Boosting reader loyalty to boost readership

News organisations should boost reader loyalty and focus on niche markets to increase readership, rather than relying heavily on social media, according to industry experts.

During the "Innovation in Newsrooms" session at Digital Media Asia (DMA) 2024 on Wednesday, South China Morning Post digital editor Shea Driscoll emphasised the importance of reader loyalty in attracting a broader audience.

Veslemoy Ostrem, editor-in-chief of Altinget Norway, suggested that news organisations should seek innovative ways to drive traffic to their sites and encourage reader engagement without depending solely on social media, and added that these approaches could lead to a more sustainable readership base and help news organisations adapt to evolving digital landscapes.

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