Introduction to Audience Engagement

Audience engagement refers to the relationship between a publisher and its audience. Although most publishers recognize its importance, definitions and approaches to engagement vary widely. However, the shared goal remains clear: to convert visits into meaningful outcomes. These include growing purposeful reach, exploring the most effective narrative techniques, and supporting data-informed decision-making among journalists and editors. This project examines how different news organizations approach audience engagement and explores where the practice may be heading.

Journalism relies on its audience to survive. In 2016, the Journalism, Media, and Technology Predictions report declared it “The Year of Audience Engagement.” At that time, Facebook had just surpassed Google as the leading referral source for publishers, mobile usage overtook desktop as the primary method for accessing news, and algorithm-driven aggregators were already delivering personalized selections based on user behavior. The report noted that alongside the rise of platforms, “the focus on engagement is partly related to the increasing need to drive quality traffic”.

The first quarter of the 21st century has radically transformed how journalism reaches audiences. While the digital environment disrupted the once-lucrative business models of publishers, it has also enabled them to collect highly detailed data on content performance and audience behavior. Those insights were previously unavailable.

Looking toward 2026, news consumption is once again undergoing rapid change. News consumption is moving away from traditional channels such as direct visits to news websites, which have dropped by 10 percentage points since 2018. Instead, people, especially younger audiences, are turning to platforms like YouTube, WhatsApp, and TikTok, where short-form videos and influencers increasingly shape how news is accessed. The complex relationship between journalism and social media remains a major topic, while platform volatility, the growing role of aggregators, and the impact of generative AI all signal a reshaping of the information ecosystem.

Traditional media business models such as subscriptions and advertising have shifted online, but the steady decline of print revenue and the shrinking share of digital advertising income have forced many publishers to reconsider their long-term sustainability, revenue streams and purpose.

In response, the past decade has witnessed the rise of a new professional role: audience engagement specialists. These individuals work to bridge the gap between journalists and communities, extend journalism’s reach, and deliver value to audiences in meaningful ways.

In this project, Elements of Audience Engagement, I examine the concept, roles, and practical methods associated with audience engagement for publishers. Given the diversity of resources and strategies across organisations, my aim is to identify the core principles and foundational practices of successful audience work. The project also explores how audience engagement has evolved in journalism, where it’s principles originated, what has changed, and where it is heading. From these insights, I intend to build a toolkit that can help newsrooms of all sizes strengthen their day-to-day efforts by focusing on their most vital asset: their audience.