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As the Christchurch massacre trial begins, New Zealand news orgs vow to keep white supremacist ideology out of their coverage
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Jan. 24, 2018, 12:29 p.m.
Audience & Social
LINK: journalists.org  ➚   |   Posted by: Christine Schmidt   |   January 24, 2018

In the unquenchable quest for greater interaction with readers, journalists have become nerds for newsletters. (We might be guilty of that.)

According to MailChimp, newsletters in the media and publishing industry have a 22 percent open rate, and the size of the company does not drastically affect the open rate — showing that publishers large and small can have a say in their subscribers’ media diet. News organizations have also found that strong relationships with newsletter subscribers can lead to greater paid subscriptions to the organization as well: As my colleague Ricardo Bilton recently reported, Condé Nast’s data science team found that the best indication of whether a NewYorker.com reader would become a paying subscriber is if they were a newsletter subscriber.

An aptly named Online News Association local event in New York last night reviewed best practices for A/B testing, actually landing in inboxes, and using email newsletters to build community. HuffPost newsletter editor Alexandra March, The New Yorker’s new director of newsletters (previously of BuzzFeed) Dan Oshinsky, The Flip Side founder Annafi Wahed, Vox Media newsletter growth lead Annemarie Dooling, and Eater newsletter editor Jenny Zhang shared their top tips for quality newslettering. Their full presentation slides are at this link, and highlights from ONA Twitter are below:

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As the Christchurch massacre trial begins, New Zealand news orgs vow to keep white supremacist ideology out of their coverage
“We’re going to do our job — we won’t chill our coverage in any way — but we’re not going to spread hate or misinformation.”
Populists prefer television to online news — but are sticking to Facebook as others leave
“In the U.S., though there are some outlets with populist audiences — such as Fox and HuffPost — it is clear that the majority of outlets have audiences that are predominately non-populist left, such as The New York Times.”
Investigative Network aims to bring more documentary video to local TV (but it’ll need funding first)
“What I’ve seen with most nonprofits is they’re driven by former print people who have transitioned to digital. I can’t tell you how many times I see a digital story and think it would have been a good 10-minute, 15-minute, hour-long documentary piece.”