2019 will be the year of the loyal reader.
For years, we’ve seen news websites chasing bigger and bigger traffic gains. But the truth is driveby traffic is basically worthless. It’s time for newsrooms to focus on the shift from just pure growth to focusing on retention — or answering the question: How do we get our audience to keep coming back for more?
It’s great to get big traffic spikes (who doesn’t love to see their story on the front page of Reddit or the top of Drudge?) and see big pageview numbers. But in 2019, newsrooms have to grab the reader and keep the reader. That loyalty is earned, which means news orgs need to put time, commitment and resources (ahem, staffing) into this strategy.
At the end of the day, bigger may not actually be better when it comes to an engaged audience. Instead of chasing pageview goals this year, I’d love to see more teams focusing on how to increase time on site or pages per visit. I’d love to see more newsrooms talking about how they deliberately plan to move a user from a mobile app to a podcast to a newsletter and back to the mobile site all in the same day or week.
Declining social traffic for everyone, plus the shift to more organic/direct traffic, means loyalty and retention are increasing in priority for publishers. This could mean embracing a paid audience through subscription or membership programs. But it could also mean focusing on habit-forming products like podcasts and newsletters.
Either way, successful news publishers in 2019 and beyond are the ones who aren’t just looking to grow their audience by driving traffic, they’re looking to build an audience and cultivate a real relationship with them. For many of us, this will mean true engagement between audience, journalists, and the journalism.
Emma Carew Grovum is a product manager at The Daily Beast.
Eric Nuzum The year of the DIY podcast network
Almar Latour Reported facts, weaponized in service of action
Alyssa Zeisler We expand what (and how and who) we serve
Rodney Gibbs A bright — and young — year for audio
Thomas Hanitzsch The rise of tribal journalism
Elizabeth Dunbar Local reporters reflect on what’s not important
Elva Ramirez News — but make it cinematic
Jenée Desmond-Harris It finally sinks in that some people aren’t white
Ole Reißmann The rise of vertical storytelling
Reyhan Harmanci Selling more stories to Hollywood
Raney Aronson-Rath We learn “digital” doesn’t have to mean “short”
Bill Grueskin Toward a symphony model for local news
Joel Konopo Influencers become the new liberated power in Africa
Alexandra Svokos Good luck convincing us millennials to pay
Angilee Shah The year news orgs say “yes” to real leaders
Craig Newmark The end of “loudspeakers for liars”
Jesse Holcomb We’ll get better at making the case for local journalism
P. Kim Bui The misfits become the bosses
Candis Callison Learn from Indigenous journalists on covering climate change
Ernie Smith The year we step back from the platform
Ben Werdmuller The platform tide is turning
Gabriel Snyder Journalism doesn’t fit well in a funnel
Matthew Pressman The battle over objectivity intensifies
Jim Friedlich Meet Citizen Kane 2.0
Kawandeep Virdee Media wants to take care of you
Christa Scharfenberg and Vickie Baranetsky The year of the lawsuit
Kjerstin Thorson Time to get mad about information inequality (again)
Victor Pickard We will finally confront systemic market failure
Adam B. Ellick Video forensic reporting goes mainstream — and local
Heather Chaplin Agree we’re partisan — for the democratic system
Masuma Ahuja Make foreign coverage less foreign
Sarah Marshall A return to destination journalism
Rachel Glickhouse Newsrooms will prioritize audience needs
Tamar Charney Seriously: What do you do for people?
Monique Judge Committing to the truth, calling out lies
Rebecca Searles From silos to Swiss Army knife teams
Taylor Lorenz Personal branding is more powerful than ever
Efrat Nechushtai Journalism wants to be your friend, not your teacher
Michael Grant More newsrooms experiment their way to success
Julia Rubin Meeting people where they are
Renée Kaplan Our future could lie within our own organizations
Manoush Zomorodi Tech will do for information overload what it did for mindfulness
Renan Borelli Developing loyalty means developing your talent
Bill Adair Another year fighting Trump’s falsehoods
Jake Shapiro Podcasting is media’s slow food movement
Amy King We should listen to the kids (especially on Instagram)
Julie Posetti The year of the fight back
Adam Thomas In Europe, foundations invest in news
Peter Bale Venture capital runs out of patience
Meredith Artley Huge demand for…anything but politics
Winny de Jong Data journalism goes undercover
Nathalie Malinarich Video — yes, video
Seema Yasmin We will create our own spaces
Cristi Hegranes A year to invest in the security of local journalists
Simon Galperin After capitalism’s fire, journalism’s secondary succession
Carl Bialik Fatigued news consumers will pay more for less news
Rubina Madan Fillion Fighting the reality of deepfakes
M. Scott Havens Time to swing for the fences
Sue Robinson Reporters go on the offensive
Salem Solomon Correcting our corrections
Heba Aly The rise of international nonprofit news
Robin Kwong Tech shouldn’t be the only field pollinating “news nerds”
Steve Henn Smart speakers get smarter
Knight Foundation A year of local collaboration
Johannes Klingebiel We all grow hooves
Tyler Fisher This is journalism’s do-or-die moment
Tushar Banerjee Interactive ads will be the new face of display advertising
Jonas Kaiser Catching up with “Neuland”
Glyn Mottershead and Martin Chorley When a tech company pulls the plug on your story
Sarah Alvarez Simplify and redistribute
Kainaz Amaria We consider who’s behind the camera
Mat Yurow Content competition from the tech companies
Don Day Timewalls and other reader revenue experiments
Borja Bergareche Sainz de los Terreros Entering a more balanced era
Dan Shanoff Bet on sports gambling
Jared Newman AI-generated fakes launch a software arms race
J. Siguru Wahutu Think 2018 was bad? Wait until you see 2019
Becca Aaronson From bridge roles to product thinkers
Lauren Katz Community becomes a core newsroom value
AX Mina The death of consensus, not the death of truth
Tim Carmody Unlocking the commons
Brian Moritz The subscription-pocalypse is about to hit
Sarah Stonbely Mapping the local news ecosystem — with scale but detail
Matt Skibinski Quality and reliability are the new currencies for publishers
Amy Schmitz Weiss Local news isn’t where you thought it was
Tshepo Tshabalala Ahead of African elections, unlock partnerships with fact-checkers
Jonathan Stray More algorithmic accountability reporting, and a lot of it will be meh
Nikki Usher Three ways national media will further undermine trust
Robert Hernandez Racists and sexists get replaced
Jack Riley Facebook refugees, from ad revenue to news habits
Rishad Patel A design system for responsible publishing
Frank Chimero Leave the phone at home and put news on your wrist
Rachel Davis Mersey Local news goes minimalist
Andrea Faye Hart Doing less harm, not just more good
Matt Karolian Publishers come to terms with being Facebook’s enablers
Pablo Boczkowski Reimagining the media for post-institutional times
Elizabeth Jensen Going where the Acela can’t take you
Betsy O'Donovan and Melody Kramer The most beautiful sentence in 2019 is “No.”
Steve Myers From trying to cover it all to covering what matters
Claire Wardle Forget deepfakes: Misinformation is showing up in our most personal online spaces
Cherian George Fake news wins in Asia
Elizabeth Bramson-Boudreau A more sincere definition of “community”
Darryl Holliday Let’s talk about power (yours)
Catalina Albeanu Being responsible for what we don’t know
Jeremy Gilbert AI finally becomes helpful
Callie Schweitzer The rise of the conveners
Francesco Zaffarano Towards a rethinking of journalism on social media
Carrie Brown-Smith Advocating a healthy civic life is no journalistic crime
Matt Waite “I went to Node.js because I wished to live deliberately”
Geetika Rudra The year of actionable (local) journalism
Steve Grove A reckoning for tech’s work with news
Patrick Butler Measuring impact will increase audience trust
Josh Schwartz A pullback from platforms and a focus on product
Sue Cross Return of the water cooler
Kevin D. Grant A year to embrace journalism as public service
Kyra Darnton A shift to depth in video
Ruth Palmer and Benjamin Toff From news fatigue to news avoidance
Mike Caulfield Ditch the media literacy cynicism and get to work
Elisabeth Goodridge Yes, they signed up — but our job’s not over
Nico Gendron Reaching Generation Z beyond the coasts
Angèle Christin Algorithms and the reflexive turn
Pia Frey You can’t solve a crisis without treating it as a crisis
Joanne McNeil Building a digital hospice
Alexis Lloyd & Matt Boggie The year product leads media
Andrew Donohue Voting rights becomes the new climate change
Alexandra Borchardt Newsrooms need to build trust with their journalists, not just the audience
Ariel Zirulnick Participation gets professional
Marie Shanahan Newsrooms take the comments sections back from platforms
Rebecca Lee Sanchez We are all actors in the running rampant of political theater
Rick Berke The year of loyalty
Jonathan Gill Publishers build a common tech platform together
Gideon Lichfield Goodbye attention economy, we’ll miss you
Mariana Moura Santos From pageviews to impact
Stephanie Edgerly It’s time to understand the un-audience
Seth C. Lewis The gap between journalism and research is too wide
Mario García The rise of content “pilots”
Zuzanna Ziomecka News leadership gets an overdue upgrade
Moreno Cruz Osório Damaged credibility and a new threat in Brazil
Ernst-Jan Pfauth Readers are only getting started
Soo Oh Just showing our work isn’t enough
Errin Haines Say it with me: Racism
Mike Isaac The old exit doors for digital media companies are closing
Francesco Marconi The year of iterative journalism
Colleen Shalby Representation becomes more than a talking point
Dave Burdick Seeing our blind spots
Stefanie Murray Local news wakes up and starts collaborating
Michael Rain The year of the culturally relevant curator
Justin Kosslyn Text hits a tipping point
Joe Amditis Give the audience a seat at the table
Celeste LeCompte Local news needs local conversation to survive
John Saroff The pivot to reader revenue’s unintended consequences
Shalabh Upadhyay A culture clash on India’s growing Internet
Jeff Chin We detox from Chartbeat
Alberto Cairo A year of uncertainty and confidence
Mandy Velez Putting the social back in social media
Linda Solomon Wood The year of the climate reporter
Eric Ulken The year you actually start to like your CMS
Dheerja Kaur A focus on problems, not platforms
Greg Emerson Power to the user
Adam Smith Platforms will have to help rebuild trust in news
A.J. Bauer The coming splintering of conservative media
Axie Navas The traffic hunt, CMS battle, and magazine identity crises loom
Jennifer Dargan You don’t build diversity through one-off training sessions
Kelsey Proud Journalism becomes the escape
Umbreen Bhatti The story doesn’t end for the people we quote
Andrew Ramsammy The great re-pivot to audio
Nisha Chittal The homepage makes a comeback
Zizi Papacharissi Old interface, say hello to the new interface
Frank Mungeam Tonight at 11: News, sports, and climate change
Elite Truong What do we owe the next generation?
LaToya Drake Listen up: New stories, new storytellers
Shannon McGregor More bogus embedded tweets in our stories
Simon Rogers Data journalism becomes a global field
Hossein Derakhshan The news is dying, but journalism will not — and should not
Cory Bergman Journalism as a technology service
Heather Bryant We are responsible for how we use our power
John Biewen Podcasts keep getting better
Mandy Jenkins Fight the urge to run away from social media
Nicholas Jackson More transparency around newsroom decisions
Ben Smith The pendulum starts to swing back
Juleyka Lantigua Podcasting battles East Coast bias
Jesse Brown Canada’s subsidy for news backfires
Chase Davis We can acknowledge what we don’t know
Carolina Guerrero Spanish-language audio blows up
John Garrett You can’t raise prices forever
Logan Molyneux Seeing social media for what it is
Zainab Khan Publishers whose products can stand up to social media giants will win
Kristen Muller Local news fails — in a good way
Whitney Phillips Our information systems aren’t broken — they’re working as intended
Emma Carew Grovum The year of the loyal reader
Joshua P. Darr The nationalization of political news will accelerate
Jean Friedman Rudovsky Cross-newsroom collaborations strengthen communities
Cindy Royal For journalism curriculum to change, its faculty needs disruption
Mike Rispoli and Craig Aaron Government funds local news — and that’s a good thing
Annie Rudd A more intimate aesthetic of politics — on Insta
Laura E. Davis More access, but not that kind
Libby Bawcombe Haikus of the news
Charo Henríquez Pivot to journalism
Talia Stroud Engaging people across lines of difference
Millie Tran There is no magic — you’ve got this
Ståle Grut A new dawn for 3D tech in journalism
Rasmus Kleis Nielsen A long, slow slog, with no one coming to the rescue
Peter Cunliffe-Jones The focus of misinformation debates shifts south