newsletter Archives - News/Media Alliance https://www.newsmediaalliance.org/tag/newsletter/ Tue, 20 Jun 2023 15:21:26 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 Expanding the View https://www.newsmediaalliance.org/expanding-the-view/ Tue, 20 Jun 2023 16:00:31 +0000 https://www.newsmediaalliance.org/?p=12397 This month, I haven’t been able to stop thinking about one particular essay about the “creator economy.” To those of us working in “old media,” the idea of a single person, armed with a brain, a laptop, and the ability to distribute to the whole internet has long been positioned as “the future.”

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This monthly newsletter is focused on sharing cutting edge stories, trends, topics, and social media posts with unique perspectives and new ideas that have the potential to translate to opportunities for news and magazine publishers. Stories and posts we share might cover topics as wide-ranging as Web3, podcasts, startups and technology, online advertising, and more. Click the links below to access current and past editions. I hope you enjoy and please let me know what you’re seeing out there that you see as up and coming for the news industry. Drop me a line at rebecca@newsmediaalliance.org.

Rebecca Frank, VP, Research & Insights, News/Media Alliance
To receive ‘Expanding the View’ in your email inbox each month, click here to subscribe.

Current Issue:

June 2023 – This month, I haven’t been able to stop thinking about one particular essay about the “creator economy.” To those of us working in “old media,” the idea of a single person, armed with a brain, a laptop, and the ability to distribute to the whole internet has long been positioned as “the future.” But in this insightful piece, Renée DiResta examines how the conditions of our current era – technological and reader attention-based – have led so many individual creators to become what DiResta calls “propagandists.” The piece is worth reading for anyone who believes in the value of fact-based news, and also the business model that supports it. Keep reading.

Past Issues:

May 2023 

April 2023

March 2023

February 2023

January 2023

November 2022

October 2022

September 2022

August 2022

July 2022

June 2022

May 2022

April 2022

 

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News/Media Alliance Member Product and Program Overview https://www.newsmediaalliance.org/product-program-overview/ Wed, 08 Feb 2023 21:00:47 +0000 https://nmacopy.wpengine.com/?post_type=research_tools&p=3594 Overview of Alliance member products and programs, what they do and how to access them.

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Below is a quick-reference list of News/Media Alliance member products and programs, what they do and how to access them. Download a PDF of the Alliance Member Product and Program Overview one-pager here.

Newsmediaalliance.org and Alliance Social Media Channels

The Alliance website is a comprehensive repository of industry trends, data, and research that highlights news media strengths and positioning. Members have exclusive access to advertising support materials; reports and case studies on innovative strategies and success stories; thought leader webinars and other member-only events.

We also communicate timely industry news and updates, as well as information about new products and upcoming events and webinars, daily via our social media channels, including Facebook, Twitter, LinkedInYouTube and Instagram.

Public Policy

The News/Media Alliance diligently advocates on the pressing issues affecting today’s news media organizations, including monetization by the tech platforms, technology policy and advancements, postal rates, journalist protection and free press issues, and other important issues that matter most to you. As the media landscape becomes increasingly digital, it is critical that publishers find ways to monetize digital content and be fairly compensated for use of their digital content, including in search engines and for advertising sold against that content. The Alliance strongly supports legislation that would allow news publishers to collectively negotiate with the platforms for this purpose.

JCPA Resource Center: Your place for resources and the latest information on our efforts to pass the Journalism Competition & Preservation Act (JCPA) (H.R. 1735 and S. 673), a bipartisan bill that would allow news publishers to collectively negotiate with the tech platforms for fair compensation for use of their content. Resources found here include fact sheets, talking points, grassroots campaigns, our Change.org petition, our Google copyright White Paper, press releases and statements, lists of key supporters, news articles and editorials, survey research, print and digital ads, videos, and more. Visit www.JCPABill.com.

Policy Updates: A rolling update of the latest news and developments on the issues listed above that the Alliance is tracking and is engaged in activities on behalf of our members. Bookmark this page and check back regularly.

Platform News You Can Use: The News/Media Alliance sends regular updates to members on the latest developments with the major tech platforms on their work with news publishers and initiatives undertaken to highlight local news and quality journalism. You’ll find news on all the platforms and their new and ongoing projects in the Platform News You Can Use newsletter. Access the issue archive and subscribe here.

Postal Resources and Events: Through a partnership with the National Newspaper Association Foundation (NNAF), News/Media Alliance members enjoy free access to an online portal containing exclusive postal-related resources, events and materials. Materials found on the site include regular articles and updates on relevant postal issues and related regulatory affairs; postal education and training via the Max Heath Postal Institute TM; a Postal Hotline that provides consulting services; free registration to postal webinars and events; and more. Click here to access postal updates and to set up a login to the postal portal.

Podcast Series

News Take: Candid Conversations with Industry Leaders News Take is a series of podcast interviews with news and magazine professionals. Established leaders in the news media industry join News/Media Alliance Vice President, Research & Insights Rebecca Frank to offer their perspectives and insights on how news organizations are applying the latest industry trends.

Newsletters

Weekly Email Alerts: Get an alert when we publish new content! Simply sign up for the topic(s) that most interest you, such as Public Policy, Digital and the Blog, and we’ll send you an email alert when we publish new content on that topic. Sign up here.

Newsletters and Issue Alerts: We keep members informed on the latest news and innovative insights from and for the industry through our e-newsletters and alerts. Click below to opt in to receive updates on the topics that interest you.

 

Expanding the View: In this monthly newsletter, the Alliance shares stories about innovations and ideas from the last month that offer potential opportunities for publishers. Things like Web3, digital business models, and other tech topics with implications for the news industry will be covered. Click here to access the latest issue and subscribe to receive Expanding the View in your inbox.

Webinars and Events

Webinars: The Alliance offers regular educational webinars featuring in-house and external industry experts sharing tips and success stories for generating revenue, growing audience, and navigating relevant policy issues. Past webinars are archived and available to members on our website.

Mega-Conference: The News/Media Alliance is pleased to once again support the News Industry
Mega-Conference, an event where news publishers can come together to hear and share new trends and ideas, strategies and tactics for sustaining our industry and local journalism. To learn more about
Mega-Conference, click here.

Speaking Engagements: News/Media Alliance leadership frequently speak at well-respected and widely attended third-party industry and key vertical conferences. Upcoming events featuring our executives are listed here.

Member Tools & Programs

careerXchange gains you access to the industry’s top talent. Post news media industry job openings, search the listings and peruse resumes of potential candidates. Unlike the commercial job boards, our site is owned by the News/Media Alliance and was developed with industry employers in mind. Visit http://careerxchange.newsmediaalliance.org/ – member login required.

Hertz Member Discount: News/Media Alliance members can save up to 20% when they use the discount code CDP# 6308 for their Hertz car rental reservation. Members can also enjoy a first year, fee-waived membership to Hertz Gold Plus Rewards®.

Please contact membership@newsmediaalliance.org if you have any questions about Alliance member programs.

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Expanding the View – July 2022 https://www.newsmediaalliance.org/expanding-the-view-july-2022/ Thu, 28 Jul 2022 13:00:42 +0000 https://www.newsmediaalliance.org/?p=12826 News and magazine publishers have larger audiences than ever — but also need to create new products and distribution systems to drive a better future.  'Expanding the View' is designed to highlight interesting ideas and provoke some thinking.

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News publishers and magazines have become highly experimental and deeply innovative businesses. We have larger audiences than ever — but also need to create new products and distribution systems to drive a better future. This newsletter is designed to highlight interesting ideas and provoke some thinking. Send suggestions to david@newsmediaalliance.org.

To receive ‘Expanding the View’ in your email inbox each month, click here to subscribe.

What I’ve been reading this month:

For Creators, Community is the New Follower Count (The Washington Post)
Community apps for audiences of influencers and other creators may be the future of engagement with content.

Lewis Black Sues Pandora for $10 Million Over Copyright Infringement (The Verge)
As Spotify continues to grow, comedians continue to sue for copyright infringement.

Why Republicans Stopped Talking to the Press (New York Magazine)
“Sitting down with the mainstream press has come to be seen by Republican primary voters as consorting with the enemy, and approval by the enemy is the political kiss of death.” – As we move deeper into 2022 election season, a shift in Republican strategy.

Opinion: I Stopped Reading the News. Is the Problem Me — or the Product? (The Washington Post) – A take on news avoidance, from deep within the news industry.

10 Key Takeaways for News Subscription Managers from the 2022 Digital News Report (What’s New in Publishing) – An overview of some innovative findings from the 2022 Reuters Institute report.

Meet the Lobbyist Next Door (WIRED)
Is your favorite influencer actually a lobbyist?

How Software Is Stifling Competition and Slowing Innovation (The New York Times)
“There is an advantage to software that economists haven’t really reckoned with yet. Software isn’t accelerating creative destruction today. Software is suppressing it.”

Leaked Videos Show Disney Is the Biggest Ad Tech Giant You’ve Never Heard Of (VICE)
Might the future of ads and media look a lot like the past?

Web3/Blockchain:

As more and more groundbreaking discussions about Web3 and blockchain are taking place every day, I’m dedicating a section of this newsletter to the topic and will highlight the most interesting ones each month.

Hype is a Weaponized Form of Optimism (Nieman Lab)
A contrarian take on emerging technologies.

Developer Turns ‘Future of Gaming’ Talk into a Surprise Attack on Convention’s NFT and Blockchain Sponsors (PC Gamer)
How one developer fought back against the domination of the gaming industry by crypto.

Podcasts:

The Mid-Century Media Theorists Who Saw What Was Coming  (The Ezra Klein Show)

Notable in the Twitter-verse:

Check out these accounts for more on these and other emerging topics:

Gregg Fernandes: @GreggFernandes
Steve Lohr: @SteveLohr
Amanda Ripley: @amandaripley
Ben Wofford: @BenWoffordDC
Taylor Lorenz: @TaylorLorenz

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Expanding the View – June 2022 https://www.newsmediaalliance.org/expanding-the-view-june-2022/ Wed, 29 Jun 2022 12:00:12 +0000 https://www.newsmediaalliance.org/?p=12679 News publishers and magazines have larger audiences than ever — but also need to create new products and distribution systems to drive a better future.  'Expanding the View' is designed to highlight interesting ideas and provoke some thinking.

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News publishers and magazines have become highly experimental and deeply innovative businesses. We have larger audiences than ever — but also need to create new products and distribution systems to drive a better future. This newsletter is designed to highlight interesting ideas and provoke some thinking. Send suggestions to david@newsmediaalliance.org.

To receive ‘Expanding the View’ in your email inbox each month, click here to subscribe.

What I’ve been reading this month:

The Biggest Change in Media Since Cable Is Happening Right Now (Politico)
Following the demise of CNN+, many predicted an end to streaming digital news platforms. But Politico’s Jack Shafer sees another story. 

An Inflection Point Year for TV Viewing as Cord-Cutters Dominate (CivicScience)
Research firm CivicScience breaks down the trends related to cable “cord cutting” and digital streaming, and makes some predictions for the future.

Google Agrees to Pay for Beefed-Up Wikipedia Service (Courthouse News Service)
While Google is involved in international negotiations regarding paying for news, it has recently agreed to pay the Wikimedia Foundation for access to Wikipedia articles.

Journalism Has Suddenly Taken Off on TikTok: What Publishers Need to Know (Press Gazette)
With the rise of TikTok as a social media platform and cultural juggernaut, some news brands are breaking through to global audiences of the app’s younger users.

Popular Science Owner Recurrent Ventures Raises $300 Million in Blackstone-Led Round (The Wall Street Journal)
A bet on media.

Facebook’s Current State of Decomposition (Garbage Day)
Deep diving into the most recent Facebook Widely Viewed Content report and what it can tell us about the current state of the company and its prospects.

Web3/Blockchain:

I’ve been thinking a lot about crypto and Web3 – and there have been a lot of diverse opinions this month:

The Pivot to Web3 Is Going to Get People Hurt (VICE)
Looking into who stands to benefit from the Web3 “revolution.”

Cautionary Tales from Cryptoland (Harvard Business Review)
Part of HBR’s extensive series on Web3, blockchain and crypto, looking at some of the riskier elements.

Paradise at the Crypto Arcade: Inside the Web3 Revolution (WIRED )
A journalist went to a crypto conference to understand the mindset and found himself starting his own DAO.

In Defense of Crypto(currency) (A Few Thoughts on Cryptographic Engineering)
A cryptographer’s deep dive into the fundamentals that underlie cryptocurrency, while acknowledging many of the field’s flaws.

Notable in the Twitter-verse:

Check out these accounts for more on these and other emerging topics:

Cecilia Kang: @ceciliakang
Catherine Perloff: @catherineperlo1
Feli Carrique: @felicarrique
News Product Alliance: @newsproduct
Today in News Tech: @TodayinNewsTech

From @acfou:

From @ScottBrodbeck:

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Expanding the View – May 2022 https://www.newsmediaalliance.org/expanding-the-view-may-2022/ Thu, 26 May 2022 12:00:27 +0000 https://www.newsmediaalliance.org/?p=12493 Expanding the View is a monthly list of stories I've read in the last month to get you thinking. Examples of topics you'll find here include things on Web3, digital business models and other topics that have the potential to intersect with news publishing.

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This is my monthly reading list of stories about emerging business trends that I thought were interesting and are designed to make you think. I hope you enjoy – and if you see any up-and-coming trends for the news industry that you’d like to share, drop me a line at david@newsmediaalliance.org.

To receive ‘Expanding the View’ in your email inbox each month, click here to subscribe.

What I’ve been reading this month:

How the Pandemic Made Algorithms Go Haywire (Slate)
Algorithms have entered every market, industry and sector. This story looks at what happened when healthcare got involved.

Forget Personalisation, It’s Impossible and It Doesn’t Work (MarketingWeek)
For years, personalized marketing has been seen as the holy grail of the field. Should it be?

What Problem Blockchains Actually Solve (The Solution Space)
If recent news about cryptocurrency has you scrambling to find more about the fundamentals, this is a great place to start.

Publishers’ Secondary Market Strategy: What Happens When the Monetary Appeal of NFTs Isn’t Enough?  (Digiday)
For anyone considering using NFTs to raise money, the key question is “then what?”

The 4 Hurdles Micropayment Platforms Can’t Overcome (Simon Owens’s Media Newsletter)
Micropayments have been promised as a solution to the news industry’s woes for years. Why haven’t the promises panned out?

Notable in the Twitter-verse:

Check out these accounts for more on these and other emerging topics:

Alex Kantrowitz: @Kantrowitz
Keach Hagey: @keachhagey
Will Oremus: @WillOremus
Tech Policy Press: @techpolicypress
Julien Genestoux: @julien51

From @AKGrenier:

From @JorgeStolfi:

From @michaelbeach:

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Expanding the View – April 2022 https://www.newsmediaalliance.org/expanding-the-view-april-2022/ Tue, 26 Apr 2022 16:30:26 +0000 https://www.newsmediaalliance.org/?p=12495 Expanding the View is a monthly list of stories I've read in the last month to get you thinking. Examples of topics you'll find here include things on Web3, digital business models and other topics that have the potential to intersect with news publishing.

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I’m here with a new monthly reading list of stories about emerging business trends that I thought were interesting and are designed to make you think. I hope you enjoy and please let me know what you’re seeing out there that you see as up and coming for the news industry. Drop me a line at david@newsmediaalliance.org.

To receive ‘Expanding the View’ in your email inbox each month, click here to subscribe.

What I’ve been reading this month:

Six Months In, El Salvador’s Bitcoin Gamble is Crumbling (Rest of World)
A deep dive on how the country’s bold crypto experiment is faring.

Web3 and the Trap of ‘For Good’(Stanford Social Innovation Review)
Confused by the big claims around Web3? Here’s a deep dive into how proponents may be wrong that Web3 will change the world.

What Google Search Isn’t Showing You (The New Yorker)
After years as the dominant search engine, is Google still the best tool out there?

Fake News about our Fake News Study Spread Faster than its Truth… Just as We Predicted. (Sinan Aral)
A study about Fake News got the Fake News treatment. You won’t believe what happened next!

Into the Military Metaverse: An Empty Buzzword or a Virtual Resource for the Pentagon? (Breaking Defense)
As industries everywhere consider their dive into the metaverse, a look at how the Department of Defense is thinking about this transition.

President Obama Delivers Speech on Disinformation’s Threat to Democracy (Barack Obama)
President Barack Obama’s Stanford speech on disinformation dives deep into how evolving social and traditional media have led us to this moment.

Chris Dixon Thinks Web3 is the Future of the Internet – Is it? (The Verge)
A long interview with famed tech investor Chris Dixon on the future of web3, crypto, and the state of VC.

Notable in the Twitter-verse:

Check out these accounts for more on these and other emerging topics:

Alan Graham: @agraham999
Aram Zucker-Scharff: @Chronotope
web3 is going just great: @web3isgreat
Big Technology: @BigTechnology
Robin Berjon: @robinberjon

From @jasonkilar:

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News Take Episode 104: Encouraging and Sustaining Diversity in News Media https://www.newsmediaalliance.org/news-take-episode-104-encouraging-and-sustaining-diversity-in-news-media/ https://www.newsmediaalliance.org/news-take-episode-104-encouraging-and-sustaining-diversity-in-news-media/#respond Tue, 12 Apr 2022 13:00:45 +0000 https://www.newsmediaalliance.org/?p=12353 On this episode of News Take, News Media Alliance President & CEO David Chavern and Kalita have a heartfelt discussion about her journey from being a busy CNN Digital executive to starting her own newsletter and media company, URL  Media, in Jackson Heights, New York City amidst a pandemic and racial justice movement.

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Guest: Mitra Kalita, co-founder and CEO, URL Media

“From a mission perspective, we did not want Black and Brown audiences to be only charitable endeavors. We see our people as a very important, vital, necessary market.” – Mitra Kalita, URL Media

You know you were meant to be a journalist when, as a pre-teen, you created a newspaper to protest your parents’ decision to move your family from Puerto Rico to New Jersey! That is exactly how Mitra Kalita, co-founder and CEO of URL Media, got her start in journalism.

On this episode of News Take, News Media Alliance President & CEO David Chavern and Kalita have a heartfelt discussion about her journey from being a busy CNN Digital executive to starting her own newsletter, Epicenter-NYC, and media company, URL  Media, in Jackson Heights, New York City amidst a pandemic and racial justice movement. During this light-hearted and honest talk, Kalita shares how she and her business partner were able to achieve instant scale, launching the URL Media network with seven million users, and how they’ve embraced a for-profit business model at a time when many similar groups were launching as nonprofits. In addition, she shares advice for improving diversity in content as well as in the newsroom, including ensuring changes to improve DE&I are lasting and become a part of the organization culture.

Listen or download the audio file to listen offline:

Don’t forget to subscribe to the News Take podcast by clicking “Follow” and selecting your preferred podcasting platform, or click on your preferred platform: Spotify, Apple, Google.

 

Watch with video:

Download closed captioning transcript

Speaker bio

Mitra Kalita is a veteran journalist, media executive, commentator and author of two books. She is the co-founder/ CEO of URL Media, a network of Black and Brown community news outlets that share content and revenue. URL Media works with mainstream newsrooms to syndicate content and partner on diversity initiatives in content, staffing and culture. She is co-founder and publisher of Epicenter-NYC, a newsletter designed to help New Yorkers get through the Covid-19 pandemic, as well as the newsletters The Unmuted and The Escape Home.

Previously, Mitra was Senior Vice President at CNN Digital, overseeing the national news, breaking news, programming, opinion and features teams. She also worked in leadership roles at the Los Angeles Times and Quartz. She sits on a number of journalism industry boards, most notably, the board of the News Media Alliance.

Related links

URL Media

Epicenter-NYC

 

Watch the next episode: Protecting Journalists Reporting on Russia’s War in Ukraine 

Watch the previous episode: Leveraging Products to Connect with Your Audience 

View all episodes

Send us your suggestions

Send your suggestions for future News Take guests to Alliance VP, Research & Insights Rebecca Frank at rebecca@newsmediaalliance.org.

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News Take Episode 103: Leveraging Products to Connect with Your Audience https://www.newsmediaalliance.org/news-take-episode-103-leveraging-products-to-connect-with-your-audience/ https://www.newsmediaalliance.org/news-take-episode-103-leveraging-products-to-connect-with-your-audience/#respond Tue, 08 Mar 2022 14:00:04 +0000 https://www.newsmediaalliance.org/?p=12282 On this episode of News Take, Alliance President & CEO David Chavern sits down with Kim Bui, Director of Product and Audience Innovation at the Arizona Republic/AZCentral.com, about how to leverage the latest trends in digital products to connect with your audience and be useful to them, while at the same time building trust and emphasizing community-centered journalism.

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Guest: Kim Bui, Director of Product & Audience Innovation, Arizona Republic

“The product side is a personal interest of mine in that it really is the ‘how’ – I love looking at how we can tell better stories, how we can integrate better with our audience’s lives, listen to them, become more useful, and really get away from the pedestal style journalism that has ended up with us not being trusted by a majority of people.” – Kim Bui, Arizona Republic

What comes first, the product or the user? How do we close the gap between the addressable market and market penetration? What are ways to use newsletters and text notifications to get personal with readers? How can we position ourselves now with younger readers and Gen Z readers as a useful news source? What are the “winners” in the news product space doing that we are not?

On this episode of News Take, News Media Alliance President & CEO David Chavern chatted with Kim Bui, Director of Product and Audience Innovation at the Arizona Republic/AZCentral.com, about how to leverage the latest trends in digital products to connect with your audience and be useful to them, while at the same time building trust and emphasizing community-centered journalism. The conversation flows into a discussion of the evolving workplace and how Kim’s columns, “Sincerely, Leaders of Color” and “The Middles” reflect the importance of improving diversity in news media and providing education to those emerging leaders who are navigating unfamiliar management and leadership roles.

Listen now or download the audio file to listen offline:

Don’t forget to subscribe to the News Take podcast by clicking “Follow” and selecting your preferred podcasting platform, or click on your preferred platform: Spotify, Apple, Google.

 

Watch with video:

Download transcript

Speaker bio

Kim Bui is the director of product and audience innovation at the Arizona Republic. She’s focused her career on leading real-time news initiatives and creating new storytelling forms for digital, print and broadcast companies catering to local, national and global audiences. Prior, she was editor-at-large for NowThis News, focusing on original, social reporting and breaking news. She was also deputy managing editor for reported.ly, a digital media startup specializing in social journalism. She’s been a speaker, trainer and teacher on digital and social journalism at universities, conferences and gatherings worldwide. She writes a syndicated newsletter for emerging leaders and managers, The Middles.

Related reading

Sincerely, Leaders of Color

The Middles

The Key to Gen Z: Insights and Ideas to Build Lasting Relationships

 

Watch the next episode: Encouraging and Sustaining Diversity in News Media

Watch the previous episode: Tech Trends: What Publishers Need to Know

View all episodes

 

Send us your suggestions

Send your suggestions for future News Take guests to Alliance VP, Research & Insights Rebecca Frank at rebecca@newsmediaalliance.org.

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Sign Up for Email Updates https://www.newsmediaalliance.org/sign-up-for-email-updates/ https://www.newsmediaalliance.org/sign-up-for-email-updates/#respond Fri, 25 Jun 2021 19:16:45 +0000 https://www.newsmediaalliance.org/?p=11719 Get our regular email updates! Stay in the know: Sign up here and we’ll email you when we publish new content.

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Apple’s Latest Privacy Announcement Will Impact a Key Tool in News Publishers’ Audience Engagement Toolbox: Email Newsletters https://www.newsmediaalliance.org/apples-latest-privacy-announcement-will-impact-a-key-tool-in-news-publishers-audience-engagement-toolbox-email-newsletters/ https://www.newsmediaalliance.org/apples-latest-privacy-announcement-will-impact-a-key-tool-in-news-publishers-audience-engagement-toolbox-email-newsletters/#respond Mon, 14 Jun 2021 13:00:48 +0000 https://www.newsmediaalliance.org/?p=11692 The June 2021 Worldwide Developers Conference (WWDC) keynote speech, which introduced the company’s iOS 15, featured "one more thing" that should have many news organizations paying attention.

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Steve Jobs was famous for announcing “one more thing” toward the end of his Apple product announcements. Typically, that “one more thing” was a new device that would reshape consumers’ expectations of what technology could do for them. (Sometimes that one thing was a price point – how much would the future cost?) In more recent years, the tone of Apple’s presentations has shifted, as the company’s focus has moved away from new devices to services and features designed to keep users happy. But the June 2021 Worldwide Developers Conference (WWDC) keynote speech, which introduced the company’s iOS 15, did feature one more thing that should have many news organizations paying attention.

The iOS announcement highlighted how the upcoming operating system can integrate into users’ lives in a post-pandemic world and continued Apple’s theme of supporting user privacy. As SVP of engineering Craig Federighi said, “We don’t think you should have to make a tradeoff between great features and privacy. We believe you deserve both.” Much of the pre-announcement conversation focused on App Transparency Tracking (ATT), which provides individual users with the ability to opt out of having their app behavior tracked and shared with advertisers. The feature is seen as a particular challenge to Facebook, which earns the bulk of its massive revenues from advertising (due to its ability to provide advertisers with valuable metrics about app behavior). Following its release in February, one study found that “U.S. users choose to opt out of tracking 96 percent of the time” when prompted. Many news organizations, rightly concerned about Facebook’s power in the advertising market, saw ATT as an attack on the platforms’ dominance. The hope was that advertisers would shift budgets away from Facebook (and to channels that used their own first-party data, such as news publications and apps) once it lost some power to target and track users.

However, the iOS 15 announcement featured “one more thing” that has some in the news industry concerned: an update called Mail Privacy Protection. As CNN described, “The email app on Apple devices will now hide users’ IP addresses and their location, so companies sending emails can’t link that information to users’ other online activity. Additionally, senders can’t see if or when users open their email.” Specifically, Mail Privacy Protection will not allow email senders to track the pixel that is used to determine open rates. Email senders – including news organizations – will lose the powerful engagement metrics on how many of their promotions, offers, and importantly, newsletters, are being opened.

In his analysis of the announcement, Nieman Lab’s Joshua Benton points out this change is substantial – “This is Apple Mail, the dominant platform for email in the U.S. and elsewhere. According to the most recent market-share numbers from Litmus, for May 2021, 93.5% of all email opens on mobile come in Apple Mail on iPhones or iPads. On desktop, Apple Mail on Mac in responsible for 58.4% of all email opens.” Benton’s piece reviews the ongoing conversation about the changes and points out, “Open rates will now officially be useless,” and that small publishers, especially individual newsletters, have the most to lose. In a tweet, Matt Taylor of the Financial Times points out that the change will “hurt small pubs the most,” and that “for those with no audience it might stop them from ever succeeding.”

Platformer writer Casey Newton – who rounded up multiple tech and news industry responses to the announcement – agreed with Benton’s conclusion that without the ability to track email opens, publishers will “adjust, somehow.” In Newton’s newsletter, he shared that he wasn’t “sure that people doing email-based journalism have all that much to worry about from the shift.” He cites independent newsletter publisher Alex Kantrowitz, whose ad-supported newsletter “was sold out for the first half of the year, thanks to a premium audience he identified not by pixel-based tracking but by a good old-fashioned reader survey.” As Renee Cassard, chief research officer at the media conglomerate Omnicom pointed out to Digiday, “The marketplace has sort of realized that there are limits to behavioral data.” Beyond straightforward behavior tracking, publishers can leverage research and data-generation tools to understand not only what their readers have done, but who they are and what they want. This data would be of high value for internal product development as well as advertiser needs.

Kantrowitz’s perspective may be the most helpful for news publishers that send newsletters and are concerned about the changes. But as with any alternative, it is not practical to view it as a magic bullet solution to preserving long-term relationships – in fact, a simple open rate calculation was never an indication of that, either. It has just been the key metric by which advertisers value newsletter placements (until now). The point is that there are many ways to build relationships with readers, and as the industry shifts toward a more consumer-needs driven model, newsletters should be seen as tools for promoting engagement and building habitual, loyal, paying readers; not viewed solely for their potential to attract advertisers. Eventually, there will be a new “open rate.” But as these indicators evolve, continuing to meet readers where they are and provide high-value products will best position your organization for success.

The post Apple’s Latest Privacy Announcement Will Impact a Key Tool in News Publishers’ Audience Engagement Toolbox: Email Newsletters appeared first on News/Media Alliance.

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