As publishers try to build relationships with their readership, maximising opportunities to engage with them is key. Loyal readers read often, come back often and show a sustained pattern of usage.
So, ‘innovation’ can look different and varied, but at its core it’s about enriching experiences - to whatever news moment readers find themselves in.
Examples of innovative journalism
Clearly, examples are useful here, so let us oblige. It’s usual to think about content from a sections or topics point of view, but here we’ve picked out some great examples that represent the fluctuating time commitments users have over the course of a day.
Micro news moments
Micro moments - or ‘news moments’ - are a newish phenomenon. These are moments where we scroll to pass the few minutes while waiting for a train or a coffee or a Covid vaccination. They’re increasingly being leveraged by marketeers, but news organisations are wising up to this also: if you’re able to distract or divert your readers with your content, you’ve understood that readers have many needs when it comes to news.
The New Yorker has a really fun interactive ‘divert me’ article to celebrate the life and work of renowned cartoonist, Charles Barsotti. It’s only short, but it’s super fun. A perfect thing to occupy a few moments while waiting to do something else - and it also the option to share on social media, hopefully building engagement through complementary channels.
The quiz is like catnip for transient readers, and election time always seems to bring these formats to the fore. There’s nothing new about this one from the New York Times, but the presentation is different from the usual forms