We’re often taught to think in binaries: us and them, good and bad, threat and opportunity. But sometimes this sort of binary thinking isn’t useful.
So, I’m going to propose that for the national news media in 2022, leaning into our threats will create our opportunities. Because they are one and the same. If we believe that disruption to traditional models is the existential threat, then I believe the measure of our success a year from now will be the extent to which we have become – and remained – the authors of our own disruption. Actively making the change, rather than waiting to be impacted by it.
Here are three examples of what I mean.
When the lockdowns hit, many predicted dire straits for news brands. Fast forward and it’s clear that newspapers have been the most significant medium of 2021. Across print and digital, news brands have stepped forward and played a vital role in combating misinformation and communicating trusted information to the nation. That’s why the government has chosen again and again to work with a united national news media to ensure it’s getting its message across. Our ability to work together as an industry, and in real time, will continue to turn threats into opportunities for us as Covid continues to challenge our country and our world.
Another example lies in our anticipation of the retirement of third party cookies. Canny news brands will be sharpening their focus on building consumer trust through well informed consent and considered value exchange – which, admittedly, takes time and effort compared to trialling industry-wide solutions. I predict successful news publishers will be more consumer-centric in 2022 than ever before. As data increasingly fuels our newsrooms and inspires our product teams, so it will drive innovation in our commercial teams. Great news for readers increasingly willing to share information in return for good experiences. And equally good news for advertisers looking for unique insight and willing to invest time in deeper, more considered partnerships.
Finally, what about the threat that in the digital age, consumers turn away from traditional news media, as they inhale audio and video content through their smart devices? Again, the winning news publishers know that they’re fundamentally in the business of creating brilliant content. Smart devices are just another way to get that content in front of more people. I’m incredibly excited about the opportunity for News Broadcasting, and our launch plans for talkTV – building on the visualisation of our brands and using smart technology to bring high quality video content to consumers wherever and whenever they want it. The pandemic has made people assess the sources of their information and trusted brands have earned their place.
The winning news publishers know that they’re fundamentally in the business of creating brilliant content.
This article was first published in the Publishing Partners Guide (PPG) 2022, which is published and distributed by InPublishing. You can register to receive InPublishing magazine here and view the digital edition of the PPG here.
