Moving deeper than the machine of clicks

“Sites will explore further what it means to allow readers to be more active, giving their audience more expression and ability to take part in a two-way conversation.”

Over the next year, publishers and platforms will explore new ways to engage beyond views and shares to encourage deeper reader relationships. Here are a few ways this will be done:

The growth of micro services for content

kawandeep-virdeeUseful tools for newsrooms are emerging that can be embeddable, making it easier to diversify content creation. We’ve seen more services that offer features like data visualization, audience feedback, and 360 images and videos. Thanks to the advent of these services, newsrooms can start including new features for their audiences without the tech overhead to build and maintain them, providing audiences with new ways to interact with publications.

Art direction gets more dynamic

The art that accompanies a story is a critical component of the reader’s experience, and publishers that fail to invest in art direction run the risk of losing their audience’s interest. The New York Times is making articles more compelling through thoughtful art direction and dynamic media. For example, they have taken media that is static in print, and rendered it as a GIF in a newsletter and online. The GIF doesn’t just grab attention, but works in context to create a more exciting article. Recently they used a script as a feature image, pushing the media format further. The feature rendered code on a canvas, instead of an image. This lends itself to interactive illustrations that respond to user interaction or scroll.

Building for depth of interaction

Right now, most articles only give a reader the ability to view, comment, and share. Sites will explore further what it means to allow readers to be more active, giving their audience more expression and ability to take part in a two-way conversation. This could be through events, donations, interactive/experimental media, feedback, products, or e-commerce.

There are feedback loops to support media outside of clicks and views, and it has to start with an approach that prioritizes deeper engagement with readers. More technology will emerge to facilitate this, and digital publications that adopt them will succeed.

Kawandeep Virdee works on the product team at Medium.

Kawandeep Virdee   Moving deeper than the machine of clicks

Michael Oreskes   Reversing the erosion of democracy

Sydette Harry   Facing journalism’s history

Michael Kuntz   Trust is the new click

Sarah Wolozin   Virtual reality on the open web

Julia Beizer   Building a coherent core identity

Mira Lowe   News literacy, bias, and “Hamilton”

Geetika Rudra   Journalism is community

Amy Webb   Journalism as a service

Asma Khalid   The year of the newsy podcast

Scott Dodd   Nonprofits team up for impact

Laura Walker   Authentic voices, not fake news

Robert Hernandez   History will exclude you, again

Anita Zielina   The sales funnel reaches (and changes) the newsroom

Tressie McMillan Cottom   A path through the media’s coming legitimacy crisis

Andrea Silenzi   Podcasts dive into breaking news analysis

Sara M. Watson   There is no neutral interface

An Xiao Mina   2017 is for the attention innovators

Ken Schwencke   Disaggregation and collection

Dan Colarusso   Let’s make live video we can love

Alberto Cairo   Communicating uncertainty to our readers

Peter Sterne   A dangerous anti-press mix

Aja Bogdanoff   Comments start pulling their weight

Amie Ferris-Rotman   Вслед за Россией

Millie Tran   International expansion without colonial overtones

Annemarie Dooling   UGC as a path out of the bubble

Rubina Madan Fillion   Snapchat grows up

Claire Wardle   Verification takes center stage

Jeremy Barr   A terrible year for Tiers B through D

Jon Slade   Trusted news, at a premium

Cindy Royal   Preparing the digital educator-scholar hybrid

Nicholas Quah   Podcasting’s coming class war

Juan Luis Sánchez   Your predictions are our present

Mary Meehan   Feeling blue in a red state

Sue Schardt   Objectivity, fairness, balance, and love

Umbreen Bhatti   A sense of journalists’ humanity

Errin Haines Whack   Chaos or community?

Rasmus Kleis Nielsen   News after advertising may look like news before advertising

Margarita Noriega   From pinning tweets to tweeting pins

Guy Raz   Inspiration and hope will matter more than ever

David Skok   What lies beyond paywalls

Lee Glendinning   A call for great editing

Erin Millar   The bottom falls out of Canadian media

M. Scott Havens   Quality advertising to pair with quality content

Rachel Sklar   Women are going to get loud

Mario Garcia   Virtual reality on mobile leaps forward

Pablo Boczkowski   Fake news and the future of journalism

Burt Herman   Local news gets interesting

Dan Gillmor   Fix the demand side of news too

Katie Zhu   The year of minority media

Megan H. Chan   Cultural reporting goes mainstream

Laura E. Davis   Show your work

Carla Zanoni   Prioritizing emotional health

Elizabeth Jensen   Trust depends on the details

Matt Karolian   AI improves publishing

Ernst-Jan Pfauth   Earn trust by working for (and with) readers

Mary Walter-Brown   Getting comfortable asking for money

Liz Danzico   The triumph of the small

Jonathan Stray   A boom in responsible conservative media

Tracie Powell   Building reader relationships

Cory Haik   Navigating power in Trump’s America

Sam Ford   The year we talk about our awful metrics

Moreno Cruz Osório   The year of transparency in Brazilian journalism

Ståle Grut   The battle for high-quality VR

Trushar Barot   API or die

Nathalie Malinarich   Making it easy

Valérie Bélair-Gagnon   Truthiness in private spaces

Doris Truong   Connecting with diverse perspectives

Mike Ragsdale   A smarter information diet

Jonathan Hunt   Measurement companies get with the times

Andrew Losowsky   Building our own communities

Andy Rossback   The year of the user

Ariane Bernard   Better data about your users

Zizi Papacharissi   Distracted journalism looks in the mirror

David Weigel   A test for online speech

Emi Kolawole   From empathy to community

Ray Soto   VR moves from experiments to immersion

Hillary Frey   Forests need to burn to regrow

Bill Keller   A healthy skepticism about data

Ryan McCarthy   Platforms grow up or grow more toxic

Richard J. Tofel   The country doesn’t trust us — but they do believe us

Joanne Lipman   The year of the drone, really

Amy O'Leary   Not just covering communities, reaching them

P. Kim Bui   The year journalism teaches again

Rachel Schallom   Stop flying over the flyover states

Swati Sharma   Failing diversity is failing journalism

S.P. Sullivan   Baking transparency into our routines

Sarah Marshall   Focusing on the why of the click

Mandy Velez   The audience is the source and the story

Dhiya Kuriakose   The year of digital detoxing

Mathew Ingram   The Faustian Facebook dance continues

Taylor Lorenz   “Selfie journalism” becomes a thing

Almar Latour   Thanks, #fakenews

Andrew Ramsammy   Rise of the rebel journalist

Juliette De Maeyer and Dominique Trudel   A rebirth of populist journalism

Mark Armstrong   Time to pay up

Caitlin Thompson   High touch, high value

Tanya Cordrey   The resurgence of reach

Erin Pettigrew   A year of reflection in tech

Coleen O'Lear   Back to basics

Tim Griggs   The year we stop taking sides

Kathleen Kingsbury   Print as a premium offering

Maria Bustillos   “It’s true — I saw it on Facebook”

Keren Goldshlager   Defining a focus, and then saying no

Adam Thomas   The coming collaboration across Europe

Javaun Moradi   What can we own?

Emily Goligoski   Incorporating audience feedback at scale

Tim Herrera   The safe space of service journalism

Carrie Brown-Smith   We won’t do enough

Melody Kramer   Radically rethinking design

Libby Bawcombe   Kids board the podcast train

Lam Thuy Vo   The primary source in the age of mechanical multiplication

Ashley C. Woods   Local journalism will fight a new fight

Dannagal G. Young   The return of the gatekeepers

Alice Antheaume   A new test for French media

Nushin Rashidian   A rise in high-price, high-value subscriptions

Bill Adair   The year of the fact-checking bot

Eric Nuzum   Podcasting stratifies into hard layers

Jim Friedlich   A banner year for venture philanthropy

Vivian Schiller   Tested like never before

Renée Kaplan   Pure reach has reached its limit

Francesco Marconi   The year of augmented writing

Gabriel Snyder   The aberration of 20th-century journalism

Ole Reißmann   Un-faking the news

David Chavern   Fake news gets solved

Reyhan Harmanci   Bear witness — but then what?

Priya Ganapati   Mobile websites are ready for reinvention

Helen Havlak   Chasing mobile search results

Alexis Lloyd   Public trust for private realities

Steve Henn   The next revolution is voice

Matt Waite   The people running the media are the problem

Felix Salmon   Headlines matter

Samantha Barry   Messaging apps go mainstream

Molly de Aguiar   Philanthropists galvanize around news

Rebekah Monson   Journalism is community-as-a-service

Olivia Ma   The year collaboration beats competition

Christopher Meighan   Unlocking a deeper mobile experience

Corey Ford   The year of the rebelpreneur

Liz McMillen   The year of deep insights

Andrew Haeg   The year of listening