This article is from the WeChat public account: All Media School (ID: quanmeipai) , text: Tencent Media
The new decade has begun slowly, and the journalism industry continues to embrace the increasingly complex and high-speed world, leaving a path of sorrow and joy: the platform and the media continue to love each other, traditional advertising Continued decline in revenue and the emergence of artificial intelligence have added a lot of topics to the industry …
“Era shakes our cradle, bumps up and down like a happy flat boat.” For the world, the ups and downs are the same for our industry. This issue of All Media Group compiles the 2020 Nimman News Lab’s trend forecast, borrowing the wisdom of more than a hundred senior media professionals around the world, hoping to pass you on like a happy boat.
Possibilities Podcast: The Next Stop, the Red Sea of Expressors
Podcasts to silence the silencers
“2020 will be an important year for podcasts for movie stars and presidential candidates. But we cannot let the hustle and bustle of commercial, super celebrities suppress and drown out the richer voices, perspectives, and stories.”
Relations between WFAE on-demand and user participation manager Joni Deutsch
Since “The Dawn of Podcasting” shines, there is no doubt that podcasting has come a long way. But in Joni Deutsch’s view, podcasting has become a self-promotion tool with interests as its biggest concern, and its original intention to help everyone speak out has gradually faded. How to ensure that podcasts remain open and dynamic?
Joni Deutsch suggests that the community needs to be further activated first. At present, although podcasts have become mainstream, only 50% of Americans have ever listened to podcasts, and quite a few people do not understand this media form; secondly, there is a need to simplify tools and provide everyone with the convenience of creating podcasts from scratch Easy tools. In addition, individuals need to actively participate in cooperation. On Apple alone, there are more than 500,000 active podcast shows. Encouraging individuals to participate in local podcast learning and exchange organizations will help more people speak up bravely.
“Podcasting still has the potential to be the most balanced medium. It does not require expensive equipment or editors, nor does it require fixed recording time or content.” Joni Deutsch believes.
The changing industry strengthens podcast ambitions
“In our creative journey, listeners will no longer be content to play only passengers, and sometimes they also want to drive.”
I am the CEO of Lantigua Williams & Co., Julieka Lantigua-Williams, CEO of Lantigua Williams & Co.
In 2020, many podcasters will decide whether to become a professional or an amateur. Juleyka believes that as the podcasting media form gains more social recognition and the podcasting audience matures, the trend of professionalization and teamwork of podcasting content production will be further highlighted.
This will mean that the current podcast producers will be divided, and some will leave their full-time work and be more invested in the creative production of podcast content; free, individual podcast producers will ” “Integrate vertical and horizontal” to start a more adventurous journey; valuable content will become more common … Everything, in her opinion, will bring a more creative and competitive podcast format, as well as better podcasts.
Listener management will become an industry hotspot
“Podcasting is a medium that is easily accessible and has a large number of programs and a large audience, it is also a deep media-its most valuable quality is that it can establish a profound relationship between the audience and the story heard Connection. “
Jake Shapiro, co-founder and CEO of RadioPublic PBC, Podfund, and co-founder and CEO of RadioPublic PBC and Podfund
Jake Shapiro predicts that in 2020, investment in services and tools around podcast marketing will become a hot spot. Because the lack of technology-based marketing solutions is still a major pain point in the podcasting industry. He said: “The current marketing strategy can only help podcasts‘ cast the net ’where the listeners are already, and ca n’t get involved in more open networks and social platforms to get new listeners.”
In order to provide better marketing solutions for podcasts, RadioPublic provides a “listener relationship management” (LRM) service to expand The audience’s touch points are not limited to advertising display, revenue and business model diversification. According to Jake Shapiro, the eternal tug-of-war between platforms and media will also be staged in the podcasting industry, and it is in the interest of the two to establish and manage the relationship between content creators and listeners.
Keep innovation open and open the closed system
“After 2020, listen to on-demand audio and podcastsAs the volume increases, the audio industry will usher in a new audience, launch new attempts, and witness more in-depth stories from creators. “
PrX.KR, CEO, H.K.R., PRX, CEO, H.K.K., PRX, Kr.
In Kerri Hoffman’s view, in 2020, the integration of audio and news will become an important direction for the development of the industry. However, while the industry is rising rapidly, Kerri Hoffman also reminded that the birth and development of podcasts is based on an open and free network environment, excessive mergers between industries, and the nature of “gatekeepers” may affect the development of the industry. In addition, Kerri Hoffman is concerned that advances in advertising technology may further challenge consumer privacy protection. “In this rapidly changing industry, we need to work in an innovative spirit,” Kerri said.
User team in the editorial department: need to be empowered
Focus on news consumption during the day
“As the peak time of reading, the evening is a great time to capture the attention of users. Whether it is an editorial reporter or a user experience designer of a client-side web product, the production scene should be considered in conjunction with Imagine what readers prefer to read in bed. “
Beware of the following: Sarah Marshall, Director of Global User Growth, Vogue Magazine, Vogue Magazine
Sarah Marshall said that in order to better serve existing audiences and expand readership, in 2020, he and his team will pay more attention to “news moments.” She learned about this concept from the Reuters Digital News Report 2019, which suggests that there are four key moments in news consumption for young people: input reading (Read more in the evening or on the weekend) , event update reading (Get information in the morning efficiently) , pass the time Reading (free to browse time killing content) and pop-up reading (News APP push or message from a friend) .
Sarah Marshall believes that users have different “news needs” at different critical moments. She hopes that in the new year, her team can use “news moments” and “news needs” as tools to continuously think and adjust article styles and product design.
Respect non-paying users
“I was shocked when the media stated that they were pushing 15 promotional ads to non-paying subscribers on average per month.”
Because of the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, etc., the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people of the world, the people, the people, the people, the people, the people, the people and the people of the world, of the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the people, the public, the public, the public, the public, the public, the public, the human rights, the human rights, the human rights, the human rights, the human rights, the human rights, the political integrity, etc. that are on the board of the public on the other side of the world of the media that are responsible for the development of the media in the future.
Don Day believes that in 2020, in terms of increasing readers’ income, the biggest experimental space will come from how to effectively use email newsletter push to promote membership growth. In his view, many media’s bombing e-mail promotions for non-paying readers currently lack significant results and show strong disrespect.
Don Day said that the media revenue model should be a (including advertising and paid members, etc.) . All users who are willing to provide an email address for the media, whether they pay or not, are high-value readers. Under the premise of content, then encourage payment for products, which will help achieve conversion.
Prefer user teams
“As a bridge between the communication business and readers, the user team has entered most newsrooms. They only need a little more freedom and have some power to make meaningful choices. For more important changes. “
Beware of: Mary Walter-Brown and Tristan Loper, co-founders of News Revenue Hub, and co-founders of News Revenue Hub
Despite the growing emphasis on user growth, in the eyes of Mary and Tristan, the user team is far from gaining enough influence in the organization like journalists and editors. In their opinion, the most successful user teams should be strategically important, and they should have a complete understanding of the organization’s operating methods and style characteristics. At the same time, they should also have judgments about what users like, what content they expect, Be able to respond.
Functionally, the user team organically connects users with news. If you can really invest in the user team, then the return is inevitable.
Reach Gen Z with Better Products
“If the media can’t promise young people to tell their stories, then at least they should produce content in a way that appeals to Gen Z.”
Because of the following:@Nico Gendron, Local News Project Manager, Instagram
How do news organizations approach Gen Z? Nico Gendron believes that instead of simply telling the story of the younger generation through interviews, hire young journalists and let them express themselves. If news organizations can’t do this, Nico recommends paying more attention to young people’s reading habits and preferences.
Based on her work experience, she made a few suggestions:
Media people can open Instagram accounts to attract young users;
Focus on visual and video first in content production;
Encourage and maintain the active participation of users, even if it only starts with encouragement;
Expand the content output channels by email, SMS, etc.
Media cooperation: a new wave never seen before
Share technology against the platform
“Trust between real partners: Trust between media organizations and users, between media and advertising partners, and between different departments within a media organization.”
Jeremy Gilbert, Strategic Director of The Washington Post; Jarrod Dicker, Vice President of Business Technology and Development
The rise of platform power has become an important factor in breaking media control and dominance. These platforms use user data to promote the prosperity of targeted advertising, facilitate massive transactions, and allow users to post and consume content on the platform. This means that technology serves the realization of attention. Power on the platform continues to swellIn the current swell, Jeremy Gilbert and Jarrod Dicker believe that the media must establish meaningful cooperation of various types in order to counter the power of the platform and share the increasingly complex technical costs.
In 2020, we will see the media begin to develop and share certain technologies to solve common problems in the industry, such as establishing a universal standard for publishing lightweight content, and creating their own advertising platforms. Popular directions.
OSINT news is becoming mainstream
“OSINT investigation is not a method of obtaining only the truth, but a skill of combining creative and critical thinking to investigate digital resources on the Internet.”
St. Grut, journalist and strategic consultant of the Norwegian Public Broadcasting R & D Laboratory, is a journalist and strategic consultant.
OSINT was originally a concept applied in the field of intelligence. Now, due to the huge digital resources brought by the development of camera technology and Internet service technology, the open source digital intelligence of the journalism industry (OSINT) came into being. Ståle Grut believes that by 2020, more journalists will use OSINT in the journalism industry.
At present, some organizations are pioneering ways to share digital resources to jointly explore the truth; these organizations and established media (such as the New York Times, BBC, etc.) cooperation is also receiving increasing attention. The Columbia Tow Center and Global In-Depth Reporting Network have both released the 2020 OSINT News Work Guide; the BBC will also train journalists to use open source skills as a major focus in 2019 …
Ståle Grut also believes that as more and more journalists are exposed to OSINT, this approach will spread from large newsrooms to smaller ones and even individuals.
Service attributes: back to readers’ needs
News should keep distance from emotions
“For the readers and the community, the flame-like anger is not only irresistible but exhausting.”
Masuma Ahuja, independent journalist, former CNN and “Washington Post” journalist Masuma Ahuja
News is always urgent and anxious, and countless headlines make people angry. From the intensification of polarization to the fake news that wildfires generally spread, today’s users feel and influence the world we live in through digital news.
Masuma Ahuja believes that although these news can capture our attention, they often also hurt readers, viewers, and users-because reporters rarely provide enough information to help readers understand a news “Past and Present”. When Masuma first started working, a senior told her that a good piece of news should be “either to tell you something new or to make you feel” . Now, she often asks herself, does our news really help readers understand the world?
In 2020, Masuma Ahuja believes that our journalism should be slower and calmer: “I hope journalists and editors start with this question: What information do our readers need? . “
News should provide incremental information to the public
“Journalists need to be as diligent as teachers to develop and create new forms that can increase the intensity of information, and to create in a context based on historical background and the future.”
Because of the following:The following are some examples: Jeremy Olshan, Editor-in-Chief of MarketWatch, MarketWatch
Why do people read The Wall Street Journal, The New York Times, or other quality newspapers? It is because we want to improve ourselves, enrich our knowledge, deepen our understanding, and learn new skills, thinking and ways of life and work. In this sense, Jeremy Olshan believes that all news should be service news.
In his view, a major problem facing the public discourse field today is that there is a growing gap between what people think they know and what they actually know. Floating in the flood of information, we sacrifice not only our attention but also our precious understanding.
Jeremy Olshan believes that, in the next step, the journalism industry has a responsibility to help readers turn information into knowledge and enhance wisdom: “In 2020, we have to come up with a concept- ‘News for everyone’ < / strong>! “
News interviews are going to the scene
“If the new generation of young reporters only grows in front of the computer screen, in order to get traffic and fast success, they can only learn to copy and paste stories.”
Alexandra Borchardt, senior researcher at the Reuters Institute of Journalism, Oxford University
Alexandra Borchardt pointed out that in the present, journalism must regain and strengthen users’ trust in themselves, and the best way to do this is to contact directly. The more contacts, the better the trust relationship. This demand will further promote the return of journalists. right now,Journalists are well versed in the use of search engines to discover and optimize stories, but on the other hand, this prevents them from learning more about investigative techniques. Journalists’ experiences need to come from contacts full of perseverance and communication skills. Interviewing outside the network and out of the office may experience a revival.
Media and Platform: Identifying yourself in the “fight”
Media bets on user loyalty
“After years of struggle with unpredictable platforms, puzzling algorithms and data, the media once again ignited their love for their digital property.
Beware of the BBC News mobile terminal editor Nathalie Malinarich, the editor of the BBC News mobile terminal.
What does it mean to focus on user loyalty to the media in 2020? According to Nathalie Malinarich, this means a stronger journalism, better and more useful journalism products, and higher user trust. She said that the next step is to better pay attention to and understand our users, understand what keeps them focused on the media itself, and also to learn to make better use of user data, and place user needs at the center of product development and operations .
How media and platform coexist
“Any newsroom that has received funding from technology companies such as Facebook, or received their projects and training, it is impossible to distance yourself from such cooperation.”
Responsibilities: Cushion Co-founder Nushin Rashidian, Cannabis Wire Co-founder, Cannabis Wire
The relationship between media and platforms is becoming increasingly complex. Nushin Rashidian said that in the past year, the relationship has gone in two directions at the same time: on Facebook and other platforms, media advertising revenues have continued to decline, and more and more institutions have turnedRevenue from readers; at the same time, giants such as Google and Facebook have increased their support for journalism. For example, in 2019, Google set up a local editing room in Youngstown, Ohio to help fill the local “news desert.”
The vertical news editing room of a single topic faces opportunities and challenges
“The dispersal of online discourse makes it more difficult to form a wide range of public knowledge, but in certain topics, the opportunity to reach and influence readers is brighter than ever.”
Because of the following: the name of the electronic magazine Glitch, Margarita Noriega, editor of the electronic magazine Glitch
Now, more and more attention to specific topics (such as climate news, new food economy, etc.) is developing rapidly with a single topic newsroom . Margarita Noriega believes that for journalists, the benefits of working in a vertical newsroom with a single topic include: access to deeper news sources and topics, and more independence and freedom in reporting. For organizations, the focus on a single topic also often makes it easier for them to find funding in non-profit areas.
But she also believes that this type of organization also faces many challenges, such as the coercion that interest groups may bring, the decentralized nature of social media topics, and the pressure to serve the niche.
Fighting fake news: What matters is human power
” Counterfeiting “requires human intervention, not algorithms
“Silicon Valley’s attempt to let the algorithm grasp the judgment of news is like Walter Cronkite’s (a famous American TV news host) tries to use Python Writing code. “
L. Gordon Crovitz, Co-CEO of NewsGuard and former publisher of The Wall Street Journal
Facing the flood of fake news, many people believe in the power of technology. But L. Gordon Crovitz said that perhaps in 2020, tech giants will need to rely on the power of the press and journalists to make factual judgments. He pointed out that recent examples have proven that technology companies are not capable of identifying and combating misinformation. Between technology and journalists, consumers gave the answer: According to a Gallup survey, “journalists with different backgrounds trained” rated 90% higher than “black box technology platforms.” In this regard, Crovitz believes that, in the future, the hope of reducing misinformation lies in the transparency of the news report itself, not the so-called secret algorithm.
High-quality content means accuracy + diversity + tolerance
“In a truly diverse and inclusive editorial department, when editorial staff members are concerned about the accuracy of details, they can win readers by producing influential content.
Because of the following: Monica Drake, Assistant Deputy Chief Editor of the New York Times, Assistant Deputy Editor-in-Chief, The New York Times
News operations in an age of information explosion will require more tools and workflows to validate a wide variety of content. In addition, we should learn more about the origins of false information, which are often spread on platforms other than Facebook and Twitter.
However, credibility isn’t built solely by checking various popular small videos. Our coverage is based on diverse reporters to present new topics that may have been overlooked in the past. On the basis of producing high-quality content, users will be willing to pay for the media.
News equality: left or right
The issue of news fairness is getting attention
“The issue of fairness in journalism is as important as fairness in education.”
The Director of Research, Montclair State University Media Cooperation Center, Sarah Stonbely,
Sarah Stonbely believes that news inequality refers to the imbalance of high-quality news and the inequality of access to these high-quality resources. Although this is not a new phenomenon, she believes that by 2020, news inequality will become more prominent and serious. She pointed out that the “news desert” is becoming more common, and in the United States, millions of people still lack access to high-quality and stable Internet access.
Sarah called for, based on the importance of an equal and stable journalism, to ease the issue of journalism inequality for many foundations and local organizations in 2020.
News Consumers Produce a New Type of “Poor-Poor Differentiation”
“Comparing the areas with strong local media and online media with those that do not, there is a huge gap in the quality of reporting between the two places.”
Matthew Pressman, Assistant Professor, Department of Journalism, West East University, p.
Historically, due to differences in geographic location and willingness to pay, the quality of information received by people has varied. Later, the Internet broke this gap. But Matthew predicts that geographic location and spending power will once again divide news consumers into “rich” and “poor” classes. The main reason for this is that in the past few years, more and more media have built paywalls. As advertising revenues weaken, more and more media will focus on digital subscriptions and paid revenues.
Even for those willing to pay for news, high-quality local news will become increasingly difficult to guarantee due to further shrinkage and abolition of national media organizations.
Finally, on a global scale, the trend of “News Avoidance” (In the United States, 16% of the people pay for online news) .
The content gap between local and national readers will narrow
“As the production capacity of digital media increases, everyone’s content feels involved. The gap between local readers and national readers in reading content will continue to narrow.
Restricted by the senior editor of ProPublica, the senior editor of ProPublica, is the senior editor of ProPublica. He is the senior editor of ProPublica.
How can local and national readers benefit from one report? Meg Marco believes that achieving this depends on how the editors can better fulfill their responsibilities—that is, let the reader understand “why.” In her opinion, whatever readers are, they want to see themselves in the content.
In ProPublica ’s report, they not only explained how a regional story fits into a larger context (History, Global, National) Create connections that appeal to readers across the country and provide a similar reverse reading for local readers. Through proper topic selection and in-depth investigation and thinking, they clarified the universal value of the content to readers, and realized the sharing of content preferences of national and local readers. “Compared to where this happened, why this matter is what readers really want to know.”
Data: The 2020s, the era of data
First-hand data is the most valuable resource for the media
“A lot of media are just beginning to think about how to develop technology stacks to intelligently and effectively collect and use first-hand data to drive the growth of their advertising, subscription and e-commerce businesses.”
… M. Scott Havens, Head of Global Digital and Media Distribution Business, Bloomberg Media
2020 will be a watershed moment for global data regulation. The industry’s reliance on third-party data still has many problems. The inaccuracy and imperfection of data has led to the confusion in the advertising market. In the future without cookies, the media can attract subscribers by providing high-quality, differentiated content, and collect and use first-hand data from it.
Of course, users do not want their personal privacy to be abused. While using data compliantly, the media also needs to re-evaluate their relationship with users, such as increasing transparency and engaging in more active and sincere conversations with users.
Learn to look at yourself with data
“We should use natural language processing tools to check the tone of our report, we can makeUse maps to measure how long we have achieved community coverage and where we source our resources. “
Beware of the following: Sarah Schmalbach, Product Director, Lenfest Local Lab, and Product Manager, Lenfest Local Lab
Today, digital newsrooms have many tools for analyzing users. Now that we have a lot of user-related data, what about the media itself?
Sarah Schmalbach believes that next, media organizations should learn to change direction and use these tools to analyze and help themselves. In her opinion, data can help the media understand the present, compare the past, and clarify the future. She hopes that in 2020, the media can organically combine the thinking of product development with the tools of image and analysis of data journalism. Sarah Schmalbach wrote that this “self-quantification” can be a mirror, by providing data and information, to illuminate a firm and benign development path for the media, and avoid falling into the trap of so-called trend hotspots.
How the next page of news is written determines how human sorrow and joy are recorded. In the age of cold and warm currents, the old rules are decaying and collapsing, new forces are taking root, and the imagination of journalism is not limited to the above outlook. We look forward to a better journalism and believe that a better future is on the way.
Original link: https: //www.niemanlab.org/collection/predictions-2020/
This article comes from WeChat public account: All Media School (ID: quanmeipai) , Text: Tencent Media
![]()