As a research fellow at the Missouri School of Journalism research arm, I studied the future of reader engagement and monetization for the news media. In late March, I spoke at a symposium there on alarming trends for news and other media organizations. But I also painted a quick and affordable path to expanding audiences and revenue: Give control of selecting their content (editorial and advertising) to readers via 1:1 personalization with MyAlerts. More on that below.
But first, consider the trends blaring from these headlines today:
"Ads on news sites gobble up as much as 79% of users' mobile data"
"Nearly Two in Three Millennials Block Ads"
"The walled gardens of Facebook and Google are the real ad blockers, warn publishers and ad tech vendors"
"MondayNote found 20 top news sites bloated with 516 (unrequested) trackers from nearly 100 third-party ad-tech companies"
Yes, the preponderance of news about the future of the media is bleak. But consider these:
"How The New York Times Gets 70% Email Open Rates"
"The Future of Publishing is About Having Connections to Readers and Knowledge of What Those Readers Want" (Seth Godin)
How is MyAlerts Halting These Somber Trends for News Orgs?