I think as journalists, our number one priority should always be the newsworthiness of something. But of course, what good is something newsworthy if people don’t read, see or hear about it?
This is a critical dilemma challenging most if not all newsrooms. As journalism shifts into new forms, it is difficult to find the best way to reach our audiences. I do think some outlets are doing a good job of finding this balance.
Vice, is one example that I feel has been able to achieve this happy medium. They are producing newsworthy content, while reeling people in to find out more, and essentially “click” away. Their stories are usually very original and eye-catching, but also very informative. They pair these stories with great visuals, which I think is a huge element to get people to click on your stories. This generation of consumers seems to have very short attention spans, so the more sensory ways we can reach them, the better. The way Vice utilizes its social media accounts I feel is quite effective. They match their teases with photos that really capture what they are talking about. I never feel like they are just aggregating news, I feel like they take me right to the scene of whatever they are covering.
Buzzfeed is another site that I feel has truly mastered the art of getting clicks. Their stories spread like wild fire across social media and I think it’s because of the format in which they present the information. Listicals seem to be the key for this social-media-crazed demographic. I have to admit that I myself do enjoy listicals. They are very easy to understand, they don’t require brainpower and they get their points across. However, I do feel they are lacking in the newsworthiness element of this balance game. I think they are beginning to catch on to the idea of using listicals for more than just social fun. If people respond well to this format, I think journalists could greatly benefit from adopting a similar approach.
If I could have things my way, I would leave the marketing strategies to marketers and then have journalists focus on what matters most- researching, reporting and telling stories most accurately. But I understand the industry is struggling economically, so I guess its just another item to add to the laundry list of skills we are expected to know and do.