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The media sector is immersed in a changing and constantly evolving landscape. For the last few years, they have experienced the need of reinventing themselves and develop their activity in different ways. From Protecmedia we have summarised the common key points and trends that, despite diversification, will condition their activity over the next twelve months. Take note!
It seems that during this year 2020, the evolution of the media in terms of the subscription models will be completely established: what is the best type of payment barrier, how to define the content strategy so that the reader would decide what is his suitable payment model, how to build up the subscribers loyalty, etc. Last year it happened a boom in the adoption of this type of model by a large number of newspapers, a phenomenon that clashed with the stagnation of the subscription results of those that had been developing this activity for several years.
Offering free information through digital newspapers has led, among other consequences, to conditioned information by advertising and advertisers, and this has inevitably affected the quality of publications. The payment models consolidation will be decisive in breaking this trend and will give back the leading role to both the media and the readers in the decisions of the editorial direction.
The challenge against fake news
The fight against fake news is a matter of vital importance for institutions, media, companies and brands. Major companies such as Google or Twitter invest great efforts in detecting and removing false information and prioritizing higher quality content. The use of artificial 'machine learning' algorithms and data verification networks are tools that help the media to fight misinformation and to generate trust and credibility among their audience.
From the newsrooms it will be essential to provide all possible confidence to users, offering proved and quality information in every news and articles, and being transparent in the work processes.
Smartphones will be the main players
During the year 2019 in the United States, mobile phone use exceeded TV consumption for the first time. In 2014, most adults still watched nearly two hours more television than they used their mobile phones. Moreover, since 2010 it has been the only media that has grown, both in terms of advertising investment and time spent by users.
It is worth noting the role of the 'stories' as the most successful format with the greatest future projection in the mobile experience. These are audiovisual pieces with fast and short-lived content that began in Snapchat and became popular through Instagram. More and more media such as Paris Normandie or The New York Times consider this alternative as an essential broadcasting channel. Also, the possibility of including direct links to external sites through the 'swipe up' functionality is a great possibility to exploit the arrival of new subscribers.
Following this trend and taking into account the success of the TikTok platform, it does not seem risky to consider this social network during this year 2020 as a great bet to carry out innovative actions that allow the media to connect with the 'millennial' and 'centennial' audience.
The podcasts hype
The market research company Forrester launched its Predictions 2020 (paywall) report in November 2019, which shows that podcasts will be a key point in the media future. The audience share of this type of format in the United States has doubled in the last five years, and investment in content and advertising has increased significantly by the major media.
Spotify has just announced the launch of its podcast advertising platform, Spotify Podcast Ads, with Streaming Ad Insertion (SAI) technology. SAI will enable the insertion of targeted advertising that is relevant and interactive for the user and with measurable results for the advertiser.
The success of the podcasts lies in the role that the user plays, he is the one who seeks what he wants to hear at the time he wants. Besides, it is another option for the media to attract subscribers, as some are already starting to launch subscription models with exclusive programming.
This type of format is also important in the fight against 'fake news', as it does not give rise to easily manipulated content such as tweets with an eye-catching image or even a Whatsapp message.
Telling stories in a traditional way
In a context where the infinite 'scroll' leads and where the informative data show in detail the actuality of a news item, it seems that the information demanding is giving value to those news items and articles whose context of the information is shown under a presentation, core and ending structure. In this way, users will fulfill the desire to be up-to-date on a topic and will not experience the feeling of having arrived at a news item in the middle of the story without knowing the background of what they are reading.
Technology as a fundamental basis
In such a changing sector, those who are capable of anticipating and adopting trends quickly and effectively will be the ones to see successful results. For this reason, more and more media are betting on including and updating work management tools: CRM systems, clipping monitoring tools, mapping systems of interest, portals that bring together the publications of greatest interest to editors, etc. Therefore, they become essential resources to speed up daily work and improve the company's ability to follow a strategy according its activity and objectives.
The use of good tools that allow you to optimise your work processes, reach a wider audience and get to know them better is a fundamental factor that has been making a difference in media results for some time now.