By now, most journalists at subscription-driven organizations know about the funnel. The famous digital sales funnel, which classifies potential subscribers in tranches, starting at the top with infrequent visitors and narrowing to a final group of those highly engaged. Ideally, those highly engaged users will pop out of the graphic and into revenue streams, converted into paying subscribers.
But in 2019, newsrooms will focus on understanding the next step of the reader journey: coming back for more. Doubling down on best practices for subscriber retention after acquisition (and updating the graphical representations of such) will be a key priority.
These are hard-won subscribers. Ensuring that they remain so loyal, so engaged and so connected to the journalism and mission that they stick around can’t be done by sales and marketing alone. Yes, of course those teams will continue to invest in strategies and tools that promote engagement and reduce churn, but journalists can and will help by improving editorial products, gaining greater audience insight and, most important, producing quality journalism.
A lot of that work will happen in your inbox. Newsletters are a proven retention tool in all industries, and they’ll continue their resurgence in ours. The intimacy, convenience and reliability of email are attractive to readers, especially during a time of growing suspicion of social media.
Next year we’ll hear about investments in editorial, tech and product resources for newsletters, benefiting those who create them and consume them. We’ll see stronger collaboration with product and tech colleagues, and a rise of those in hybrid roles. We’ll see the development of more engagement features, emphasizing interactivity, visual elements and real-time updates in email templates. And we’ll see more experimentation with paid newsletters or subscriber-only products.
The targeting of these newsletters will also be refined. Large blasts of email of little or minimal interest, with low open rates as proof of their middling success, will be joined (or ideally replaced) by more segmented, personalized and therefore more valuable newsletters.
All of this will lead to keener insight into audiences. With this data, coupled with constant user research, both qualitative and quantitative, news organizations will be able to better understand what subscribers want, and where, when and how they want to read, view or consume our journalism. (This will also help with the identification of new audiences, but hey, we are talking about retention here.)
Of course, these insights and advancements won’t be restricted to email. We’ll see improved personalization on the desktop and in apps, with smarter applications of recirculation modules and push notifications.
And none of that work will matter without timely and invaluable news, analysis and information from trusted journalists. Subscribers want relationships with reporters, with our brands. Like any good relationship, we need to ensure they find enough value to remain with it.
Elisabeth Goodridge is editorial director of newsletters at The New York Times.
Nisha Chittal The homepage makes a comeback
Frank Mungeam Tonight at 11: News, sports, and climate change
Angèle Christin Algorithms and the reflexive turn
AX Mina The death of consensus, not the death of truth
Heba Aly The rise of international nonprofit news
Zainab Khan Publishers whose products can stand up to social media giants will win
Matt Waite “I went to Node.js because I wished to live deliberately”
Kjerstin Thorson Time to get mad about information inequality (again)
Colleen Shalby Representation becomes more than a talking point
Gabriel Snyder Journalism doesn’t fit well in a funnel
Dan Shanoff Bet on sports gambling
Darryl Holliday Let’s talk about power (yours)
Simon Galperin After capitalism’s fire, journalism’s secondary succession
Justin Kosslyn Text hits a tipping point
Jean Friedman Rudovsky Cross-newsroom collaborations strengthen communities
Andrew Ramsammy The great re-pivot to audio
Bill Grueskin Toward a symphony model for local news
Logan Molyneux Seeing social media for what it is
Gideon Lichfield Goodbye attention economy, we’ll miss you
Marie Shanahan Newsrooms take the comments sections back from platforms
Tushar Banerjee Interactive ads will be the new face of display advertising
Ernst-Jan Pfauth Readers are only getting started
P. Kim Bui The misfits become the bosses
Elite Truong What do we owe the next generation?
Taylor Lorenz Personal branding is more powerful than ever
Rasmus Kleis Nielsen A long, slow slog, with no one coming to the rescue
Errin Haines Say it with me: Racism
John Garrett You can’t raise prices forever
Tyler Fisher This is journalism’s do-or-die moment
Callie Schweitzer The rise of the conveners
Pia Frey You can’t solve a crisis without treating it as a crisis
Julie Posetti The year of the fight back
Jonas Kaiser Catching up with “Neuland”
Glyn Mottershead and Martin Chorley When a tech company pulls the plug on your story
Peter Cunliffe-Jones The focus of misinformation debates shifts south
Nathalie Malinarich Video — yes, video
Ståle Grut A new dawn for 3D tech in journalism
Talia Stroud Engaging people across lines of difference
Sue Cross Return of the water cooler
Kawandeep Virdee Media wants to take care of you
Michael Grant More newsrooms experiment their way to success
Julia Rubin Meeting people where they are
Mike Isaac The old exit doors for digital media companies are closing
Manoush Zomorodi Tech will do for information overload what it did for mindfulness
Elva Ramirez News — but make it cinematic
Sue Robinson Reporters go on the offensive
Zuzanna Ziomecka News leadership gets an overdue upgrade
Elisabeth Goodridge Yes, they signed up — but our job’s not over
Sarah Alvarez Simplify and redistribute
Tim Carmody Unlocking the commons
Mike Caulfield Ditch the media literacy cynicism and get to work
Elizabeth Bramson-Boudreau A more sincere definition of “community”
Millie Tran There is no magic — you’ve got this
Adam B. Ellick Video forensic reporting goes mainstream — and local
Juleyka Lantigua Podcasting battles East Coast bias
Tshepo Tshabalala Ahead of African elections, unlock partnerships with fact-checkers
Robin Kwong Tech shouldn’t be the only field pollinating “news nerds”
Amy King We should listen to the kids (especially on Instagram)
Alexis Lloyd & Matt Boggie The year product leads media
Mandy Jenkins Fight the urge to run away from social media
Peter Bale Venture capital runs out of patience
Renan Borelli Developing loyalty means developing your talent
Linda Solomon Wood The year of the climate reporter
Rick Berke The year of loyalty
Tamar Charney Seriously: What do you do for people?
Adam Thomas In Europe, foundations invest in news
Rachel Davis Mersey Local news goes minimalist
Frank Chimero Leave the phone at home and put news on your wrist
Joe Amditis Give the audience a seat at the table
Almar Latour Reported facts, weaponized in service of action
Eric Ulken The year you actually start to like your CMS
Cindy Royal For journalism curriculum to change, its faculty needs disruption
Francesco Marconi The year of iterative journalism
Elizabeth Jensen Going where the Acela can’t take you
Mandy Velez Putting the social back in social media
Reyhan Harmanci Selling more stories to Hollywood
Zizi Papacharissi Old interface, say hello to the new interface
Knight Foundation A year of local collaboration
Mariana Moura Santos From pageviews to impact
John Biewen Podcasts keep getting better
Salem Solomon Correcting our corrections
Elizabeth Dunbar Local reporters reflect on what’s not important
Jared Newman AI-generated fakes launch a software arms race
Kristen Muller Local news fails — in a good way
Rishad Patel A design system for responsible publishing
Becca Aaronson From bridge roles to product thinkers
Kelsey Proud Journalism becomes the escape
Celeste LeCompte Local news needs local conversation to survive
Ben Smith The pendulum starts to swing back
Jonathan Stray More algorithmic accountability reporting, and a lot of it will be meh
Monique Judge Committing to the truth, calling out lies
Andrea Faye Hart Doing less harm, not just more good
Alyssa Zeisler We expand what (and how and who) we serve
Victor Pickard We will finally confront systemic market failure
Eric Nuzum The year of the DIY podcast network
Alexandra Borchardt Newsrooms need to build trust with their journalists, not just the audience
M. Scott Havens Time to swing for the fences
Craig Newmark The end of “loudspeakers for liars”
Pablo Boczkowski Reimagining the media for post-institutional times
Stephanie Edgerly It’s time to understand the un-audience
Simon Rogers Data journalism becomes a global field
Axie Navas The traffic hunt, CMS battle, and magazine identity crises loom
Seema Yasmin We will create our own spaces
Steve Myers From trying to cover it all to covering what matters
Joel Konopo Influencers become the new liberated power in Africa
Betsy O'Donovan and Melody Kramer The most beautiful sentence in 2019 is “No.”
John Saroff The pivot to reader revenue’s unintended consequences
Shalabh Upadhyay A culture clash on India’s growing Internet
Robert Hernandez Racists and sexists get replaced
Steve Grove A reckoning for tech’s work with news
Alberto Cairo A year of uncertainty and confidence
Cristi Hegranes A year to invest in the security of local journalists
Jennifer Dargan You don’t build diversity through one-off training sessions
Ole Reißmann The rise of vertical storytelling
Matt Karolian Publishers come to terms with being Facebook’s enablers
Josh Schwartz A pullback from platforms and a focus on product
Jesse Brown Canada’s subsidy for news backfires
Jake Shapiro Podcasting is media’s slow food movement
Libby Bawcombe Haikus of the news
Rubina Madan Fillion Fighting the reality of deepfakes
Rebecca Lee Sanchez We are all actors in the running rampant of political theater
Don Day Timewalls and other reader revenue experiments
Ariel Zirulnick Participation gets professional
Christa Scharfenberg and Vickie Baranetsky The year of the lawsuit
Catalina Albeanu Being responsible for what we don’t know
Jeff Chin We detox from Chartbeat
Renée Kaplan Our future could lie within our own organizations
Cory Bergman Journalism as a technology service
Meredith Artley Huge demand for…anything but politics
Annie Rudd A more intimate aesthetic of politics — on Insta
A.J. Bauer The coming splintering of conservative media
Ruth Palmer and Benjamin Toff From news fatigue to news avoidance
Mike Rispoli and Craig Aaron Government funds local news — and that’s a good thing
Lauren Katz Community becomes a core newsroom value
Adam Smith Platforms will have to help rebuild trust in news
Brian Moritz The subscription-pocalypse is about to hit
Kevin D. Grant A year to embrace journalism as public service
Ben Werdmuller The platform tide is turning
Rebecca Searles From silos to Swiss Army knife teams
Carrie Brown-Smith Advocating a healthy civic life is no journalistic crime
Jim Friedlich Meet Citizen Kane 2.0
Dave Burdick Seeing our blind spots
Angilee Shah The year news orgs say “yes” to real leaders
Masuma Ahuja Make foreign coverage less foreign
Sarah Marshall A return to destination journalism
Mat Yurow Content competition from the tech companies
Joanne McNeil Building a digital hospice
Whitney Phillips Our information systems aren’t broken — they’re working as intended
Jeremy Gilbert AI finally becomes helpful
Matt Skibinski Quality and reliability are the new currencies for publishers
Efrat Nechushtai Journalism wants to be your friend, not your teacher
Jonathan Gill Publishers build a common tech platform together
Joshua P. Darr The nationalization of political news will accelerate
Nikki Usher Three ways national media will further undermine trust
Charo Henríquez Pivot to journalism
Carl Bialik Fatigued news consumers will pay more for less news
Soo Oh Just showing our work isn’t enough
Greg Emerson Power to the user
Winny de Jong Data journalism goes undercover
Patrick Butler Measuring impact will increase audience trust
Jenée Desmond-Harris It finally sinks in that some people aren’t white
Carolina Guerrero Spanish-language audio blows up
J. Siguru Wahutu Think 2018 was bad? Wait until you see 2019
Thomas Hanitzsch The rise of tribal journalism
Shannon McGregor More bogus embedded tweets in our stories
Dheerja Kaur A focus on problems, not platforms
Heather Bryant We are responsible for how we use our power
Alexandra Svokos Good luck convincing us millennials to pay
Kyra Darnton A shift to depth in video
Jack Riley Facebook refugees, from ad revenue to news habits
Umbreen Bhatti The story doesn’t end for the people we quote
Nico Gendron Reaching Generation Z beyond the coasts
Borja Bergareche Sainz de los Terreros Entering a more balanced era
Steve Henn Smart speakers get smarter
Jesse Holcomb We’ll get better at making the case for local journalism
Ernie Smith The year we step back from the platform
Francesco Zaffarano Towards a rethinking of journalism on social media
Rachel Glickhouse Newsrooms will prioritize audience needs
Claire Wardle Forget deepfakes: Misinformation is showing up in our most personal online spaces
Moreno Cruz Osório Damaged credibility and a new threat in Brazil
Rodney Gibbs A bright — and young — year for audio
Chase Davis We can acknowledge what we don’t know
Emma Carew Grovum The year of the loyal reader
Raney Aronson-Rath We learn “digital” doesn’t have to mean “short”
Kate Myers Journalism continues to be bad for democracy
Cherian George Fake news wins in Asia
Andrew Donohue Voting rights becomes the new climate change
Sarah Stonbely Mapping the local news ecosystem — with scale but detail
Hossein Derakhshan The news is dying, but journalism will not — and should not
LaToya Drake Listen up: New stories, new storytellers
Kainaz Amaria We consider who’s behind the camera
Geetika Rudra The year of actionable (local) journalism
Candis Callison Learn from Indigenous journalists on covering climate change
Seth C. Lewis The gap between journalism and research is too wide
Michael Rain The year of the culturally relevant curator
Nicholas Jackson More transparency around newsroom decisions
Heather Chaplin Agree we’re partisan — for the democratic system
Bill Adair Another year fighting Trump’s falsehoods
Stefanie Murray Local news wakes up and starts collaborating
Mario García The rise of content “pilots”
Johannes Klingebiel We all grow hooves
Laura E. Davis More access, but not that kind