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4 questions I wish the 2022 Digital News Report would answer

What's New in Publishing 29 Jun 2021 08:02

Some important trends in the world of media – like newsletters, the creator economy, or subscriptions – could benefit from more insight and analysis

First, let me tell you that I have studied and reported on the Digital News Report by the Reuters Institute for the Study of Journalism for years now. It’s probably the most comprehensive overview of the state of media, journalism, press (call it what you want).

Whenever in doubt I open it online and look for answers. It has a lot of them. But you can always wish for a bit more.

For one, it would be great to see Baltic and Balkan countries included in the future. Those media markets are interesting and evolving quickly. Such data would not only help them but also outside analysts get a better picture right away. 

Which brings me to how I read that data.

There is a special lens I look through when it comes to country specific data. I come from Slovakia and have worked for years for the second biggest publisher in the country.

That means I come across lots of reports and research on various topics like willingness to pay for news, brand loyalty, trust. (That data is not public – publishers order such reports annually to get a sense where the market is moving). There are also national, public studies, with hard data that shows what’s what and where the trends are moving.

The last few reports stated how many got their news via email newsletters. The recent report mentions the word newsletter ten times and Substack is mentioned twice.

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Reuters Institute for the Study of Journalism
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