Premium news publishers have plans to maintain user relationships in a media environment that is ever-changing.
Reuters Institute for the Study of Journalism, based at Oxford University, surveyed 303 senior executives of news organisations in a variety of countries.
The resulting Journalism, Media, and Technology Trends and Predictions 2023 report captures an industry adapting to change:
- Publishers plan to keep users engaged despite challenging stories like Ukraine and climate change. They say they will do so by publishing more explainer content (94%), Q&A formats (87%), and inspirational stories (66%).
- Distribution is becoming more visual. Organisations plan to invest less in Facebook (-30) and Twitter (-28), and more into TikTok (+63), Instagram (+50) and YouTube (+47).
- There is a focus on new formats. 72% of publishers say they will put more resource into podcasts and digital audio, as well as email newsletters (69%) and digital video (67%).
More results are in the 48-page report.
Taken together, they depict a news industry continuing to use all the tools at its disposal to deliver content in ways that fit modern behavioural preferences.