The Future of Media, Explained - from Press Gazette
What we learned in 2024 about the business of news
Dec 19, 2024
The podcast dives into the transformative year of 2024 for news publishers, exploring revenue trends and newfound optimism for 2025. It discusses the crucial role of engaging loyal audiences amidst rapid technological shifts. Insights on Donald Trump's enduring influence highlight the tension between sensationalism and media recovery. Listeners encounter skepticism around generative AI in search engines, while the rise of premium paywalls signals significant changes ahead. The conversation wraps up with a light-hearted look at future unpredictabilities in the media landscape.
24:14
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Quick takeaways
- In 2024, news publishers learned that focusing on cultivating dedicated audiences, rather than just chasing large numbers, proved more beneficial.
- The evolving media landscape highlighted significant shifts in content distribution due to regulatory actions and changing consumer preferences, especially among younger demographics.
Deep dives
The Shift Towards Direct Engagement
The media landscape is increasingly emphasizing the need for publishers to cultivate and engage with their core audiences directly. This shift comes as consumer behavior evolves, particularly with younger demographics favoring platforms like TikTok for search over traditional news sources. Publishers are realizing that having a smaller, more dedicated audience can be more beneficial than simply chasing large numbers. For instance, The Mail's introduction of a paywall aimed at fostering loyalty has reportedly exceeded expectations, demonstrating the effectiveness of this strategy.
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