The Tactics Behind Selling News Like Hot Cakes: The Journalist Guide

Why is selling news as crucial as creating the story? 

News and sales are like two peas in a pod regarding reach. Journalists whip up stories, which hit the market sooner or later. Whether you call it sales, reach, pageviews, or engagement, the goal is the same: getting those stories out there, making money, and keeping your brand’s good name intact. 

Is News a Commodity?

Why is news like a pint of Trader Joe's ice cream that never runs out? When discussing the "commodification of news," we discuss how news gets turned into a product sold for profit. Unlike most goods, news is a special breed. 

Picture this: since the telegraph's birth, news has been able to zoom across the globe at lightning speed.

However, news is a slippery fish, quickly losing its shine and easily repackaged by rivals. Plus, consuming news doesn’t deplete the stock, much like sharing a viral cat video doesn’t mean others can’t watch it.

In the digital world, news economics plays by its own rules. Think of it as a market darling, more focused on profit than nurturing democracy or upholding societal values.

The more news is treated like a marketable item, the less it ensures we get the crucial information needed for a thriving democratic society. Hence, the commodification of news requires a balanced approach that provides information and thrives in competition.

Is News Public Good?

News can be treated as a public good, right? Absolutely, and here is why: unlike your favorite candy bar that disappears after you eat it, the news is non-rivalrous and non-excludable.

When one person reads or watches the news, it doesn't prevent others from doing the same. Plus, excluding people from accessing news is tough, especially in the digital age, where information is just a click away.

News serves the public by providing essential information that helps individuals make informed decisions, participate in democratic processes, and stay connected with what is happening in the world. It is like a lighthouse, guiding everyone, regardless of who or where you are from.

However, while news has the characteristics of a public good, the reality of its production often aligns more with commercial interests, especially in a profit-driven market.

This leads to the need for a balancing act between serving the public interest and generating revenue.

Create Stories Like a Public Good and Sell Like a Commodity

We are moving to a balanced approach. You must enjoy the full freedom of your journalism while respecting the core values and rules in crafting your stories.

Make your content irresistible to hook your audience. Understand your audience’s preferences. When you cater to their tastes, they will return for more.

• Use the right keywords and snappy headlines to make your content shine in search results. Blast your stories far and wide, and use eye-catching visuals to reel in the crowd. 
  

• Dive into your data like a miner after gems. Page views, time on articles, and social shares will show you what is hitting the jackpot and what needs a tweak.

• Stir up chatter with comments, polls, and social media buzz. Engaged readers feel like part of your community and stick around. 

• Explore monetization like a treasure hunter. Subscriptions, paywalls, sponsored content, and ads can bring in the bucks without driving readers away.

• Keep your brand’s voice consistent, like a favorite tune. Quality and consistency build trust and loyalty, making your audience feel at home.
  

• You must now be set in the mindset to create that thriving story, which is your next best creative.

Reach, Revenue, and Reputation

Reach, revenue, and reputation are the three main goals of creating and selling news. The stories must achieve good reach, attract more subscribers to the brand, and ultimately boost your reputation. Let us examine the components of each of these goals and identify the areas you should focus on to achieve each of these aims.

Reach:

• Audience Insight: Cater to tastes for loyalty.

• SEO: Use keywords & catchy headlines.

• Distribution: Blast stories widely.

• Visuals: Use eye-catching visuals.

• Engagement: Comments, polls, social buzz.

Revenue:

• Monetization: Subscriptions, paywalls, sponsored content, ads.

• Balance: Earn without driving readers away.

Reputation:

• Brand Voice: Keep consistent, like a favourite tune.

• Quality & Consistency: Build trust and loyalty.

Before Releasing the Scoop

Let it be practical because theories are boring now. Imagine you have got a hot scoop ready to hit the press. But before you release it, you need to know who will gobble up your news like it’s the latest viral cat video.

Your Loyal Readers
These are your ride-or-die subscribers who eagerly await your news. They are like your best friends, always there, always reading.

The Random Scrollers
Picture someone casually scrolling through their feed. If your SEO game is on point, you will catch their eye, and boom – they are hooked.

The Social Media and Email Crowd

These folks find your news through social media posts, email campaigns, or YouTube channels. They might not be die-hard fans yet, but they are interested.

Regular Readers, Non-Subscribers

They always read your news but haven’t hit that subscribe button yet. Think of them as regulars at your coffee shop who haven’t joined the loyalty program.

The Uncharted Territory

Now, here is where it gets exciting. A whole group out there has not discovered your news yet. This is your target market – the potential fans waiting to be captivated by your stories.

Competitors? Don’t Sweat It

Here is a strategic tip: Don’t worry too much about the competition. News is not like buying a one-time thing, like a piece of furniture or a gadget. People love to check multiple sources to get the full picture. So, focus on your reach and make your stories irresistible. 

The more eyes you get on your news, the better. Concentrate on expanding your reach.

Keep your loyal readers engaged, attract those random scrollers, and captivate the uncharted territories. Remember, every reader is a potential loyal fan in the making.

Mapping Out Content Success

The New York Times added 300,000 subscribers in the fourth quarter of 2023. They plan to hit 15 million subscribers by 2027, and they have already passed 10 million.

How can a brand confidently plan to grow its subscriber base? Every brand likely started with just a handful of subscribers, maybe even ten. The journey undoubtedly took time, but what strategies did they use, and how did they achieve success?

Let us check that in the next section.

Lessons in Crafting Subscription-First and Digital-First Content

The New York Times summed it perfectly —they are all about being 'digital-first, subscription-first, with journalism that's worth every penny.' But how did they get there?

Let’s analyse the New York Times' strategy and see what we can learn from it and other global newsrooms that have already cracked the code on subscription success and built their reputations.

1. Quality Over Everything
It is not just about news but about delivering stories that make the reader say, “Wow, I didn’t know that but this is a good piece.” Whether it is deep-dive reporting or a hot take on the latest trends, they are all about bringing the good stuff.

2. Multimedia
Why stick to just words when you can add some pizzazz? Use everything from videos to interactive graphics to ensure the news is not just informative but a feast for reader eyes.

3. Curious Minds Club
Your readers are curious. So, cater to those who love to explore different perspectives and stay informed. It is like a club for people constantly asking, “Why?” and “What’s next?”.

You can provide options to your subscribers, allowing them to receive updates in their areas of interest.

4. More Than Just News
News is great, but you must also know how to dish out top-notch advice, from what to cook for dinner to what show to binge next. There should be something appealing for every reader, whether they are a culinary enthusiast, a puzzle aficionado, or a sports enthusiast.

5. The One-Stop Shop
Why juggle multiple apps when one provider has all? Create a seamless experience where the reader can hop from news to recipes to games without missing a beat. 

Make your reader understand that journalism needs their support to deliver quality content. Independent and trustworthy journalism is not free. See how "The Guardian" asks readers to subscribe after allowing them to read different subjects.

Although the same reader may have different subject interests, if they can read about more than one subject from the same news channel, they will be more than happy to pay.

6. Bundle Up
Who doesn’t love a good bundle deal? The New York Times offers a digital bundle that is like a buffet of all their best stuff—news, games, cooking tips, and more—all in one neat package. It is a subscription that’s too good to pass up. Many brands are doing the same.

THE SUNDAY TIMES ensures that readers can access various content on their preferred devices. In addition to news, the subscriber also gets access to all the digital supplement magazines and video exclusives. They bundle the offerings to make the reader feel they are getting the actual value for their money.

Another form of bundling involves a brand partnering with another brand to offer its content at its best price. The subscriber then has the option to read premium content from both publishers.

7. VIP Treatment for Subscribers
Paying subscribers should get the royal treatment. Think exclusive newsletters and a fancy app experience that makes you feel like you are getting the insider scoop on everything.

FOX NEWS has summed up the experiences such as sports, puzzles, entertainment, lifestyle, politics, and news alerts colourfully with a great user experience in their news application.

Free stuff can be a gateway drug to paid subscriptions. Offer goodies like “The Daily” podcast to lure the readers in and keep them returning for more.

NYT is offering podcasts with the subscription. Just imagine the effort that the brand has been making to satisfy every type of reader with their preferred content format. It is not just releasing what you are working on that day but catering to every person with some flavours they prefer.

9. Multiple Money Streams
The New York Times does not rely solely on subscriptions. It also has other revenue streams, such as Ads and print.

So, if you already have the print, nourish your digital journey to diversify your revenue streams. The success of the hybrid model is directly proportional to your ability to cater to both reader bases.

10. Cultivating a Dream Team
Workplace creativity should meet your mission, ensuring the team is pumped to do their best work. Happy journalists = awesome content.

While you cater to your audience with various content, ensure your journalists are not bombarded with tasks. Make sure you have journalists who are experienced in different niches.

11. Journalism with a Backbone
In a world where fake news is everywhere, It is about keeping it real. Protect your journalists and fight for press freedom, so you can trust what you read.

12. Always Evolving
Don’t rest on laurels. Constantly tweak and innovate to stay ahead of the curve. When your content starts getting traction, introduce something new and innovative in the content format.

Always try to create immersive content experiences. Interactive content helps to enhance the reader experience and engagement.

13. Long-Term Love
The goal? To make your readers fall so in love with your content that they can’t imagine a life without it. Whether you come for the news or stay for the crosswords, your readers must hooked for life.

The game is the same whether you are slinging news, delivering streaming content, or sending snack boxes to doorsteps. You must keep evolving, engaging, and making your subscribers feel like they are getting the best deal in town. It's a wild ride.

Observe how Business Standard effectively showcases all their offerings and subscription costs in a single frame.

They appeal to long-term subscribers by offering a reduced annual subscription rate, emphasizing the value and benefits of staying committed for the long term. This is a common strategy that helps readers understand the added value of being a loyal subscriber.

The Content Trajectory to Reach Subscribers

Creating content is just the first step—it's like planting a seed. However, ensure that content finds its way to your audience and attracts new subscribers. That is where the real magic happens.

Think of it as nurturing that seed into a thriving tree, full of fresh fruit ready to be picked by eager hands. Let's walk through the usual path content takes from creation to consumer engagement and subscriber growth.

Where Your Content First Lands:

• First Stop: The Curious Crowd

Imagine your news content is like a fresh slice of pizza—everyone wants a bite. It starts by reaching a general audience, maybe through social media, a catchy headline, or a friend’s share. These curious cats aren’t fully committed yet but love to explore.

2. Turning Browsers into Trial Subscribers

• Freemium Teasers

Give them a free taste of your best content—it’s like offering a sample at a store. If they like what they see, they will be back for more with a trial subscription.

• Personalized CTAs

Don’t just throw any offer at them. Use what you know about their habits and interests to show them a deal they can’t resist. If they have read sports articles all week, tempt them with a sports content trial. It is like knowing their favourite flavuor before they even tell you.

3. How to Reach Potential Subscribers:

• Targeted Marketing Magic

Use targeted ads on social media and search engines to find your potential subscribers right where they hang out. Tailor your ads to their interests, and they will slide into your DMs (or subscriptions) in no time.

• Engaging Newsletters

Slide into their inbox with newsletters that are packed with value. Mix up some free content with exclusive tidbits they can’t resist. The goal? Keep them hooked until they are ready to commit for a subscription.

• Influencer Power

Team up with influencers who can shout out your content to their followers. It is like getting a celebrity endorsement—suddenly, everyone wants to know what all the fuss is about.

4. Spotting Your Future Subscribers:

• Data Detective Work

Put on your Sherlock Holmes hat and dive into the data. Track what your visitors are reading, where they are clicking, and how long they are sticking around. The more you know, the better you can tailor your offers.

• Audience Segments

Not all readers are created equal. Sort them into groups like frequent readers, casual visitors, and those who just peek in once. Your frequent readers? They are the ones you want to woo—they are already halfway to subscribing.

• Surveys

Use quick surveys to ask them what they like (and what they don’t). Their feedback is gold for personalizing their experience and making your pitch irresistible.

5. Keeping Trial Subscribers Around:

• Personalized Pricing Perks

When the trial’s about to end, don’t just throw them a generic price. Tailor the offer based on what you know they love. If they have been binge-reading your sports content, offer a sweet deal on a sports package. It’s like you are reading their mind.

• Spot-On Content Recommendations

Keep them hooked by showing them more of what they love. Personalize their feed with articles and videos that match their interests, making them think, “How did they know?

• Engagement Tricks

Keep the good stuff coming! Regular updates, exclusive content, and special perks for subscribers only. Make them feel like VIPs, and they will stick around for the long haul.

National Geographic presented an option to gift the subscription to family and friends. This is an option that assist the brand to get more subscribers and boost engagement.

In a Nutshell

You have mastered creating content that grabs attention and keeps your audience hooked, but there is more to the story. To really make your content shine and sell like crazy, you need a CMS that is as flexible and innovative as your ideas. If your current setup feels like it is holding you back, it might be time for an upgrade. 

Check out Quintype—where our cutting-edge tech meets your creative ambition. Ready to take your content game to the next level? Schedule a demo today and see the magic in action!