Retailers move into content

“The challenge to Internet users will be the same challenge we face in all aspects of journalism these days: How do you decide who to trust, and which takes seem authentic?”

In 2018, we’ll see more retailers try to get in on the journalism and product review space. Already, we’ve seen a few major retailers dabble with hosting and creating their own editorial content in order to win over the trust of shoppers on their site, and this has been increasing at a slow clip throughout the last couple years.

The reason they’re doing this is because the way regular people do research on their interests and shop online is evolving. People are increasingly looking for what they feel is an “authentic” voice that speaks to them when it comes to learning about which products might be the best fit. They’re also looking at other user reviews more. Savvy online retailers recognize these trends and have shown interest in finding ways to provide that voice and perceived editorial approach on their own site with the goal of keeping valuable shoppers from wandering off somewhere else on the web.

I think we’ll continue to see this become more common in the year ahead, whether that is via retailers striking partnerships with outside editorial operations or them hiring their own writers and editors. The challenge to Internet users will be the same challenge we face in all aspects of journalism these days: How do you decide who to trust, and which takes seem authentic?

Jacqui Cheng is editor-in-chief of Wirecutter.

Matt DeRienzo   A recession, then a collapse

Charo Henríquez   Training is an investment, not an expense

Tanzina Vega   It’s time for media companies to #PassTheMic

Caitlin Thompson   Podcasting models mature and diversify

Nicholas Quah   Stop talking trash about young people

Miguel Castro   The arrival of the impact producer

Emma Carew Grovum   Newsroom culture becomes a priority

Jarrod Dicker   Honesty in advertising

Bill Keller   A growing turn to philanthropy

Jassim Ahmad   Thriving on change

Mandy Velez   texting is lit rn, fam

Juliette De Maeyer   A responsible press criticism

Sue Schardt   Jump the niche

Matt Boggie   The intellectual equivalent of the Dead Sea

Imaeyen Ibanga   Longform video leads the way

Sarah Marshall   Loyalty as the key performance indicator

Ståle Grut   Reclaiming audience interaction from social networks

Kim Fox   Audience teams diversify their approach

Ariana Tobin   Too tired to tap

Craig Newmark   Working together toward sustainable solutions

Amie Ferris-Rotman   More female reporters abroad (please)

Rodney Benson   Better, less read, and less trusted

Joanne McNeil   Gatekeeping the gatekeepers

Michelle Ferrier   The year of the great reckoning

Joyce Barnathan   It will be harder to bury the news

Brian Lam   Sketchy ethics around product reviews

Raju Narisetti   Mirror, mirror on the wall

Alastair Coote   The year of self-improvement

Molly de Aguiar   Good journalism won’t be enough

Caitria O'Neill   The new court of public opinion

Kyle Ellis   Let’s build our way out of this

Betsy O'Donovan and Melody Kramer   Skepticism and narcissism

Jamie Mottram   From pageviews to t-shirts

Sara M. Watson   Feeds will open up to new user-determined filters

Dan Shanoff   You down with OTT? (Yeah, DTC)

Alice Antheaume   Are you fluent in AI?

Jennifer Choi   Standing up for us and for each other

Vanessa K. DeLuca   Women’s voices take center stage

Susie Banikarim   R.I.P. Pivot to Video (2017–2017)

Eric Ulken   The year local publishers get smart(er) about change

Sally Lehrman   Trust comes first

Tim Carmody   Watch out for Spotify

Hannah Cassius   The year of the echo-chamber escapists

Evie Nagy   Pivot to mobile video frustration

Nathalie Malinarich   Peak push

Tracie Powell   The muting of underserved voices

Will Sommer   The year local media gets conservative

Mariana Moura Santos   Think local, act global

Francesco Marconi   The year of machine-to-machine journalism

Manoush Zomorodi   Self-help as a publishing strategy

Michael Kuntz   The only pivot that might work

Rachel Schallom   Better design helps differentiate opinion and news

Pia Frey   Address users as individuals

Vivian Schiller   Pivot to tomorrow

Eric Nuzum   Beyond the narrative arc

Rick Berke   Value is the watchword

Juleyka Lantigua-Williams   Women of color will reclaim and monetize our time

Rasmus Kleis Nielsen   The Snapchat scenario and the risk of more closed platforms

Joanne Lipman   Journalists inventing revenue streams

Jake Levine   The return to now

José Zamora   Revenue-first journalism

Christopher Meighan   Passive partnership is in the rearview

Sam Sanders   Shine the light on ourselves

Alan Soon   The rise of start of psychographic, micro-targeted media

Jim Moroney   Newspapers have to be good enough for readers to pay for

Ray Soto   VR reaches the next level

Cory Haik   Suffering from realness, pivoting to impact

Richard J. Tofel   The platforms’ power demands more reporters’ attention

Trushar Barot   The Jio-fication of India

Millie Tran and Stine Bauer Dahlberg   (Hint: It’s about your brand)

Nicholas Diakopoulos   Fortifying social media from automated inauthenticity

Monique Judge   Letting black women tell their own stories

Carrie Brown-Smith   Transparency finally takes off

Lanre Akinola   Making noise is not a strategy

Rubina Madan Fillion   Unlocking the potential of AI

Kinsey Wilson   Facebook and Google: Help out or pay up

Cindy Royal   Your journalism curriculum is obsolete

Taylor Lorenz   Social and media will split

Rachel Davis Mersey   AI, with real smarts

Renée Kaplan   The year of quiet adjustments (shhh)

David Skok   Finding an information-life balance

Laura E. Davis   Writing answers before you know the question

An Xiao Mina   Memes and visuals come to the fore

Lam Thuy Vo   Breaking free from the tyranny of the loudest

Valérie Bélair-Gagnon   Seeking trust in fragmented spaces

Federica Cherubini   The rise of bridge roles in news organizations

Hossein Derakhshan   Television has won

Raney Aronson-Rath   Transparency is the antidote to fake news

Luke O'Neil   The end is already here

Alfred Hermida   Going beyond mobile-first

Pablo Boczkowski   The rise of skeptical reading

Burt Herman   Things get real

Jesse Holcomb   Information disorder, coming to a congressional district near you

Amy Webb   Listen to weak signals

Helen Havlak   Keywords, not publishers, power the world’s biggest feeds

Ernst-Jan Pfauth   Publishing less to give readers more

Corey Johnson   The pro-fact resistance

Mike Caulfield   Refactoring media literacy for the networked age

Claire Wardle   Disinformation gets worse

Elizabeth Jensen   Show your work

Nushin Rashidian   Publishers seek ad dollar alternatives

Damon Krukowski   Reviving the alt-weekly soul

Jennifer Coogan   The future is female

Basile Simon   We need better career paths for news nerds

Neha Gandhi   Filler killers

Jessica Parker Gilbert   Design connects storytelling and strategy

Mary Walter-Brown   Show a little vulnerability

Tamar Charney   We get serious about algorithms

Corey Ford   The empire strikes back

Yvonne Leow   The rise of video messaging

Andrew Haeg   The year journalists become relationship builders

Nikki Usher   The year of The Washington Post

Almar Latour   Conquering calm

Jacqui Cheng   Retailers move into content

Steve Grove   The midterms are an opportunity

L. Gordon Crovitz   Serving readers over advertisers

Sam Ford   The year of investing in processes

Julia Beizer   A longer view on the pivot

Zizi Papacharissi   Women come back

Andrew Ramsammy   The year ownership mattered

S. Mitra Kalita   The arc of news and audience

Doris Truong   Computer vision vs. the Internet vigilantes

Andrew Losowsky   The year of resilience

Michelle Garcia   Navigating journalistic transparency

Marie Gilot   No assholes allowed

Feli Sánchez   The year for guerrilla user research

John Keefe   Scooped by AI

Matt Thompson   Here come the attention managers

Matt Carlson   Attacks on the press will get worse

Kelsey Proud   No, no, no

Julia B. Chan   Looking for loyalty in all the right places

Pete Brown   Push alerts, personalized

Kawandeep Virdee   Zines had it right all along

Emily Goligoski   Looking beyond news for inspiration

Dan Newman   A return to trust

Paul Ford   Go global

Lucas Graves   From algorithms to institutions

Daniel Trielli   The rich get richer, the poor scramble

P. Kim Bui   The reckoning is only beginning

Jennifer Brandel and Mónica Guzmán   The editorial meeting of the future

Alexios Mantzarlis   Moving fake news research out of the lab

Dannagal G. Young   Stop covering politics as a game

Amy King   Let’s amplify visual voice

Justin Kosslyn   The year journalists become digital security experts

Mariano Blejman   News games rule

Usha Sahay   Wallets get opened

Errin Haines   At the ballot, it’s time to count black women

Mario García   Storytelling finally adapts to mobile

Rodney Gibbs   Tech workers turn to journalism

Jared Newman   Venture funding and digital news don’t mix

Mira Lowe   The year of the local watchdog

Adam Thomas   Sharing is caring: The year of the mentor

Cristina Wilson   The year of the Instagram Story

Ruth Palmer   Risks will grow for news subjects — especially minorities

Edward Roussel   Eyes, ears, and brains

Debra Adams Simmons   And a woman shall lead them

Kristen Muller   The year of the voter

Jim Brady   With the people, not just of the people

Monika Bauerlein   The firehose of falsehood

Mi-Ai Parrish   Blockchain and trust

Dheerja Kaur   Fun with subscription products

Kathleen McElroy   Building a news video experience native to mobile

C.W. Anderson   The social media apocalypse

Carlos Martínez de la Serna   The new journalism commons

Frédéric Filloux   External forces

Borja Echevarría   TV goes digital, digital goes TV

Mary Meehan   Real lives are at stake in rural areas

Aron Pilhofer   We can’t leave the business to the business side any more

Sydette Harry   Listen to your corner and watch for the hook

Heather Bryant   Building the ecosystems for collaboration

Marcela Donini and Thiago Herdy   Collaboration is the way forward for Brazilian journalism

Niketa Patel   Live journalism comes of age

Tanya Cordrey   Finally, the seeds of radical reinvention

Nancy Watzman   Know thy TV

Felix Salmon   Covering bitcoin while owning bitcoin

Umbreen Bhatti   The trust problem isn’t new