Not everyone consumes news (gasp!). Despite living in a media age with near constant streams of news coming from multiple sources and devices, there’s a segment of the population that consumes little to no news.
Now, I should preface this prediction by saying I have a very open notion of what constitutes “news” — I’m sure my definition would make many people cringe and would not be their own. And, yet, even with a more flexible measurement of news, there are still people anchoring the very low end of the news consumption continuum.
My prediction for 2019: The time has come to better understand the segment of people who are not the news audience, who are the news un-audience. Several years ago, I estimated that about 20 percent of the U.S. adults were what I described as “News Avoiders.” More recently, I found the habit of news avoidance predates adulthood, with 50 percent of U.S. teenagers (ages 12 to 17) reporting very low exposure to any type of news.
Why is studying the news un-audience important? One answer is that news organizations need news audiences. If half of U.S. teenagers are News Avoiders, and that doesn’t change when they reach adulthood, it’s problematic for the long-term survival of the news industry. In more immediate terms, News Avoiders reflect a potential audience-growth strategy for select news organizations.
A second answer is that democracy needs news consumers. News avoidance is related to several negative democratic outcomes. In both studies I mentioned, it was News Avoiders who exhibited the lowest levels of participation across a variety of political and community-based activities. It was their voices, their concerns, and their help that was largely absent. For all the important differences in the types of news that people do consume, the fact remains that being a news consumer is related to civic and political participation.
So here we are. How to better understand the un-audience? It requires reframing the question. In addition to asking “why do people consume news?” we need to ask (without judgment) “why don’t people consume news?” These are different questions that yield different insights. What drives people toward news is not the same as what drives them away. Understanding the un-audience requires going beyond demographics. For example, what does it mean for education level to play a role in unequal news consumption? What is education a proxy for, really? Is it capturing the struggle to understand the language of news, the types of jobs people have (and thus the relevance and time for news consumption), or maybe the different sharing networks people are embedded in?
The un-audience can be tricky to understand, especially for those of us who regularly consume news and work in news-related fields. I see the puzzled look on many of my (journalism) students’ faces when I ask them why people don’t consume news — it’s difficult for them to imagine these people even exist. It’s a much easier task to brainstorm the many reasons people consume news. This is why studying the un-audience for news is so important. If the goal of audience insight is to understand the psychology of news consumption so that we can be more effective storytellers, innovators, and designers, then this insight needs to also include the psychology of news avoidance.
I will end this prediction with one potential jumping off point. Through my own research, I have found one belief to be a particularly powerful explanation of news avoidance. It’s the belief that “news is not made for someone like me.”
In 2019, let’s see if we can change that.
Stephanie Edgerly is an associate professor at Northwestern University’s Medill School of Journalism, Media, Integrated Marketing Communications.
Nathalie Malinarich Video — yes, video
Jim Friedlich Meet Citizen Kane 2.0
Mario García The rise of content “pilots”
Heather Chaplin Agree we’re partisan — for the democratic system
Julie Posetti The year of the fight back
Kawandeep Virdee Media wants to take care of you
Betsy O'Donovan and Melody Kramer The most beautiful sentence in 2019 is “No.”
Rishad Patel A design system for responsible publishing
Julia Rubin Meeting people where they are
Zizi Papacharissi Old interface, say hello to the new interface
Matthew Pressman The battle over objectivity intensifies
Jesse Holcomb We’ll get better at making the case for local journalism
Andrea Faye Hart Doing less harm, not just more good
Alyssa Zeisler We expand what (and how and who) we serve
Renan Borelli Developing loyalty means developing your talent
Rasmus Kleis Nielsen A long, slow slog, with no one coming to the rescue
Christa Scharfenberg and Vickie Baranetsky The year of the lawsuit
Jake Shapiro Podcasting is media’s slow food movement
Juleyka Lantigua Podcasting battles East Coast bias
Kevin D. Grant A year to embrace journalism as public service
Sarah Alvarez Simplify and redistribute
Joe Amditis Give the audience a seat at the table
Kelsey Proud Journalism becomes the escape
Angèle Christin Algorithms and the reflexive turn
Sarah Stonbely Mapping the local news ecosystem — with scale but detail
Elisabeth Goodridge Yes, they signed up — but our job’s not over
Shannon McGregor More bogus embedded tweets in our stories
Frank Chimero Leave the phone at home and put news on your wrist
Zuzanna Ziomecka News leadership gets an overdue upgrade
Laura E. Davis More access, but not that kind
Dheerja Kaur A focus on problems, not platforms
Carolina Guerrero Spanish-language audio blows up
Ariel Zirulnick Participation gets professional
Cory Bergman Journalism as a technology service
Adam Thomas In Europe, foundations invest in news
Amy Schmitz Weiss Local news isn’t where you thought it was
Jean Friedman Rudovsky Cross-newsroom collaborations strengthen communities
Rachel Davis Mersey Local news goes minimalist
Cherian George Fake news wins in Asia
Ruth Palmer and Benjamin Toff From news fatigue to news avoidance
Axie Navas The traffic hunt, CMS battle, and magazine identity crises loom
Thomas Hanitzsch The rise of tribal journalism
Whitney Phillips Our information systems aren’t broken — they’re working as intended
Carrie Brown-Smith Advocating a healthy civic life is no journalistic crime
Libby Bawcombe Haikus of the news
Dan Shanoff Bet on sports gambling
Michael Rain The year of the culturally relevant curator
Sarah Marshall A return to destination journalism
Chase Davis We can acknowledge what we don’t know
Heba Aly The rise of international nonprofit news
Victor Pickard We will finally confront systemic market failure
Rebecca Lee Sanchez We are all actors in the running rampant of political theater
Simon Galperin After capitalism’s fire, journalism’s secondary succession
Raney Aronson-Rath We learn “digital” doesn’t have to mean “short”
Geetika Rudra The year of actionable (local) journalism
John Biewen Podcasts keep getting better
Amy King We should listen to the kids (especially on Instagram)
Rebecca Searles From silos to Swiss Army knife teams
Callie Schweitzer The rise of the conveners
Mike Rispoli and Craig Aaron Government funds local news — and that’s a good thing
Joanne McNeil Building a digital hospice
Michael Grant More newsrooms experiment their way to success
Meredith Artley Huge demand for…anything but politics
Tyler Fisher This is journalism’s do-or-die moment
Jenée Desmond-Harris It finally sinks in that some people aren’t white
Tamar Charney Seriously: What do you do for people?
Nikki Usher Three ways national media will further undermine trust
Francesco Marconi The year of iterative journalism
Elizabeth Bramson-Boudreau A more sincere definition of “community”
Winny de Jong Data journalism goes undercover
Steve Henn Smart speakers get smarter
Alexandra Borchardt Newsrooms need to build trust with their journalists, not just the audience
Efrat Nechushtai Journalism wants to be your friend, not your teacher
Andrew Ramsammy The great re-pivot to audio
Mandy Jenkins Fight the urge to run away from social media
Glyn Mottershead and Martin Chorley When a tech company pulls the plug on your story
Ben Werdmuller The platform tide is turning
Pablo Boczkowski Reimagining the media for post-institutional times
Alexandra Svokos Good luck convincing us millennials to pay
Kate Myers Journalism continues to be bad for democracy
Patrick Butler Measuring impact will increase audience trust
Borja Bergareche Sainz de los Terreros Entering a more balanced era
LaToya Drake Listen up: New stories, new storytellers
Alberto Cairo A year of uncertainty and confidence
Kyra Darnton A shift to depth in video
M. Scott Havens Time to swing for the fences
Emma Carew Grovum The year of the loyal reader
Tushar Banerjee Interactive ads will be the new face of display advertising
Elite Truong What do we owe the next generation?
Mandy Velez Putting the social back in social media
Masuma Ahuja Make foreign coverage less foreign
Ole Reißmann The rise of vertical storytelling
Jennifer Dargan You don’t build diversity through one-off training sessions
Sue Cross Return of the water cooler
Brian Moritz The subscription-pocalypse is about to hit
Adam Smith Platforms will have to help rebuild trust in news
Becca Aaronson From bridge roles to product thinkers
Jesse Brown Canada’s subsidy for news backfires
Joshua P. Darr The nationalization of political news will accelerate
Elizabeth Dunbar Local reporters reflect on what’s not important
Almar Latour Reported facts, weaponized in service of action
Claire Wardle Forget deepfakes: Misinformation is showing up in our most personal online spaces
Alexis Lloyd & Matt Boggie The year product leads media
Shalabh Upadhyay A culture clash on India’s growing Internet
Moreno Cruz Osório Damaged credibility and a new threat in Brazil
P. Kim Bui The misfits become the bosses
Zainab Khan Publishers whose products can stand up to social media giants will win
Justin Kosslyn Text hits a tipping point
Stephanie Edgerly It’s time to understand the un-audience
Elva Ramirez News — but make it cinematic
Jared Newman AI-generated fakes launch a software arms race
Frank Mungeam Tonight at 11: News, sports, and climate change
Joel Konopo Influencers become the new liberated power in Africa
Ben Smith The pendulum starts to swing back
Bill Adair Another year fighting Trump’s falsehoods
Andrew Donohue Voting rights becomes the new climate change
Logan Molyneux Seeing social media for what it is
Robin Kwong Tech shouldn’t be the only field pollinating “news nerds”
Angilee Shah The year news orgs say “yes” to real leaders
A.J. Bauer The coming splintering of conservative media
Cristi Hegranes A year to invest in the security of local journalists
Sue Robinson Reporters go on the offensive
Salem Solomon Correcting our corrections
Stefanie Murray Local news wakes up and starts collaborating
Hossein Derakhshan The news is dying, but journalism will not — and should not
Jonas Kaiser Catching up with “Neuland”
Robert Hernandez Racists and sexists get replaced
Rachel Glickhouse Newsrooms will prioritize audience needs
Carl Bialik Fatigued news consumers will pay more for less news
Steve Myers From trying to cover it all to covering what matters
Rick Berke The year of loyalty
Eric Ulken The year you actually start to like your CMS
Talia Stroud Engaging people across lines of difference
Ernie Smith The year we step back from the platform
Cindy Royal For journalism curriculum to change, its faculty needs disruption
Adam B. Ellick Video forensic reporting goes mainstream — and local
Peter Bale Venture capital runs out of patience
Gideon Lichfield Goodbye attention economy, we’ll miss you
Elizabeth Jensen Going where the Acela can’t take you
Reyhan Harmanci Selling more stories to Hollywood
Mike Isaac The old exit doors for digital media companies are closing
Ståle Grut A new dawn for 3D tech in journalism
Umbreen Bhatti The story doesn’t end for the people we quote
Renée Kaplan Our future could lie within our own organizations
Heather Bryant We are responsible for how we use our power
Knight Foundation A year of local collaboration
John Saroff The pivot to reader revenue’s unintended consequences
Seth C. Lewis The gap between journalism and research is too wide
Bill Grueskin Toward a symphony model for local news
Linda Solomon Wood The year of the climate reporter
Errin Haines Say it with me: Racism
Kainaz Amaria We consider who’s behind the camera
Ernst-Jan Pfauth Readers are only getting started
Craig Newmark The end of “loudspeakers for liars”
Nicholas Jackson More transparency around newsroom decisions
Simon Rogers Data journalism becomes a global field
Kristen Muller Local news fails — in a good way
Jonathan Stray More algorithmic accountability reporting, and a lot of it will be meh
Jeff Chin We detox from Chartbeat
Charo Henríquez Pivot to journalism
Mat Yurow Content competition from the tech companies
Jack Riley Facebook refugees, from ad revenue to news habits
Marie Shanahan Newsrooms take the comments sections back from platforms
Rubina Madan Fillion Fighting the reality of deepfakes
Nisha Chittal The homepage makes a comeback
Tshepo Tshabalala Ahead of African elections, unlock partnerships with fact-checkers
Johannes Klingebiel We all grow hooves
Josh Schwartz A pullback from platforms and a focus on product
Catalina Albeanu Being responsible for what we don’t know
Pia Frey You can’t solve a crisis without treating it as a crisis
Jeremy Gilbert AI finally becomes helpful
Dave Burdick Seeing our blind spots
Kjerstin Thorson Time to get mad about information inequality (again)
Manoush Zomorodi Tech will do for information overload what it did for mindfulness
Gabriel Snyder Journalism doesn’t fit well in a funnel
AX Mina The death of consensus, not the death of truth
Annie Rudd A more intimate aesthetic of politics — on Insta
Candis Callison Learn from Indigenous journalists on covering climate change
Tim Carmody Unlocking the commons
Eric Nuzum The year of the DIY podcast network
Celeste LeCompte Local news needs local conversation to survive
J. Siguru Wahutu Think 2018 was bad? Wait until you see 2019
John Garrett You can’t raise prices forever
Millie Tran There is no magic — you’ve got this
Monique Judge Committing to the truth, calling out lies
Mike Caulfield Ditch the media literacy cynicism and get to work
Lauren Katz Community becomes a core newsroom value
Darryl Holliday Let’s talk about power (yours)
Francesco Zaffarano Towards a rethinking of journalism on social media
Rodney Gibbs A bright — and young — year for audio
Colleen Shalby Representation becomes more than a talking point
Greg Emerson Power to the user
Nico Gendron Reaching Generation Z beyond the coasts
Steve Grove A reckoning for tech’s work with news
Matt Waite “I went to Node.js because I wished to live deliberately”
Peter Cunliffe-Jones The focus of misinformation debates shifts south
Matt Skibinski Quality and reliability are the new currencies for publishers
Matt Karolian Publishers come to terms with being Facebook’s enablers
Jonathan Gill Publishers build a common tech platform together
Seema Yasmin We will create our own spaces