Social media now is top news source for Americans, leaving news publishers scrambling to remain relevant
Younger people especially are going to their favorite platforms to consume news, and it's mostly on video.
The latest report by Oxford’s Reuters Institute for the Study of Journalism has news publishers rattled, as social media has overtaken television as the preferred method of accessing news. That not only is bad news for traditional news outlets, but also bad news for those concerned about the flow of misinformation to news consumers.
There is relatively little fact-checking on social media sites, allowing misinformation and disinformation to take hold. These sites would rather see viral moments that drive clicks rather than thoughtful content that offers context and accuracy. They love the echo chamber of consumers looking for information that confirms their political biases. That’s not going to change, so we must raise a generation of media-literate fact-checkers.
The reality is that everyone is turning to social media—despite its many flaws—while fewer people are visiting traditional news sites. It’s a troubling combination for news veterans like me.
The study released Monday offers what seems to be an insurmountable problem for traditional publishers. Young people aren’t using traditional news sites, and frankly, stodgy news executives aren’t giving them any reason to. The sites are often clunky, hard to navigate, and visually unappealing. On top of that, many hide their content behind paywalls—something young audiences, raised on free digital content, are reluctant to pay for.
Let me pause here to say this: I believe people should pay for the news they consume. Quality journalism isn’t free. It costs money to put reporters in the field, and someone has to cover the salaries and benefits of journalists and editors. But publishers need to find a smarter solution than clunky, inconsistent paywalls. I subscribe to several news sites, yet I still find myself blocked from content I’m supposedly paying for. It’s frustrating, it makes me consider canceling my subscriptions
When a news veteran is disgusted trying to navigate a website, they have big problems. I have mentioned this to news leaders and they act as if nothing is wrong with their websites or the way they present the news to a changing audience.
It’s no surprise that many news organizations are shutting down in local communities, and those that survive are slashing staff to the bare minimum. We’re at a defining moment for journalism, with the tools of the trade rapidly evolving, yet news leaders seem out of step with the deeper, long-term challenges they face
So take a note from the social media sites: Use more video, and make it interesting to people under 30. I was at McClatchy Newspapers when they made a big push into video. Smart move. But then, McClatchy and other news publishers didn’t see immediate results and abandoned video. Dumb move.
News organizations must figure out video, and fast. It’s the future of how information is consumed. While there will always be a significant audience that prefers to read the news, especially for in-depth coverage, successful outlets will need to master both formats. Video is essential to reaching younger audiences, who increasingly expect news to be visual, fast, and mobile-friendly. If news leaders want to build a new generation of informed citizens, we must meet the news consumers where they are, while guiding them toward reliable, fact-based journalism.
If news leaders continue failing to meet the needs and rising expectations of their audiences, we’ll see a sharp rise in so-called “news deserts” across the country. These are communities left without access to credible, local journalism. The consequences are serious: less government accountability, more misinformation, and a public left in the dark about issues that directly affect their lives.
The challenge is clear: Adapt to how people consume news today, or risk abandoning an entire generation of potential news consumers.
(This column has been updated.)