Faced with challenging times, News outlets increase focus on reader payments 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 17, 2021, 1:13 PM UTC

While the primary focus should be on offering people credible news, they must also embrace fast changes.

According to a European Journalism Centre report, media outlets should shift from being audience-led to audience-focused. Though the pandemic forced news organisations to cut staff and reduce print run, some outlets developed new revenue models to survive. Some even experimented with a one-off or monthly donations and paid membership schemes. 

According to the respondents, while such reader payment methods offered the convenience of quick launches, companies must focus on operational support for such payment options. The report also says that in 2020, publishers engaged audiences through surveys and newsletters to understand the effectiveness of their actions and to understand the audiences’ needs further. 

According to the report, media outlets focussed on offering explainers and Q&As about pandemic-related topics and vaccines. Similarly, European news organisations published investigative reports on subjects like contracts for medical supplies and the misuse of emergency government powers. 

Read the original article

[4 minute read]