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?

Quite simply, we are deploying our customer engagement platform being adopted by many of the top retailers for news sites. With one-line of javascript added to a media site, we allow readers to 'subscribe' to multiple content options, including sections, topics, specific story updates, saved keyword search strings (listing people, companies, other), and even new content by specific reporters. MyAlerts technology monitors media sites for ‘triggers’, or content updates in the opt-in list by individual readers. These 1:1 personalized triggered emails drive up to 10X more opens and click-thrus than generic email newsletters. This technology is precisely what the New York Times built internally, and is what MyAlerts offers news orgs at an affordable platform rate that generates incremental revenue far above typical outreach efforts by media companies.

Readers can Favorite or Opt-in to White Label Alerts at multiple areas of a news site

Readers can Favorite or Opt-in to White Label Alerts at multiple areas of a news site