What I've been reading: WhatsApp Channels the key to 2024, smaller newsrooms sustainability + local news aggregation
In this week's digest: Some early learnings and thoughts on a WhatsApp channel after it tops Nic Newman's trends report + Kevin Anderson's thoughts on how smaller newsrooms can survive is a good read
Good afternoon and happy Wednesday,
Hope your second full working week of January has been going well - we’ve saw some snow falling here in Preston for the first time during what’s been a mild winter. It was so icy even the dog was struggling to keep the paws going in the right direction.
Here’s a few interesting links I’ve found from around the web in recent weeks and some thoughts on these topics.
WhatsApp the publisher battleground for 2024 - Nic Newman - the latest Reuters trends report makes for very interesting reading, as always from Nic, as he deep dives into what publishers are thinking about a tricky year ahead. The double-down on direct traffic is not surprising given the volatile last 18-months with major social platforms e.g. Facebook and the decline in referrals. It reinforces the importance that is being placed on WhatsApp channels as a new way to drive a direct connection with audiences. Here’s the split for where effort is going into.
I’ve recently begun experimenting with a WhatsApp channel for Blog Preston - the hyperlocal title I’ve recently returned to as co-editor - and we’re seeing a steady lift in direct traffic as it gives us a solid way to put stories in front of readers. I’m treating it like growing an email list, it takes consistency and patience on the part of the publisher. It is another thing to remember to do, so building into a rhythm and a workflow around when stories are published is crucial - and picking the right stories to go out on the platform as well.
Read more: See my predictions for digital publishing in 2024
The capabilities and revenue streams essential for small newsroom success - Kevin Anderson - this is a topic that’s been on my mind a lot recently, both for Blog Preston as it marches into 15 years of operating but also for the work I’m doing with The Lead and launching in the North of England. It’s a riddle as so much of your resource and focus is tied up with just keeping the show on the road, how do you build the capacity to do and try new things (which therefore grow audience and revenue). There are a lot of similarities though with larger media organisations, it’s about building out a diverse source of revenue and the same when it comes to audiences. The positive, for smaller organisations, is that getting something going is often quicker, and easier, because the decision-tree is smaller and the story arc is stronger too. So be it contributions, increasing locally sold direct advertising, launching new newsletters, or so be it, then using some fleet of foot tools to experiment and get going is my mantra for 2024. It’s too easy to spend time second-guessing what might be right. Kevin’s piece is a good state-of-play though on the current situation and chinks of light for smaller newsroom operations. Be interested in what others feel about Kevin’s post and the topic.
The 016, low-tech local news innovation hits five years of operating - Dan Kennedy - stumbled across this district-led news start-up from the States, and it’s a local news aggregator play but also providing some original local reporting too. Is linking out the new way to grow? Traditional media get linked to, readers make connections, and most importantly it’s become a useful resource. As with the rise of the Edinburgh Minute, then having something that is part curation/aggregation and part content-creation feels like an innovative sweet spot to be in. This is one thing we’re incorporating into the newsletters we’re launching for The Lead, ensuring we have a weekly news digest of interesting stories and things coming up within that town or community and signposting.
Hope you find those links an interesting read. A few parish pump notices from me:
We launched The Blackpool Lead last week, and we’re seeing good subscriber numbers already for our in-depth read each week. The first newsletter is here and we’re getting ready to launch The Bolton Lead very soon.
Building on the guest lecturing I did for the UCLan journalism leadership and innovation course I did in the back end of 2023 then I’m going to be delivering the journalism innovation module for third-year undergraduate students for the next couple of months. So Tuesday afternoons for a couple of hours will be exploring new products, journalism business models and more with the group. If you’re interested in coming to talk to them (virtually or in person) for 30mins or so about what you’re doing at the moment then drop me a line ed@almaonline.co.uk and we’ll slot you in.
If you’ve enjoyed this week’s digest then please do share the Substack on with those who you think might be interested.
Hope you have a great week. Keep going.
Ed