.
3. Facts are back. Even in a polarized society, audiences are vocal about wanted fact-based reporting. From wars to debates to school board coverage, independent accountability journalism is in demand.
4. We live in a topsy-turvy time of experimentation that generates a cornucopia of creative ways to engage with audiences. Journalism can embrace options without abandoning principles.
5. Trust erodes all around us – yet trust is an unreliable guide. Journalists and creators succeed (and fail) according to the quality and durability of relationships they build with those they serve.
The report was researched and written by Poynter’s Brown, Aaron Sharockman, Alex Mahadevan, and Caryn Baird, in collaboration with a team from Magnet Media. Other Poynter contributors included Jennifer Orsi, Ren LeForme, Kelly McBride, Sitara Nieves, Rick Edmonds, Kristen Hare, Angela Fu, Fernanda Camarena, Tony Elkins, Matthew Crowley, Tom Jones, and Angie Drobnic Holan.
The Free Speech Center newsletter offers a digest of First Amendment and news-media news every other week. Subscribe for free here: https://bit.ly/3kG9uiJ