Terms of Engagement: Five Ways News Organizations Are Trying

To Build Loyalty With Audiences

Visiting research fellow, 2013-14 academic year

Jake Batsell @jbatsell jbatsell@smu.edu

Assistant professor, Division of Journalism

AEJMC Montreal August 7, 2014 #aejmc14

#aejmc14 • @jbatsell • 8.7.14

News used to be a one-way lecture.

Audience attention was taken for granted.

#aejmc14 • @jbatsell • 8.7.14

Today, news is a perpetual conversation.

Audiences have infinite options. How can news organizations build loyalty?

Engagement, Loyalty and Revenue • @jbatsell • 6.11.14

• Based on visits to more than 25 news organizations in U.S./U.K.

• 100+ interviews

• Aimed at journalists, academics,

students and anyone else interested in the future of news

• Part of CJR Books series

• More details: j.mp/engagedj

ENGAGED JOURNALISM (Columbia University Press, Feb. ‘15)

I found that news organizations are trying to engage audiences in five main ways:

#aejmc14 • @jbatsell • 8.7.14

1. Face-to-face engagement #aejmc14 • @jbatsell • 8.7.14

2. News as conversation #aejmc14 • @jbatsell • 8.7.14

3. Serving the ‘passionate vertical’ #aejmc14 • @jbatsell • 8.7.14

4. Search, explore, play #aejmc14 • @jbatsell • 8.7.14

5. Measuring and monetizing the audience relationship

#aejmc14 • @jbatsell • 8.7.14

The book, boiled down to a tweet:

#aejmc14 • @jbatsell • 8.7.14

Thanks!

Visiting research fellow, 2013-14 academic year

Jake Batsell @jbatsell jbatsell@smu.edu

Assistant professor, Division of Journalism

More info: j.mp/engagedj