Creating Value for the Digital Reader in the Context of Sustainable Journalism

Abstract

Because of digitalisation, social media platforms usage for news follow-up, the changing news consumption habits of young readers, and the COVID-19 pandemic, traditional journalism has been in a crisis for a while. Social media has become a significant competitor for news organisations in terms of both news consumption and advertising. Using the findings of the news consumption habits survey conducted with 200 participants in the United Kingdom (in London and Cardiff), this study discusses readers' expectations and consumption habits in the context of sustainable journalism. The survey constitutes a part of large-scale research carried out with the financial support of TÜBİTAK. It is revealed that readers heavily prefer digital platforms, including social media, for news follow-up, and this interest increased during the Pandemic. The main expectations of the consumer/reader are reliability, easy access/use, easy-to-follow, personalised/reader-specific content, and less advertising. Among the findings is that young readers prefer social media platforms that are not "news organisations" to follow the news. Reader-based revenues are regarded as the most crucial income for sustainable journalism. Media needs to understand the reader's expectations and produce news content that will create value for them to generate sustainable reader income.