In our last contribution, we posited that, while AI can support news publishers as they continue to transform their business models and editorial workflows in the digital age, AI alone cannot power a newsroom transformation.

That said, it cannot be denied AI is on the tip of the tongue in ongoing industry conversations. But another topic — also top of mind — was a key theme at INMA’s Media Innovation Week in Dublin this past September: authenticity.

Perhaps in a reaction to an increasingly artificial world, readers and publishers alike prize the importance of authenticity when it comes to the news and how stories are told.

Yes, AI can support in ways that do not detract from the human creative spirit, as an accelerator/efficiency gainer/productivity enhancer. But the human voice and the human spirit must remain paramount and retain agency in order for meaningful journalism to survive. And, it is in its most authentic form that it makes the greatest impact.

Drawing from discussions at recent INMA events, we want to highlight how news publishers can clarify and amplify their authenticity.

Brand identity

A key point is a news media house’s brand identity. We are witnessing a rise in the importance of authenticity as the landscape shifts, and this is putting pressure on media companies to strengthen their brand equity.

Why is this especially important? As both search traffic and ad revenue diminish for news companies in the digital space, authenticity and brand equity are more critical than ever to keep current users engaged and catch fly-by-users who may find the content resonant enough to stick around.

Indeed, by offering consistency and authenticity in branding, it creates a sense of equity shared by both the news publishers themselves and their readers: The news publisher has intentionally invested in the product they are sharing with the world. By virtue of this, readers’ trust in the brand increases, and they are more willing to pay to read the brand’s stories.

Signature journalism

So how do publishers turn up the dial on their authenticity in order to strengthen their brand equity? By developing their own “signature journalism” — a term coined by Mediahuis in its recent INMA Webinar on elevating content strategy and building loyalty.

This is achieved through hyper-differentiation and a focus on quality over quantity, which keeps readers loyal and engaged. This strategy presents a very particular mix of topics with certain emphases directly on the home page rather than being a directionless, unintentional catch-all of whatever stories are trending.

This mix can be developed according to designated user needs and reader-centric or regional interests. It also encompasses the defined tone of a journalistic voice (e.g. high-level vs. grounded, economically oriented vs. people pieces) the editorial teams have decided to share in line with the publisher’s brand identity.

Digital experiences

Another way to enhance brand equity and take an authentic approach to digital-first journalism is to provide premium digital experiences. These might include, for example, a digital edition offering a legacy product feel in a digital format or articles presented in audio format that are read by the reporter in the byline.

To find further brand reinforcement opportunities, teams can audit their product user experience. For example, if the user experience of a product is highly intuitive and visually pleasing, opportunities may lie in optics and interactivity.

The expanding journalist role

An additional way to increase the authenticity of a news publishing brand is to see journalists as brand ambassadors. People today, especially younger generations, are more likely to trust an individual over a brand.

Content-creator authenticity is competing with editorial authority. With this in mind, news media companies can encourage individual journalists to take notes from the content-creator culture and share their authentic voice with the backing of the brand.

And, by way of that, the news publisher gains readers’ trust via the individual journalists.

A long-term strategy

By creating a signature journalistic offering that feels authentic and intentional, news publishers can make their home page a familiar space where users love to return, like a home-like neighbourhood cafe serving a memorable selection of beverages and bites.

Building this trust in the long-term means continued meaningful audience engagement and community creation that will likely withstand any technological fluctuations or trends affecting home page traffic.

The call for authenticity in the world of news media is getting louder as the landscape shifts. By creating consistent branding, developing a signature style, offering premium experiences, and taking a cue from content creators, news publishers can enhance their authentic voice — not only to keep readers engaged and invested but also to preserve high-quality, human-oriented journalism in an increasingly artificial world.

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