Reinventing newsrooms for the digital age requires personalisation, planning, purpose

By Dr. Dietmar Schantin

Principal

IFMS Media Ltd

London, United Kingdom

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In the digital age, content is everywhere. With an endless array of articles, videos, and podcasts at their fingertips, audiences have become highly selective. The challenge for modern newsrooms isn't just to attract readers but to keep them coming back, to foster a sense of loyalty and engagement that transcends mere clicks.

This is no small feat: It requires rethinking content and formats, restructuring newsrooms, and refining strategies. In a world where people expect their media experiences to feel as unique as they are, this mission depends on a blend of personalisation, planning, and purpose.

The right mix of content - rooted in journalistic integrity - is essential for media companies.

From "vegetables, biscuits, and freak shows" to personalisation

To understand the digital content landscape, think of a balanced meal.

There's the healthy core - the "vegetables" - which, in the news world, are the stories aligned with a publication's values and mission. This is the type of content audiences trust and respect.

"Biscuits" represent lighter, engaging pieces that catch attention on social media and draw readers in.

Finally, there are "freak shows." This is the sensational or out-of-brand content that can attract quick views but risks diluting the publication's image and loyalty.

Content differentiation helps organise and serve varied audience needs. But it's no longer enough to offer a general mix of vegetables and biscuits; audiences now expect content that feels directly tailored to them. This is where what I call personalisation 2.0 comes in.

Instead of offering everyone the same content in the same format, personalisation 2.0 enables newsrooms to adapt the type, format, and style of each piece for different segments of the audience. Personalisation today must go beyond just recommending what content to read. It must also consider how readers prefer to consume it, adapting to individual needs, life situations, or emotional states.

A young professional may crave quick news summaries or bullet points during a commute, while a retired reader might enjoy in-depth analysis. By understanding these nuances, newsrooms can build deeper connections and relevance with every reader.

Building the audience-centric newsroom

As the digital revolution has transformed content, it has also reshaped the newsroom itself. Traditionally organised by content sections (news, sports, lifestyle, etc.), newsrooms are experimenting with structuring teams around audience segments rather than topics.

For example, a newsroom might establish a team responsible for content aimed at younger audiences, while another team focuses on loyal, long-term subscribers. Rather than producing content for general distribution, these teams curate and adapt stories and formats to resonate specifically with their target groups.

An audience-centric newsroom aligns closely with the needs and expectations of digital readers. Segment-based organisation allows editorial teams to tailor content, not just to topics but with personalisation 2.0 in mind to the preferences and consumption habits of each group. The desired result is more targeted engagement, higher relevance, and an environment where content is not only consumed but valued. This transition requires shifts in mindset, workflows, and organisational structure, but the payoff in reader loyalty and engagement is significant.

Data-driven planning: moving beyond the firefighter mindset

In many newsrooms, the prevailing mindset has been reactive, responding to events as they happen and publishing on the fly. This "firefighter" approach served well when content was limited, and print was the primary medium. However, in today's 24/7 digital environment, where planning and timing can make or break a story's impact on reach and conversion, data-driven planning is essential.

Data analytics provides insights into audience behaviour, helping newsrooms understand what content converts casual readers into subscribers and what stories deepen engagement with loyal audiences.

On average, more than 80% of content in news media is not breaking news, but rather plannable features, explainers, or analysis. Knowing when and where audiences are most likely to engage allows newsrooms to publish strategically, rather than constantly reacting. This proactive "programming" extends beyond just the timing of stories; it also informs decisions about format, tone, and presentation, so every piece feels relevant and timely.

With digital analytics, editors can gauge the impact of content and refine approaches in real-time. Instead of a shotgun approach, newsrooms can use data to decide when to publish for maximum engagement, identify which content types work best for specific segments, and continuously iterate based on results. This data-driven approach is crucial for creating a newsroom that is not only reactive but predictive; one that can anticipate audience needs and respond with precision.

Brand loyalty through personalised engagement

As content becomes increasingly tailored, brand loyalty emerges as the ultimate goal. Digital audiences today are promiscuous with their loyalty; they are quick to move on if content fails to meet their expectations. However, when personalisation meets purposeful storytelling - when every piece of content feels custom-fit to a reader's needs, interests, and preferences - loyalty strengthens.

Building this level of loyalty requires a delicate balance. Newsrooms must respect audience diversity while maintaining editorial values and brand integrity. For instance, stories aimed at driving clicks (our "biscuits") must still align with the publication's core mission. Sensational content ("freak shows") may drive traffic, but it risks brand integrity and may weaken long-term brand loyalty. Instead, brand loyalty is built on consistent, high-quality content ("vegetables") that resonates deeply with audiences, enhanced by the occasional lighter piece to draw attention without undermining the brand.

Purpose-driven journalism in a personalised world

In today's digital-first landscape, personalisation, planning, and purpose are not just buzzwords but essential strategies for survival. By differentiating content types, rethinking newsroom organisation, and embracing data-driven decision-making, newsrooms can deliver experiences that are as unique as their readers.

Modern audiences no longer consume content without high demands; they expect to see their preferences and values reflected in the media they choose. When newsrooms align their offerings with audience expectations and deliver value in every interaction, they don't just earn clicks - they earn trust, loyalty, and a lasting relationship which is fundament for any sustainable business model.

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About Dr. Dietmar Schantin

Dr. Dietmar Schantin is the principal at IFMS Media Ltd. in London, United Kingdom, and Graz, Austria. He is also co-founder of the AI-collective. Dietmar can be reached at [email protected] or @ifmsMedia.

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