European media companies offer 3 lessons in newsroom transformation

By Amalie Nash

INMA

Denver, Colorado, United States

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In no particular order, I wanted to offer some interesting observations, lessons, and case studies from a week spent on the recent INMA Media Innovation Week study tour and conference.

“Liquid content”

At Yle, Finland’s public broadcaster, we were introduced to the concept of “liquid content” — that people watch audio, read video and listen to text. This resonated with me. You can watch a podcast being recorded on YouTube, read the transcript of a video instead of listening to it on an Instagram Reel, or push a button on a news Web site to have the story read to you. 

We’ve talked a lot in recent months about multimodal content and the need to present storytelling in different formats. Liquid content recognises that even within those formats, users may choose to consume the content differently. It also speaks to the need to ensure users can choose the experience that they prefer.

How do we do that?

  • When considering multimedia for a story, don’t simply decide to shoot video or record audio. Do both and offer users choices.

  • Make sure videos include transcription so people can choose to read them.

  • If you don’t have an audio option for text stories, consider getting one.

During a study tour stop as part of Media Innovation Week, executives at Yle explained the concept of "liquid contnet."
During a study tour stop as part of Media Innovation Week, executives at Yle explained the concept of "liquid contnet."

Get rid of the excuses

Newsroom transformation is about change management as much or more as it is about new technology and data. NTM in Sweden has transformed its regional brands through a disciplined process that produces results.

Note: Jens Pettersson, head of editorial development at NTM, will be talking more about their strategy in my master class this week!

In Helsinki, Nils Olauson, editorial director at NTM, offered five actions that made their local newsrooms truly digital only. Here they are, with my commentary:

  1. Be brutally honest. It’s important that newsrooms understand why they need to change. 

  2. Get rid of the excuses. I love this one. It’s so easy to remain stuck — we need to start with the mindset that we can do it and push past the obstacles.  

  3. Ensure the strategy is followed. For NTM, that’s fewer but better stories, seven prioritised topics and a focus on reaching 30- to 50-year-olds.

  4. Invest in competence. This can take many forms, from training to recruiting. I’ve written about how middle managers are the secret sauce to success.

  5. Walk the walk. This is crucial to ensure everyone is on the same page.

Nils Olauson, editorial director at NTM, described actions along the media company's digital transformation.
Nils Olauson, editorial director at NTM, described actions along the media company's digital transformation.

Engaging through newsletters

More and more media companies are turning to newsletters as tools for acquiring and retaining readers and subscribers — especially as traffic from search and social media shrinks. 

According to Max Holscher and Fabian Rosekeit of NWZ in Germany, newsletters have proven to be an effective engagement driver for paid subscribers. Among those who received a newsletter:

  • Engagement is five times higher.

  • They read three times more articles.

  • They return every second day (others are every third day).

  • The subscriptions are three times stickier.

Their advice:

  • Use newsletters as a first step to think in target groups and work cross-functionally.

  • Not every newsletter needs to be manually curated forever — automation maintains engagement with minimal drop-off.

  • Newsletters are not major subscription drivers but do enhance engagement, even for existing customers — a bridge to digital.

  • Marketing revenue grows slowly but steadily (low five figures).

  • Don’t do newsletters on top of everything else. Creating resources and assigning responsibilities help create structure.

  • Newsletters serve as a starting point for thematic worlds and product innovation.

Max Holscher and Fabian Rosekeit of NWZ in Germany explained the company's newsletter success.
Max Holscher and Fabian Rosekeit of NWZ in Germany explained the company's newsletter success.

Want to learn more about newsletters? That’s the topic of my next Webinar on Wednesday, October 9. “How to Use Newsletters Effectively to Grow Audience, Loyalty” features the Dallas Morning News and Torstar. Register now

If you’d like to subscribe to my bi-weekly newsletter, INMA members can do so here.

About Amalie Nash

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