news publishing

The Changing Face of News Publishing and How to Stay Relevant

Pallav Tyagi Pixelmattic Blog Leave a Comment


For a website that is dedicated to news publishing, it is of utmost importance to be familiar with the changing trends and ensuring relevance of the published content. In the past decade, there has been a shift in preference from print media to digital media. The New York Times was quick to react to this change by introducing its unique and effective digital news subscription model with subscription fees as low as 99 cents per month.

The Wall Street Journal is the largest newspaper in the United States by Circulation. Its subscription model features an introductory pricing of $1 for 2 months of digital news access. In 2013, the Wall Street Journal crossed 900,000 digital subscribers.

News Publishing

Accelerated Mobile Pages are Accelerated Mobile Pages allows publishers can create mobile optimized content once and have it load instantly, resulting in ease of access to news from mobile phones.

How To Make Use Of AMP With WordPress

Similarly, Instant Articles is a feature by Facebook  in  collaboration with news/content publishers, that the publisher can choose to use for articles they select. When a publisher selects an article for Instant Articles, people browsing Facebook on mobile can view the entire article with easy formatting similar to that on the publisher’s website.

news publishing

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As per the Newspaper Association of America, print ad revenues have drastically fallen from $44.9 billion in 2003 to a mere $16.4 billion in 2014. Click To Tweet Free services like Craigslist have led to the closure of classified advertising departments of several newspapers, which relied on classifieds for 70% of their advertising revenue. Research has shown that Craigslist has triggered a loss of $5.4 billion from 2000-2007 for the newspaper industry. Click To Tweet

Several newspapers such as such as the Rocky Mountain News, the Seattle Post Intelligencer and the Ann Arbor News have been forced out of business due to decline in circulation figures.

News Publishing

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Areas where Digital Media Scores over Print Media:

Interactive Discussions:

Online news items spark a lot of discussion via comments and thus helps to gain a holistic insight into the opinions of the readers about a particular news piece.

Higher reader engagement:

Nearly everyone has an online presence these days. There is no denying the fact that more people read news online compared to the ones who read newspapers/magazines.

Social sharing and communities:

A lot of news articles draw traffic mostly from social media, thanks to the ease of sharing on social media platforms. It has also helped create communities of readers and contributors.


One of the core benefits of digital news publishing is the ability to optimize your content. Google Analytics tells you about the types of articles and features that are enticing your readers’ attention, how much time they spend on a page, what they do with it, and how they share it. This allows you to create relevant content.

 Feedback from Readers:

Through surveys, you can ask readers about their experience and opinions. If you are able to figure out what content are they enjoying, what are their complaints, and the inconvenience they may have in accessing your material, you can use these inputs to improve your content.

How to ensure relevance on your news publishing platform:

Post Engaging Content

The first step is to know your target audience. If you are clear about who you targeting, it becomes easier to create  relevant.  Words and Paragraphs are a thing of the past-  focus more creative titles, pictures, infographics, and videos. Using appropriate keywords and hashtags is just as important.

Now that you have created relevant content, timing is of utmost importance. Posting on optimal times for different social media platforms helps to generate more page views. For more information about what times of the week and time of the day you should push and publish content, you can refer to our blog post How Frequently Should You Push and Publish Content.

Maintain Consistency

Be Consistent and play on your consumers’ familiarity. When you stay consistent on your website and social media platforms, it will create brand familiarity and brand recognition. Some popular apps that can make social sharing easier are HootSuite, Buffer, and TweetDeck.

Mobile Friendly

 Smartphones these days have become like an extension of one’s arm. Nearly everyone has a smartphone, which makes it necessary to have a mobile-friendly website and content. Maximum traffic is generated by mobile users and thus, if your content is not mobile friendly, you will lose a lot of potential page viewers.

Enabling Content Sharing

The best way for a post to go viral is by rapid social media sharing on part of the viewers. If your content is easily shareable on social media, you are guaranteed to engage more readership from internet users.


News publishing has come a long way over the years. With the transition from print media to digital media, it is essential to stay ahead of the times and of competition. If you really want to give your competitors a run for their money, follow the pointers that we have laid down in this blog post and implement them in your news publishing platform.