A recent study conducted by the Federal Association of Digital Publishers and Newspaper Publishers (BDZV) in collaboration with the consulting firm HIGHBERG reveals that two-thirds of decision-makers in newspaper and digital publishing companies have an optimistic outlook on the short-term business development. However, expectations for the medium-term future are rather negative. The study identifies digital business as a crucial driver for this growth, with companies expecting the digital revenue share to triple in the next five years. In 2024, the priority lies in the growth through paid content and the digitization of existing print subscriptions. By 2030, the composition of subscriptions will undergo significant changes, shifting from print to e-paper and plus subscriptions.
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Study reveals three top trends shaping the newspaper industry
The study “Trends in the Newspaper Industry 2024” highlights three major trends that will significantly shape the future of the industry. These trends include increasing efficiency through automation, enhancing the quality of journalistic content, and targeting specific audience segments. By leveraging machine learning and AI tools, newspapers can streamline their operations and improve productivity. Additionally, focusing on delivering high-quality content and personalized experiences will help build stronger reader engagement and loyalty.
Machine-Learning and AI Tools Drive Significant Efficiency Improvements
The use of machine learning and AI tools is expected to significantly increase efficiency. According to 52% of respondents, automation is the most important lever for efficient work. Outsourcing (14%), pure process optimization (14%), and centralization (10%) follow in the rankings. Companies see great potential in customer service and print page production. Although two-thirds of respondents plan to use AI for text creation, there will be no full automation. The responsibility will remain with the editorial team. However, 35% of respondents completely reject the use of AI for text creation.
New editorial focus leads to higher quality and reader engagement
A reorientation in the editorial departments aims to improve the editorial quality, which in turn leads to stronger reader and user engagement. According to 88 percent of respondents, better content quality results in higher levels of engagement. Personalized content is considered essential by 50 percent of those surveyed, while 47 percent prioritize (hyper-)local reporting. By representing and operationalizing user needs with metrics, successes can be better measured and managed.
Newspapers Shift Focus from Sections to Targeted Audiences
In order to be successful, newspapers must precisely target their audience, moving away from traditional departments and focusing on themes and specific demographics. Identified target groups/themes include families and parents, sports and football fans, guests, culture and leisure, as well as students and apprentices. To reach younger audiences, 82 percent of companies rely on targeted social media campaigns, while 59 percent engage in partnerships with schools and educational institutions. Formats such as question-and-answer pieces/listicles, themed newsletters, and live tickers during breaking news are considered effective in attracting new target groups.
KI wird von Verlagen hauptsächlich zur Optimierung von Prozessen und zur Schaffung von Freiräumen in der Redaktion eingesetzt. Durch die Unterstützung von Autoren und die Vereinfachung redaktioneller Aufgaben trägt KI dazu bei, die journalistische Arbeit effizienter zu gestalten. Dennoch liegt die letzte Entscheidung über einen Artikel nach wie vor in den Händen der menschlichen Intelligenz. In einer Zeit, in der die Zeitungsbranche mit wirtschaftlichem Druck konfrontiert ist, bietet der Einsatz von KI und Automatisierung eine lang ersehnte Möglichkeit zur Transformation vom Print- zum Digitalbereich.
The annual study “Trends in the Newspaper Industry” conducted by BDZV and HIGHBERG has reached its tenth edition. This year’s study involved 265 executives from newspaper companies and independent digital publishers, representing 73% of the total circulation and 87% of the digital newspaper reach in Germany.
The use of AI and automation in the newspaper industry offers significant opportunities for efficiency and quality improvements. By automating processes and utilizing AI tools, newspapers can streamline their operations and enhance the quality of their journalistic content, ultimately strengthening reader and user engagement. Additionally, precise targeting of specific audience segments enables more targeted marketing efforts and unlocks higher growth potential. It is important to note, however, that the responsibility for journalistic contributions still lies with human intelligence and editorial teams.
