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@EstherKeziaT looks at the product journey of a news start-up looking to engage young people PLUS @adders outlines how publishes should prepare for Google's next major search update

@EstherKeziaT looks at the product journey of a news start-up looking to engage young people PLUS @adders outlines how publishes should prepare for Google's next major search update
An eclectic mix of things today including a couple pieces about media product thinking but also some items that might take a bit of lateral thinking to connect them to our typical journalism-focused fare. What’s New in Publishing continues to deliver some great pieces including a list of metrics if your model is focused on engagement.

Meet the social-first news start-up aiming to re-engage younger people | What’s New in Publishing | Digital Publishing News
I really like the product journey here. It began as a way for the founders to solve their own problem - a feeling of being overwhelmed by the news a couple of years. They continued to iterate and have settled into a slide format on Instagram, where all of their friends are, and also a newsletter. Despite repeated commentary about the death of email, newsletters continue to be an important way to connect with audiences, even if the space is getting a lot more crowded.
Hang with me on this one. It’s interesting to see musicians flock to Substack, and it makes a lot of sense. Modern creative work - and some journalism is creative work, but not all (discuss) - is about building an engaged audience, and for folks working in a niche, it can really be about cultivating those 1000 true, paying fines. Of course, the thing that stood out for me was how many of these musicians were pretty famous. I think the nuance in all of these discussions is to make a distinction between enabling discovery, helping you connect with new fans and subscribers if you’re relatively unknown, versus an additional revenue stream for an established artist (or journalist) who already has a fanbase. Those are two very different activities.
Interesting to see this partner content from the Financial Times about digital advertising in a post-cookie world.
"Catering to your most engaged readers is worth the investment": How publishers are doubling down on engagement | What’s New in Publishing | Digital Publishing News
As subscriber strategies have become more sophisticated, many companies have shifted from hard paywalls to a registration ‘wall’ that allows users to get some content for free before having to pay. The thought is that a known user brings value and that once registered, it is easier for convert that user to becoming a paid subscriber. Subscription services provider Poool puts a number on this propensity to subscribe saying that registered users are 200% more likely to subscribe than anonymous users.
Google’s helpful content update: what you need to know · One Man & His Blog
My friend Adam Tinworth looks at Google’s next major search algorithm update and how publishers should prepare.
How digital news publishers will compete for political ad dollars in this year’s U.S. midterm elections
It is almost unimaginable how much money flows to advertisers during US elections. It is one of the reasons why there is so much M&A activity in the local TV market because local TV rakes in shedloads of cash. Digiday looks at how digital news publishers are competing to get a slice of that pie.
Four reasons the shift to hybrid working is set to stay for young professionals | Media news
A good piece from my friends at about how to adapt to the permanent features of hybrid working.
It is amazing how many people, especially young people, listen to podcasts on YouTube. And YouTube’s recommendation systems and search-based discovery mean that your podcast can be very evergreen.
'USA Today' Joins With The Weather Channel, Tripadvisor To Offer Subscription Bundles 08/22/2022
The bundled subscription seems very 2022, and it’s interesting to see different outlets start to create bundles. Is this the digital version of ala carte streaming packages?
Local News Would Get Help Against Big Tech in Revamped Bill (1) | Bloomberg Government
The US may join the list of countries in which national legislators look to support local news.
There is a yawning gap between the current state of the art and the vision of the future. Yes, we all know what amazing future we want. But is Zuck making his current offering look worse by showing us things so much more advanced than what he is bringing to market now? And for the price, heading into the teeth of a what for a lot of people will be a brutal recession, is this going to be incredibly niche?
Quantitative vs qualitative data: what is the difference and when should you use one instead of the other
And this is for the product thinkers (and master’s students like me). I really came to appreciate the richness, opportunities and limitations of qualitative data during my master’s degree. It’s so important to have a mix of both. It will deliver a better product, and qualitative data can keep you close to your users, which is critical.
Did you enjoy this issue?
Kevin Anderson, Consulting Services Director, Kaldor/Pugpig.

Digital transformation and product development with a media focus.

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