Loyalty goes two ways for news organizations. Readers show them loyalty, but increasingly news organizations are learning how important it is to be loyal to their readers. In the next year, the most successful media companies will be the ones that focus on readers who are core to their audience and reward them for their readership.
Gone are the days of aggregation by small and medium-sized brands. Gone are the days of chasing traffic. Gone are the days of one-size-fits all splashy marketing campaigns. Today we are learning how to build targeted relationships with readers. That means finding new ways to reach them — and to keep them coming back.
At Stat, a site devoted to health, medicine and science, we are relentlessly focused on our audience. We publish both free content and paywalled content. For subscribers, we offer exclusive content and access to webinars and events, among other benefits.
But regardless we are determined to make sure readers know we are delivering them value. Every day, we’re thinking not only of what stories to write but a more fundamental question: are readers getting their money’s worth? Every day, we’re thinking of ways to remind readers of the value we’re giving them — not only through the journalism itself but through targeted emails.
Just as critical in attracting a loyal subscriber base is keeping our existing ones loyal. We pride ourselves on doing whatever we can to keep cancellations to a minimum.
The encouraging news is that quality watchdog journalism is fundamental to building loyalty. One running story that has brought Stat more subscribers than we imagined has been our pieces about how the Watson supercomputer wasn’t living up to the lofty expectations that IBM created for its health initiative. Not a story that people need to know for a specific business purpose, but wanted to pay for because of the larger issues it raises about new technology — and hype.
As we all look for sustainable journalism models, we’re finding a solution in our efforts to deliver quality content and build subscriber bases, and I think we’ll see that even more in 2019.
Rick Berke is the executive editor of Stat.
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Thomas Hanitzsch The rise of tribal journalism
Reyhan Harmanci Selling more stories to Hollywood
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Simon Rogers Data journalism becomes a global field
Sarah Stonbely Mapping the local news ecosystem — with scale but detail
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Robert Hernandez Racists and sexists get replaced
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Tim Carmody Unlocking the commons
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Julia Rubin Meeting people where they are
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Sarah Marshall A return to destination journalism
Matt Karolian Publishers come to terms with being Facebook’s enablers
Talia Stroud Engaging people across lines of difference
LaToya Drake Listen up: New stories, new storytellers
Gabriel Snyder Journalism doesn’t fit well in a funnel
Justin Kosslyn Text hits a tipping point
J. Siguru Wahutu Think 2018 was bad? Wait until you see 2019
Angèle Christin Algorithms and the reflexive turn
Raney Aronson-Rath We learn “digital” doesn’t have to mean “short”
Steve Henn Smart speakers get smarter
Stephanie Edgerly It’s time to understand the un-audience
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Sue Cross Return of the water cooler
Nathalie Malinarich Video — yes, video
Lauren Katz Community becomes a core newsroom value
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Angilee Shah The year news orgs say “yes” to real leaders
An Xiao Mina The death of consensus, not the death of truth
Shalabh Upadhyay A culture clash on India’s growing Internet
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