We live in a world where people are constantly seeking opinions, whether they come from reliable sources or dark corners of the Internet. Today, Twitter, Facebook and YouTube are the main communication platforms in our day-to-day life. People use them to share content but also to search for content, because audiences are not—and have never been—just interested in breaking news, but what people are saying about this news. The need for Opinion Journalism goes far beyond that, though. We, as people, have the need to validate our opinions, and there is no better way to do that than sharing the same opinion as a respectable journalist from an institution like The New York Times or The Washington Post. Although, to be fair, it has come to a point where everything people find online that sort of backs up their argument is enough to make it true.
So what would be the best way for a respectable media outlet to engage readers?How can we get them to join the conversation that our news coverage and articles (hopefully) start? Let’s say, for example, The New York Times. It is undeniable that, as a brand, The New York Times is already a reference worldwide. No one doubts The New York Times, no one questions the veracity of its articles and investigations, and it is probably the first name that comes to mind whenever someone things of the world “newspaper”. The New York Times is rooted in our society’s imaginary as a synonym of journalism history and integrity, so at least one of the battles is already won.
Consequently, the question we must ask ourselves is not how we can make people trust us as their Number #1 news source, they already do. We do not need to focus on how to make opinion more relevant in our readers’ daily lives either, it already is a crucial part of everybody’s lives whether we are willing to admit it or not. The real challenge The New York Times faces today is how to distinguish itself from all the other outlets out there that offer the same kind of content, and to find a way to go beyond their Number #1 News Source brand and reach the Number #1 Discussion Board status as well.
Wait, a discussion board? Yes, indeed. The goal should be to strike up a conversation that readers want to be part of. People want to be heard as much as they want to know that what they are saying is appreciated and shared by others. All Opinion articles by The New York Times should invite people to politely discuss the subject with the writers and other readers, and it is that kind of interaction with our audience that will distinguish us from other outlets. Comment sections have been demonized by the Internet so many times that are no longer a real option; unfortunately, that is usually the only option available to readers if they wish to add or discuss something
We must show them that we are willing—and excited, even—to start a one-on-one conversation with them. Far from patronizing, the interaction with our readers must feel personal and real. They will know that, with The New York Times, they will always have the chance to bring something to the table.
The only way to get this done is by forming a diverse, Internet savvy and specialized team that knows who the audience is and how all communication platforms work, even in this constantly-evolving (and admittedly difficult to manage) context we find ourselves in today. Obviously, we need visual artists who can catch people’s attention and help articles become as aesthetically pleasing as their content will be informative and relevant. In addition, we need writers with international backgrounds who can appeal to international audiences, because social media and the Internet have erased all the barriers that once stood between American readers and international readers.
We cannot forget, however, that the broader the audience, the broader the team’s knowledge must be. The best way to approach news coverage is to know that we have someone ready to take on whatever subject comes our way. The specialization of our team is imperative if we want to offer informed and detailed Opinion articlesthat will not jeopardize The New York Times’ credibility.
In a nutshell, The New York Times is already the greatest newspaper in the world, now it needs to become the greatest conversationalist in the world. We will create a team that will appeal to all kinds of readers and we will give them the chance to participate and help, while at the same time offering specialized content and informed opinions that will touch on all possible subjects.
I used The New York Times here as example, but any other media outlet could apply this to their own marketing strategy. And if you are wondering why I decided to write this–and in English–today, that is because I decided to apply for a position in The New York Times and this is part of the Memorandum I sent in. I know, this explanation is as boring as the memo itself. Sorry about that.
Publicar un comentario