So while most news outlets are driving their numbers up with breaking news and drama people are repulsed to connect with the brands meaning their willingness to subscribe to newsletters or any paid product is decreasing.
And the Digital News Report is validating this.
The practical problem occurring with selective news avoidance though is the lack of trust that leads audiences to become more and more reluctant audiences reluctant to give up their data for news sites.
“Beyond concerns about subscription diets, media companies face another challenge in maintaining advertising revenues in the face of the imminent phasing out of third-party cookies. Without these cross-platform trackers, media companies are looking to build up their own first-party data that can give them more leverage with advertising companies – and increase the rates they can charge. News companies now routinely ask for an email address before people can see content or access additional features such as commenting. In some countries (Portugal, Finland, and Switzerland), publishers have collaborated to provide a single login system that works across multiple online websites and apps. But how do audiences view these issues?”
Across countries we find that only around a quarter (28%) have registered for one or more news websites in the last year. Those in Portugal (44%) are most likely to have given their details, but people in Germany (19%), the UK (16%), and Japan (14%) are least likely to have parted with their information for access. These differences may relate to the extent to which registration walls are being pushed by publishers in each country, but the relatively low levels in general reflect a continuing reluctance amongst consumers to give up email addresses or other personal details – especially if content is available elsewhere. Most news websites simply do not have a clear enough value proposition to persuade people to do so.”
At Qurio, we’ve heard these problems throughout our customer discovery journey. Research comes to validate them once more. What we are working on is how to solve them efficiently and creatively.
That’s why we’d like to hear from you.
Hearing from newsrooms is an everlasting process for us. So apart from the product side, we keep trying to talk to as many newsrooms as possible so we can understand their needs and build something that fits their needs. Problems keep piling up, and we are here to help solve them.
Do you work in a newsroom? We’d love to hear about your problems with audience engagement. Also, we offer pro-bono coaching because we’ve been in your shoes and know how hard it is.
Or, if you know someone whose role is an audience or product role, please let us know!
That’s all for this week, and please, get in touch with any questions simply by responding to this email.
And don’t forget, we need a few more hands-on-deck and are hiring full-stack engineers to help us build Qurio. So feel free to share this email if someone you know is interested!
Have a great weekend,
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