All things Engagement

The evolving mission of journalism – “I think to me it’s about expanding what is the usual definition of the mission of journalism that we are used to.”

This week on Redefining Engagement, we had a fascinating conversation with Mattia Peretti, Knight Fellow with ICFJ, about rethinking audience engagement in journalism. Mattia challenges the conventional metrics-driven approach, urging a shift towards a more ethical and impactful model and his approach was truly thought provoking.

He proposes that journalism should not only inform but also empower audiences to take action and participate in shaping their communities.

Our special guest, Jem Collins, Director of Journo Resources, reveals how their unique approach to audience engagement fosters deep connection and sustainable growth. The JournoResource audience divulges that they believe in the brand, who they are and what they stand for.

Discover how they co-create, prioritise user experience, and close the feedback loop to build a loyal community.

Happy Halloween everyone. What is your biggest fear?

Kevin Walsh, Editor-in-Chief of Denmark’s Nordjyske, joins Redefining Engagement this week. In Kevin’s words: “What I fear the most: How far does it go before people actually understand how important journalism is. How far do we need to go? Do a lot of new brands need to die before people actually see that it’s important? Hopefully we can survive by rebranding.”

Today’s guest has a strong background in magazines —offering a fresh perspective on media audience engagement.

Meet Alastair Lewis, CEO of FIPP, the global trade association for media owners, Alastair connects publishers worldwide, helping them expand their reach and innovate in audience engagement. Alastair is a seasoned media leader with over 20 years of experience at Haymarket and Future Publishing and now runs his own consultancy, Quested Consulting, where he’s been helping media companies around the world tackle the biggest challenges.

In this episode, Alastair shares insights on why engagement is crucial for both user experience and monetisation in today’s media landscape, and how focusing on quality content can grow a more loyal, returning audience.

Today’s Redefining Engagement guest is Rianna Roggema, Founder of Practic and a remarkable entrepreneur! From spearheading tech startups and founding her own online marketing agency, Rianne’s journey is nothing short of impressive.

If you’re curious about audience engagement within the media industry through the lens of a marketing first approach, this episode is for you!

In this episode of Redefining Engagement, Alexandra Folwarski, an innovator and leader in the media industry, Team Leader at the Media Innovation Lab – Wiener Zeitung and Founder of Wiener Flaneur, shares invaluable insights tailored specifically for hyper-local journalists and aspiring media entrepreneurs. If you’re looking to build an engaged audience before you launch your startup newspaper, this episode is for you! Alexandra dives deep into the strategies that drive audience loyalty, from the critical role of newsletters to how ongoing community feedback can shape your content and drive engagement.

Cecilia Campbell, Senior Strategy Advisor at UnitedRobots and Co-founder of Innovate Local, brings over 20 years of experience as a media journalist and thought leader in audience engagement. She offers invaluable insights into how local journalism can create lasting value in communities by focusing on being indispensable to readers. A powerful message of hers? “Democracy starts locally.” Cecilia emphasises that true audience engagement isn’t just about producing journalism—it’s about producing journalism that matters to people’s lives, and ensuring newsrooms reflect the diverse communities they serve.

Rachel Middlewick, founder of The Positive Consultancy and a true visionary in the world of media and content strategy, dives deep into the evolution of audience engagement, breaking down how brands move from simply tracking top-level metrics to truly understanding their audience at a granular level. Rachel points out that trust remains a significant driver in where audiences choose to invest their attention and money. In a world overflowing with brands competing for attention across countless platforms, it’s no longer just about how many people you engage but about the quality of that engagement.

Journalist, Coach, Strategist, Writer and Editor, Jesse Beentjes, shares his unique experiences and examples on all things engagement including how engagement is crucial for journalists to understand what matters to their audience and to gather input for their stories.

Our special guest, Markus Rask Jensen, Director of News at Amedia, shares their ‘digital-first’ transformation, giving us an insider’s perspective on shifting Amedia’s focus from simply ‘producing important journalism’ to ‘producing important journalism that people actually read and subscribe to’. His candid insight? “If we don’t engage with our audience, we are going to die”.