Emily Goligoski, a renowned audience expert and researcher, delves into the challenges of engaging audiences in the digital age. With her extensive experience in understanding online news consumers and collaborations with prominent outlets, Goligoski offers valuable insights. She highlights the issue of 'persistent homogenization' in media, where the focus on quantitative metrics overshadows the depth of content and reader engagement. Goligoski emphasizes the importance of understanding the audience's needs and preferences, moving beyond the limitations of single-metric evaluation. She advocates for a more holistic approach, considering the broader context and diverse ways to capture attention. The rise of independent creators and journalists on platforms like Substack is seen as a positive development, allowing for a clearer connection with the audience. Goligoski suggests that media outlets should actively seek feedback through surveys and engage in two-way knowledge exchange, moving away from a purely transactional producer-subscriber model. She also calls for media to explore innovative ways of conveying information, such as studying alternative mediums and embracing new technologies. The increasing competition for attention and the resulting news fatigue are significant concerns, prompting Goligoski to question how media can compete with the dopamine-driven nature of social media. She believes that media must adapt and find creative solutions to engage audiences, especially younger generations who increasingly rely on platforms like TikTok and Instagram for news. The shrinking audience and the need for innovative strategies are acknowledged, with suggestions ranging from traditional letters to the editor to crowdsourcing and transparent funding practices. Goligoski concludes by emphasizing the importance of transparency in marketing and the value of quantifying the effort behind news reporting to build trust and encourage support.
