'Audience-centricity' is not just an empty slogan, but the driving force behind the success of modern journalism

(CLO) Based on research from prestigious journalism organizations around the world , content personalization and 'focused articles' are proven to be the keys to success. The newsroom that grasps this will lead.

'Focused Writing': Proven Effective

In the context of information explosion, understanding and meeting readers' needs has become a vital factor for newspaper offices. A recent study by smartocto has demonstrated the effectiveness of focusing on 'user needs'.

The study, which analyzed more than 16,000 articles from Ringier Media International, defined 'focused articles' as those that were 60% or more about one of four key user need drivers: event, context, emotion, or action. The results showed that focused articles performed significantly better, as demonstrated by page depth and reader loyalty.

“This research shows that no matter how you look at it, no matter what metrics, no matter what user needs, you’re better off publishing focused articles,” says Rutger Verhoeven, CMO at smartocto.

Journalism is transforming with 'focused articles' and content personalization strategies.

The key point is that the consumer needs framework in journalism is not just about reporting the news, but about reporting it from a perspective that is relevant to that need. This approach has clear benefits, as Dmitry Shishkin, CEO of Ringier Media International, notes: “Audience-centricity is not just an empty slogan, it is the driving force behind the development of modern journalism. Purposeful coverage, relevance, differentiation and a clear impact on people’s lives are the pillars of a thriving media organization.”

According to research, page depth, i.e. the number of additional pages opened after the first page, increased significantly for articles that focused on user needs. This shows that when content is structured in a targeted and tightly linked way, readers are more likely to explore related information in more depth.

Master Vu The Cuong, lecturer at the Academy of Journalism and Communication, analyzed: "Focusing on user needs helps create a clear 'invitation' for readers to 'string' stories together. For example, an article about California wildfires can lead readers to pages that explain the science behind the phenomenon, information about leading researchers, or instructions on how to find help. When the 'signposts' are clear, readers will find it easier to navigate and explore content in a more interesting way."

The study also found that focused articles had higher recirculation rates, suggesting that satisfied readers were more likely to return for more content. “Recirculation is a key indicator of reader engagement,” Vu The Cuong emphasized. “This demonstrates that creating outstanding content that meets user needs is the best way to build a loyal audience.”

According to Master Vu The Cuong, capturing and personalizing user experiences is becoming an inevitable trend. Newspapers need to take advantage of data analysis tools to understand readers' behavior and preferences, thereby providing appropriate content. "Online survey tools, combined with data analysis from platforms such as Google Analytics, help us track the number of visits, page depth, reading time, and readers' scrolling behavior," Master Cuong shared. "Major newspapers in the world such as the New York Times or the Washington Post have been very successful in this."

The economic model of journalism is also shifting dramatically. Subscriptions and email newsletters are being adopted by many newsrooms to build a loyal readership. "Using AI to analyze in-depth data helps us personalize content and send readers information that they are truly interested in," said Mr. Cuong.

The balance between efficiency and ethics

In the increasingly competitive journalism economy, personalizing content is not only an effective editorial strategy, but also a smart business practice. Master Vu The Cuong emphasized that: "Only when readers trust the quality and transparency of information, they are willing to pay to read the newspaper . This shows that building trust and reliability from readers is a key factor in creating a sustainable journalism economic model."

MSc. Vu The Cuong, lecturer at the Academy of Journalism and Communication.

Personalizing content increases reader engagement and interaction, creating a loyal reader community. By understanding their audience, publishers can offer tailored services and products, such as in-depth content subscriptions, targeted advertising, or online events and courses. This helps diversify revenue streams and reduce reliance on traditional advertising.

However, personalizing content also poses the challenge of "filter bubbles". "Algorithms can unintentionally create information 'bubbles', causing readers to only access content that suits their interests, thereby limiting diversity in perception," warned Dr. Cuong. "To overcome this, newsrooms need to use more diverse information recommendation tools to expand readers' reach."

In addition, Mr. Vu The Cuong emphasized that the use of technology and AI must go hand in hand with professional ethics. Newsrooms need to adhere to the principles of transparency in data collection and use, commit to protecting readers' personal information, and use measurement tools to optimize user experience responsibly.

“Simply put, user needs matter. Prioritizing reader needs isn’t just good journalism; it’s smart business. It’s the key to unlocking engagement, driving repeats, and building a loyal audience,” said Dmitry Shishkin, CEO of Ringier Media International.

Hoang Anh

Source: https://www.congluan.vn/lay-khan-gia-lam-trung-tam-la-dong-luc-cho-su-phat-trien-cua-bao-chi-hien-dai-post337011.html