Sarah Marshall | Nieman Journalism Lab

Articles by Sarah Marshall

Sarah Marshall is social media editor for Europe, the Middle East, and Africa at The Wall Street Journal.

“With a seemingly limitless number of platforms on which to meet and engage audiences — but still a finite number of hours in the day — teams will need to develop frameworks to understand where to start, stop, and pivot.”

A web channel strategy won’t be enough

“There has been no reduction in Facebook traffic to Condé Nast’s brands as a whole.”

Audience development roles broaden further

“We’ll mitigate the risks of our often uneasy relationships with Facebook, Google, and Apple by further doubling down on diversifying our audience sources and cultivating direct relationships with readers.”

The year audiences need extra cheer

“Life might start to return to pre-Covid normality, but audience mindsets have changed for good.”

The year to learn about news moments

“Late evening is peak time-filler — and therefore an opportunity to engage audiences. When writing or creating products, editors, reporters, and UX designers should therefore consider the reader sitting up in bed looking at her phone.”

A return to destination journalism

“How a reader chooses to spend her time on her phone is our only true competitor.”

Loyalty as the key performance indicator

“Driving loyalty requires focusing on quality. Readers and reporters will be grateful.”

Focusing on the why of the click

“We have only a surface-level appreciation of what motivates people and why they behave in a particular way.”

The allure of a finishable news experience

“Name me a paid-for news site with a payment method so easy that a new subscriber could sign up in less than five minutes while in a dark room after having consumed a few glasses of festive punch.”

Smarter mobile and social

“News sites will find new ways to use social media to surface stories from the archives and extend the lifecycle of content.”