Emily Goligoski, a renowned audience expert, delves into the complexities of the media landscape, addressing concerns about the homogenization of audiences and the impact of technology on news consumption. With a background in research and contributions to prominent outlets, Goligoski offers insights into the challenges faced by the media industry.
In an interview, Goligoski highlights the obsession with quantitative metrics in the media, emphasizing the potential loss of valuable insights. She questions the reliance on single indicators to gauge the success of news stories, suggesting that this approach may not serve the best interests of the media or society. Goligoski advocates for a more holistic understanding of the audience, considering their needs and preferences beyond mere data.
The rise of independent creators and journalists on platforms like Substack is a topic of interest. Goligoski observes that these creators often have a clearer understanding of their audience, yet many fail to utilize survey tools effectively. She emphasizes the value of behavioral data but also stresses the importance of gathering reader opinions to gain a comprehensive understanding.
Goligoski addresses the challenge of engaging audiences in a two-way exchange of knowledge, moving beyond the traditional producer-subscriber model. She acknowledges the difficulties faced by modern newsrooms in creating space and incentives for such engagement. The media's tendency to focus inward and lack creativity in audience engagement is a concern, according to Goligoski.
News avoidance, a growing trend, is another pressing issue. The overwhelming amount of competition for attention and the resulting fatigue are significant challenges. Goligoski even extends this concern to her classroom, where she must implement policies for the reasonable use of devices, emphasizing the struggle to compete with the dopamine-driven nature of social media.
Despite these challenges, Goligoski remains optimistic. She appreciates the increasing translation of media content into multiple languages and the value of the Substack and independent writer approach. Additionally, she expresses excitement about the talent pipeline in her graduate journalism students.
However, the question of news consumption among individuals under 25 remains. Goligoski's research indicates that TikTok and Instagram dominate the attention of young people in the U.S., raising concerns for publishers. The shrinking audience and the need for creative solutions are acknowledged, with Goligoski suggesting traditional methods like letters to the editor and crowdsourcing as potential remedies.
Transparency in funding and a shift towards quantifying the efforts behind news reporting are recommended to improve engagement. Goligoski concludes by encouraging a more open and transparent approach to marketing, emphasizing the importance of sharing the details of the work involved in news production.
