Hello there,

I was discussing social media with a colleague recently (actually we were talking about if and how publishing journalistic pieces there was a good idea at all). 

The conclusion I came to was this: embrace the discomfort.

Yes, it’s frustrating that Big Tech platforms are so good at engaging younger audiences. Yes, it means journalists must invest time and money in maintaining a presence on platforms like YouTube, TikTok and Instagram, even though these efforts generate little to no direct revenue. And yes, this is a difficult pill to swallow, especially while the business case for their own online platforms faces mounting pressure.

But the question remains: has it ever really been any different? Newsrooms often like to imagine a clear divide between their work and commercial interests, but one cannot exist without the other - and they’ve always been intertwined. Moreover, there’s always the journalistic imperative of reaching a broad audience.

The upshot is that everyone is going to have to adapt to the rise of AI tools, the growing reliance on Google Discover for traffic, the use of newsletters, the creation of podcasts to reach loyal fans, and so on. 

In many ways, the discomfort lies in the rapidity and uncertainty of those changes - in adapting and moving forward without knowing exactly where it will lead. 

But the thing is, we know we can adapt. Because our industry has before. 

For a long time, there was similar resistance to data tools like those of smartocto. Thanks in part to our strategic and tactical use of user needs to foster stronger connections with audiences, editors are increasingly embracing editorial analytics tools like ours. Our advice for 2025: stay the course with us. Buckle up; it will be an exciting ride, but as you're all strapped in safely, you'll be fine.

5 media trends you shouldn't ignore in 2025

The webinar we announced is taking shape, with confirmed contributions from industry experts eager to share their insights.

So, we’re highlighting it again: this will be the ultimate kick-off to the new year for anyone keen to dive into the trends and challenges of the media sector.

Here’s what we’ll cover:

  • How can you identify brand-specific user needs? Dmitry Shishkin will explain.
  • How should you handle the growing influence of Google Discover? Natalia Zaba from the Google News Initiative will provide answers.
  • How can you continue to reach new audiences on social media in 2025? Lize Rensen, Team Manager Social and Video at Omroep Brabant, will share practical examples.
  • How do you create impactful newsletters and use them to maintain audience relationships? Expert to be announced.
  • How can AI tools strengthen your newsroom’s goals? Expert to be announced (and yes, you’ll definitely know them).
Sign up

The Polar Gazette: Missing Reindeer

Speaking of producing for social media… every year, in the run-up to Christmas, we try to launch a fun little advent project to show, with a festive twist, how editorial analytics can help achieve your goals.

This year, we’re offering a unique behind-the-scenes look at The Polar Gazette, where chaos erupts after Santa’s reindeer are reported missing. As the story unfolds, the newsroom does everything it can to keep The Story Life Cycle in check.

In the digital age, the Story Life Cycle is essential for any newsroom, regardless of the business model. It’s an umbrella term encompassing all the frameworks a newsroom uses to amplify content.

Curious about how it all works? Watch the videos and prepare to be amazed!

Watch the videos on YouTube

READING TIPS

Lynn Walsh:
“For too long, newsrooms have created content based on their own routines, preferences, and platforms, churning out long stories or endless updates without really thinking about what the audience wants, or can keep up with.” (link)

Shira T. Center:
“Journalists will continue to take matters into their own hands — or spreadsheets — either as entrepreneurs striking out on their own or innovators in established and legacy institutions.” (link)

Dmitry Shishkin:
“Audience engagement has been narrowly tackled by our industry for far too long, often treated as a side initiative rather than a central purpose of journalism.” (link)

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We’ve sent this newsletter out a little earlier than usual because it includes a bit of a Christmas greeting with the videos from The Polar Gazette. And of course, we also wanted to make sure you’re all aware of the upcoming webinar. With that, everything comes full circle.

Best of luck with your end-of-year lists and from all of us here at smartocto, all best New Year’s wishes to you and yours. We’ll be back with a new newsletter quicker than it takes for AI to come up with alternative headlines.

Until then,

Stefan ten Teije
Editor @ smartocto