Top 10 INMA articles of 2019

By Dawn McMullan


Dallas, Texas, United States


The top most-read article of any year at INMA is the one announcing our Global Media Award winners. Always. Except, apparently, when the executive editor of The New York Times spends an hour with you at World Congress. So this year, Dean Baquet (and his stories of engaging with U.S. President Donald Trump) was the big winner.

Interestingly, the second most-read article was about print, for which we got a bit of Twitter trash talk hurled at us. We stand by our decision to keep up with print. It isn’t the mainstay of our content, but INMA members worldwide aren’t ready to let it go (and shouldn’t be).

Common themes that came up in our most-read articles: increasing audiences, increasing data to increase audiences, increasing trust to increase audiences, increasing the status of journalism to increase audiences, and increasing revenue (thanks to increased audiences) — all audience-focused and all pillars of the successes and challenges the industry that define the industry right now.

This year’s top 10 articles are:

1. Trump vs. New York Times: the executive editor’s perspective (by Newsplexer Projects).

2. Why print is the new digital (by Stuart Howie).

3. BBC is reinventing news stories based on audience testing (by Shelley Seale).

4. Schibsted reduces churn by helping readers visualise a subscription’s value proposition (by Siri Holstad Johannessen and Lene Marie Rian).

5. Dagens Nyheter shares 5 steps for successful digital transformation (by Martin Jönsson).

6. Price elasticity tests yield revenue opportunities for publishers (by Matthew Lulay and Matt Lindsay).

7. Wall Street Journal builds young audience with The Future of Everything Festival (by Wajma Mohseni).

8. New York Times Readerscope turns data into action (by Kendell Timmers).

9. How Tribune increased digital subscriptions fivefold in 3 years (by me).

10. How The Telegraph built a home page for engagement (by Shelley Seale).

I very much look forward to all the contributions and lessons ahead for 2020. Heads up: New York Times CEO Mark Thomson is doing a Webinar with us on January 15. I’ll be curious at this time next year how his numbers compare to Baquet’s. 

Enjoy the holidays everyone. Then let’s all get back to the business of journalism in the new year. 

About Dawn McMullan

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