Emily Goligoski Discusses the Future of Media Consumption
Emily Goligoski, a prominent expert in audience engagement, has dedicated years to understanding how individuals consume information online and improving their user experience. With experience from major media outlets such as The New York Times, CNN, and The Guardian, as well as academic roles at Columbia University and New York University, Goligoski shared insights following her talk at the recent Mozilla Festival in Barcelona.
Concerns About Audience Homogenization
Q. Goligoski expresses concern over the “persistent homogenization” of audiences. What does this mean?
A. The media industry often fixates on metrics like visits and unique users. My concern lies in what gets overlooked in this data-driven approach. Many newsrooms debate whether reporters should be informed about the performance of their stories. Reducing everything to a single metric can be misleading and detrimental long-term.
The Impact on Media and Society
Q. Does this issue stem from the media, society, or both?
A. It originates from both. For independent media, it's crucial to understand who the audience is and what they need. Relying solely on quantitative data limits the scope and enriches the profession less.
Limitations of Single Indicators
Q. What alternatives exist for measuring success?
A. Using a single indicator to determine what was successful doesn't consider the broader context, such as competing stories or issues that vie for audience attention. Such a reductionist mindset stifles creativity and curiosity in content creation.
Growth of Subscription Models
Q. Subscription models are becoming more common. What do you observe?
A. There is indeed a growing prevalence of independent creators utilizing platforms like Substack to connect directly with their audiences. These journalists tend to have a clearer understanding of their readers' desires compared to larger media entities. However, many independent writers underutilize available survey tools to gather feedback from their audience.
Importance of Audience Feedback
Q. Why is audience feedback crucial?
A. Surveys are invaluable for collecting opinions and insights that can guide future content. Audiences generally appreciate being asked for their viewpoints, and this feedback can shape what topics are covered next.
Enhancing Audience Engagement
Q. Should media organizations improve the way they engage with their audiences?
A. We need more creativity in how we engage audiences. Moving beyond a one-way producer-subscriber model to foster a more collaborative exchange of knowledge is essential, although it is often challenging due to the current structure of newsrooms.
Innovation in Media
Q. Is the media too focused on itself?
A. I urge the media to investigate facets such as how article pages are designed. These pages have seen minimal innovation over the years. Exploring alternative communication forms—influenced by theater or platforms like TikTok—can unveil fresh approaches to storytelling.
Competing for Attention
Q. There's a trend of growing disinterest in news. What are your thoughts?
A. The competition for audience attention is immense, leading to information fatigue and generating a perception that news can be disheartening. This challenge is particularly noticeable during significant political events. In educational settings, I often find it necessary to impose rules on device usage due to distractions from social media.
The Role of Young Audiences
Q. How do younger individuals engage with news?
A. In my research, I find that platforms like TikTok and Instagram significantly influence news consumption among those under 25. However, since these channels are not owned by traditional media, the industry faces unpredictability and must navigate these shifts carefully.
Declining Trust in News
Q. Is there a decrease in readership?
A. Yes, data from sources like Reuters paint a bleak picture, which necessitates creative solutions within the industry.
Innovative Approaches to Audience Engagement
Q. What proactive measures can media take?
A. Engaging with readers can begin simply—such as writing letters to the editor or initiating projects that require audience collaboration, also known as crowdsourcing.
Transparency in Media Practices
Q. Why is transparency important?
A. Media organizations often have outdated marketing methods and shy away from discussing their processes. Being open about how stories are produced is more effective in fostering trust and can encourage audiences to support quality journalism.
