With a pandemic, U.S. presidential election, and other high-interest news events in the last year, publishers enjoyed a surge of interest from readers who aren’t necessarily news hounds in 2020. Retaining light readers — “casual, infrequent, and picky consumers of news” — are key to a viable subscription business, according to a new report from the International News Media Association.
One problem that arises when trying to engage and retain this kind of reader, though? Many news organizations are staffed by people who are heavy news consumers themselves.
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