(CLO) In an era where information is personalized to every click, traditional newspapers are facing the problem of how to attract and retain readers in a noisy world. Personalization is not just a trend, but will become a revolution in the media industry.
Building a data system to research user behavior
Forecasts on trends and strategies for the future of journalism from media experts on the journalism website Journalism.co.uk highlight that the most important change that newsrooms need to be aware of is the abandonment of the strategy of pursuing large scale. Instead, building deep relationships with readers is more urgent than ever.
Adriana Lacy, a world-renowned media consultant, predicts the rise of personalized subscription models powered by AI, similar to Netflix and Spotify. She believes that AI will help analyze user data to provide highly personalized experiences. She emphasizes: "By 2025, personalization will move from 'nice to have' to 'must have'."
The Digital Content Development Center is the focal point for designing, organizing, producing, and distributing digital products on the platform of Tuoi Tre Newspaper and the Newspaper's channels in cyberspace.
In Vietnam, Tuoi Tre Newspaper has achieved remarkable achievements in digital transformation, especially in the period of 2023-2024. The establishment of the Digital Content Development Center is a strategic step, helping this online newspaper optimize content, improve user experience and expand its reach.
Deputy Editor-in-Chief of Tuoi Tre Newspaper Le Xuan Trung said that user personalization is an urgent direction in the process of digital transformation of journalism. The Tuoi Tre Newspaper Digital Content Development Center is particularly interested in building a data system to research user behavior: What type of content do readers like to read; how to arrange content types on the page; interaction with readers; optimizing user experience...
According to Mr. Le Xuan Trung, one of the notable things is that the editorial office uses many tools on hubs - central data to form a DATA center to research behavior, in order to quickly respond to content streams that readers have high demand at each time. After approving the analysis data of the Interface - Data Department, the editorial office directs the development of content streams that readers need (different from before when we wrote whatever was available).
For specialized products that require research and exploration, the Content Creation Department will coordinate with the Interface - Data Department to conduct research, collect readers' opinions, conduct analysis and replicate to departments and offices nationwide. " The same is true for video products on digital platforms, especially the editorial office will regulate synchronous input and output, emphasizing the product distribution process. This both saves time and manages sensitive content and other issues," Mr. Trung emphasized.
Expand your audience and increase your revenue
According to journalist Le Xuan Trung, thanks to understanding the needs of readers, Tuoi Tre Newspaper has achieved a 17% increase in page views. Modernizing the Converged Newsroom and forming the Digital Newsroom has created extremely favorable conditions for the Digital Content Development Center and the Newsroom to distribute products on platforms, increasing revenue, shortening the production process, saving time for news production, and ensuring consistency in input and output quality.
“Previously, the production of video products at Tuoi Tre was very overlapping, not unified in stages, areas, departments... but now this process has been simplified by the Digital Content Development Center in coordination with the Editorial Board. Therefore, these products are distributed uniformly on all platforms, the revenue of YouTube channels, TikTok, Fanpage (PR articles) of Tuoi Tre Newspaper has also increased sharply,” Mr. Trung shared and added: “The revenue before the Center on Tuoi Tre Newspaper's Youtube channel was from 200-300 million/month. Since the Center was established, this number has increased to 500-600 million/month - and has increased steadily.”
By understanding the needs of readers, Tuoi Tre Newspaper has achieved a 17% increase in page views and a steady increase in revenue.
Ho Chi Minh City Television (HTV) - one of the leading press agencies in digital transformation, leading technology. To adapt to the digital age, journalist Ngo Tran Thinh, Head of Digital Content Department, News Center, Ho Chi Minh City Television, said that it is necessary to have high-quality programs to attract public attention. However, traditional television sales have declined sharply, accompanied by cost reductions by production units to optimize revenue, which may reduce production costs, so the quality is not high.
According to journalist Ngo Tran Thinh, although there are bright spots in terms of outstanding investment in television programs, those programs need to be accompanied by other broadcasting platforms, with other forms of revenue generation such as concert ticket sales and other strategic goals, sometimes not immediate profits, to have a chance to be implemented. "But in short, quality programs are still needed to attract the public," Mr. Thinh emphasized.
He cited events from the “Brother” concert in entertainment to the recent Thu Duc Innovation Fest scientists concert format, which not only attracted millions of viewers on television and social networks, but also attracted tens of thousands of audiences to buy tickets or attract sponsorship. Revenue from these concerts also contributed to balancing the huge production costs of the program. If it were just a simple television show, there would be no way to compensate.
Mr. Ngo Tran Thinh said that public interest needs to take into account the interest of generations. Different generations need different content to serve. The balance of the number of programs and service time for these audiences needs to be optimized, not only in terms of the number of viewers of each audience but also the interest of brands for the audiences.
It can be seen that 2025 promises to be a challenging but equally exciting year for the journalism industry. Focusing on users, building relationships, innovating models, personalizing experiences and improving content quality are key factors for newsrooms to survive and thrive in the future.
Hoang Anh
Source: https://www.congluan.vn/ca-nhan-hoa-noi-dung-se-chuyen-tu-tot-thi-co-sang-bat-buoc-phai-co-post328669.html
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