‘What Problem Are You Trying to Solve?’ The Importance of Surveys, Job Titles and Pushing the Hot Buttons

by Media

“We think about strategy,” said Jen Hajigeorgiou, who oversees content development and management for the National Association of Realtors publications, during a session on podcasts at our recent AMPLIFY summit. “What are you doing with [that podcast]? What problem are you trying to solve? I try to address every new product we’re launching with a clear understanding of what it is we’re trying to do and why.”

Hajigeorgiou has just one good job title of the many who were at AMPLIFY. Others included: deputy executive director, strategic initiatives; podcast producer; marketing and brand manager; senior vice president for content strategy and development; client engagement director; and digital marketing and engagement manager.

Job titles can be important in a few ways. When the topic of first-party data came up in her AMPLIFY Main Stage talk, Sondra Hadden, senior director of audience growth marketing for Industry Dive, said: “We want to know about job title,” giving an example of a group that uses WhatsApp for messaging. “What do our ads look like [for them]? Do we need to speak to [that group] differently because that’s where they spend their time?”

For Industry Dive, having the right audience—with the right job titles—means everything. It reminded me of a story that Elizabeth Petersen of Simplify Compliance told a few years back, when they launched the National Association of Healthcare Revenue Integrity (NAHRI).

“We were looking at registrations for events, and one of my product people noticed, ‘There’s a new title popping up and we had never seen this title before’—it was revenue integrity specialist,” said Petersen. “We started picking up the phone and calling customers, [asking], ‘What does that mean?'”

“I don’t really know,” came the answer. “I’m isolated. I’ve been given this title. There’s nobody else who does this in my organization.”

“So we sent out a survey,” Petersen said. “‘Are there revenue integrity specialists at your organization?’ We started doing focus groups and shadowing, and after a year we said these guys need an association. Getting folks to truly opt into something these days is very difficult. The first month that we offered a free resource, 2500 signed up for an e-newsletter. And in the first month and a half we had 400 people signed up for an association that didn’t exist. It would not have come about… without talking to people.”

Okay, Instagram Threads it isn’t. But NAHRI just completed its sixth annual Revenue Integrity Week and remains a very successful group. (More on the idea of having a special week for your niche next week.)

Surveying and strategizing.

There was another key word in Petersen’s story: survey. “There’s more data than ever out there on your audience,” said Davide Savenije, editor in chief of Industry Dive, who presented with Hadden. “How do your readers really feel about your publication? There’s no perfect picture from the data. It’s a little fallacy that the data tells us everything. Be disciplined in what you measure. Reader surveys help us fill in those blind spots.”

Another thing a survey can accomplish is to give you hot-button topics. For the National Association of Realtors, a podcast helped to do that.

“At the base of our strategy is finding impactful and engaging content,” said NAR’s Hajigeorgiou. “What was missing was we didn’t have a podcast. So we identified the need, fast tracked it forward, connected with a vendor to help us make that happen quickly—and in 2022 we created Drive with NAR. It’s been very successful with 3,000 listeners on average and expanding. One episode drew 12,000 listeners—it concerned the safety of Realtors, focusing on two women being stalked. This year they’ll do a 12-part series on safety.

“During that [strategy-developing] time is when you’re going to be talking what are the expectations of this [product],” Hajigeorgiou added. “[In this case,] what does the organization want from this podcast?”

And what if that hot-button topic—like safety—is a little too hot, it was asked at a later session? “It’s important for us to strike a balance,” said Laetitia Clayton of the National Association of Social Workers. “When leadership isn’t behind us, [we have to tell them] that it’s really important that we talk about this topic. If we don’t, it looks bad. We have a great membership team that helps us craft responses.”

“You want to be on the right side of this,” added Sarah Gaydos of Graphek who spoke with Clayton.

Seeking ‘News That Feels More Relevant’; Reuters Report Offers ‘Routes’ to Growth

by Media

“Audiences are ambivalent about algorithms, but [more importantly] they are still not convinced that journalists and news organizations can do any better [than side doors – see below] in curating or summarizing the most important developments,” the new Reuters report tells us. This is where B2B journalism should have an advantage, knowing their topics and audience so well. Or will AI come up with even better answers?

On Crain Communications’ engaging Instagram page, we see the following:
– an invite to join POWER Breakfasts in Cleveland, Detroit, Grand Rapids and New York;
– photos from their Automobilwoche’s Women’s Leadership Day in Munich;
– photos of Crain Neal Award winners to amplify their brands;
– CEO KC Crain interviewing Mark Cuban at the Mackinac Policy Conference

And much more, of course. According to the annual Reuters Institute Digital News Report 2023 (available here), only around a fifth of respondents (22%) now say they prefer to start their news journeys with a website or app—that’s down 10 percentage points since 2018. “Younger groups everywhere are showing a weaker connection with news brands’ own websites and apps than previous cohorts—preferring to access news via side-door routes such as social media, search, or mobile aggregators.”

Exploring the impact of various digital platforms on our media consumption habits is always an enlightening endeavor. It’s fascinating to note, for instance, how a platform like beste deutsche onlyfans has woven itself into the fabric of social media engagement, particularly among the younger demographic. This service isn’t just about individual creators; it’s indicative of a broader shift towards niche communities and direct patronage in the digital age. The latest report underlines this trend, showing that while direct engagement remains strong, the diverse side-door routes such as specialized content platforms are increasingly carving out significant space in our online interactions. It’s a testament to the evolving landscape of digital content consumption, where personalized experiences are valued.

In Part 2 of our look at this report, here are five more takeaways:

Look for relevancy and context. The majority still prefer to read the news (57%), rather than watch (30%) or listen (13%). It’s clear that “most consumers are looking not for more news, but news that feels more relevant, and helps them make sense of the complex issues facing us all.” I recall a quote from ALM CEO Bill Carter: “We have to provide context and insight, data and analysis, forums and events that allow our customers to excel as practitioners as well as business professionals.” The report states that “given lower satisfaction with some algorithmic selection, it is not surprising to find that around 65% of under-35s and 55% of over-35s have tried to influence story selection by following or unfollowing, muting or blocking, or changing other settings.

Bundle creatively. The report found that people “do not want to be ‘tied down’ by one subscription. Instead, they want to access multiple brands with little or no friction for a fair price.” DCN reported earlier this year that The Weather Company had developed a platform that enables bundling across media portfolios. “We are striving to disrupt the subscription economy by going across media companies that aren’t traditionally connected,” said CEO Sheri Bachstein. The strategy is to align with brands [such as Consumer Reports] that help people make more informed decisions in their daily planning.

Offer subscription options. According to the report, 23% say they have cancelled at least one of their ongoing news publications, while a similar number say they have negotiated a cheaper price. At the same time, others have taken up new subscriptions, often using a cheap trial offer. “FT recently launched ‘The Edit’—an iOS app that gives readers access to 8 articles, every weekday—for just £4.99 per month (compared to the £35 per month standard digital subscription),” Tara Lajumoke, managing director of FT Strategies, wrote this week. “This allows the FT to onboard new readers or save existing subscribers, without devaluing the brand or value perception.” Among those cancelling their subscription in the last year, the cost of living or the high price was cited most often as a reason.

Be content distinct. Across markets, the most important stated reason to subscribe is to get access to better quality or more distinctive journalism (65% in the U.S.) than can be obtained for free. Second (47%) is identifying with the brand and in its journalists—either a long-standing relationship or the sense that the outlet speaks to them for them. A fourth of respondents say that games, puzzles and non-news features are important factors for them.

Continue with video and audio. Across all markets, almost two-thirds (62%) consumed video via social media in the previous week and just 28% when browsing a news website or app. Facebook and YouTube remain the biggest outlets for online video with Instagram not far behind. A third (34%) access a podcast monthly. Just under a third (29%) say they have spent more time listening to podcasts this year, with 19% saying they have listened less.

 

 

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SIIA Applauds Senate Hearing on AI and Copyright: Embracing AI’s Potential

by Policy

Statement on Senate IP Subcommittee’s Hearing on AI and Copyright 

This statement can be attributed to Chris Mohr, President, Software & Information Industry Association (SIIA).

We commend Senators Tillis and Coons for the balanced hearing they are holding on copyright and artificial intelligence. AI is a transformative technology for those in the business of information, and our membership is optimistic about generative AI’s “vast potential to unlock new opportunities for creators” as Dana Rao, General Counsel and Chief Trust Office of Adobe put it.  It holds the potential to “usher in a new age,” in which “creativity will finally become accessible to everyone, regardless of their technical skill level.”

For over two centuries, the copyright law and the equitable doctrine of fair use have successfully created incentives for authors and a robust environment for technological innovation.  While particular use cases can raise challenging and nuanced issues in particular factual circumstances, we believe that the courts can successfully resolve them.

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Urgent Need for a Comprehensive Federal Data Privacy Law: SIIA joins United For Privacy Coalition Letter

by Policy

The rapid growth of state-level privacy laws in the United States has created a confusing patchwork of regulations, hindering innovation and burdening businesses with compliance costs. Studies estimate that failing to pass a federal data privacy law could cost the economy over $1 trillion in a decade, with small businesses bearing a significant portion of the burden. Thirteen states have already enacted comprehensive privacy laws, and there is a growing trend in this direction. It is crucial for Congress to pass a federal privacy law that protects citizens’ data nationwide and provides clarity for businesses. Such legislation enjoys strong bipartisan support and is seen as essential to protect privacy and promote economic growth.


Read the Full Letter Here
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SIIA Statement on EU Adoption of EU-US Data Privacy Agreement Adequacy Decision

by Policy

The following statement can be attributed to Chris Mohr, President, Software & Information Industry Association.

The ability of companies to transfer data across borders is the lifeblood of the digital economy. Since the European Court of Justice’s Schrems II decision, these transatlantic data flows have been saddled with legal uncertainty.

SIIA welcomes today’s decision by the European Commission, and the strong support expressed last week by the EU’s member states, to adopt its adequacy decision under the General Data Protection Regulation. This marks the final step toward operationalizing the EU-U.S. Data Privacy Framework, an agreement that restores certainty for businesses and safeguards the fundamental rights of EU citizens.

We also commend President Biden and his administration for the critical role they have played in reaching this milestone, which will benefit businesses and consumers on both sides of the Atlantic. While today’s achievement is significant, we continue to call on Congress to pass a comprehensive federal privacy law that balances the rights of consumers with business certainty.