This is the main challenge of the annual “Trends and Forecasts” report published by the Reuters Institute and signed by Nic Newman , which is based on a survey of 246 executives in 52 countries.
Here are some of the main ideas of the report:
📈 59% of News industry leaders say their revenue has grown over the past year, and 75% of managers surveyed say they are confident in their company’s prospects for 2022.
💰 Several publishers intend to continue with strategies to attract revenue from readers (B2C), 79% of those surveyed say that this will be a top priority, before advertising (B2B). However, 47% worry that subscriptions push journalism to a richer, more educated, more demanding audience that doesn’t like popular and light topics so easily.
🐦 57% of respondents believe that journalists should keep reporting the news on Twitter and Facebook and worry that expressing opinions could undermine public confidence.
🎧 Most respondents say they will focus on podcasts and digital audio (80%) as well as e-newsletters (70%). Only 8% will invest in new metavers applications, which is currently proving to be a (virtual) marketing illusion.
