How ScribbleLive Reads the News Jennifer Taylor December 21st, 2015 How do you read the news? Do you sit down and read a newspaper front to back? Do you turn on the radio and patiently wait through the commercials and VJ chatter for the top stories? Do you tune into the six o’clock news? If I had to put money on it, I’d bet you answered “no” to at least one, if not all of these options.Technology is rapidly changing the way we read the news. No one is sitting around waiting for a polished news report to learn about a breaking story. We expect updates in real-time and we want information as soon as the reporters have it. This shifting landscape isn’t necessarily a bad thing, it just signals that news agencies have to re-think the way they report and distribute the headlines.Not only is the way we consume the news changing, but also what constitutes “the news.” Now that newspapers no longer determine what makes the headlines or sits above the fold, readers are increasingly in control of what they consume, how frequently, and by whom. Here at ScribbleLive we decided to do a quick survey of the marketing team to see where and how we consume the news:by Jen Taylor John LuteDirector of Influencer and Content MarketingTwitter. This channel is my lead "source." I'll consume immediate "news" in the moment and sporadically throughout the day. If I want to go in deeper, I'll save the link to a reading list for evenings, commutes, or weekends.Online News Sites. On evenings and weekends I tend to read Medium, the New York Times and The Globe and Mail for deeper dive news, opinions and editorials, or other interests.Podcasts. I listen to podcasts on my commute every day, either for entertainment or for industry news and topics relevant to my job.by Jen Taylor Jen TaylorContent Marketing SpecialistFacebook. I’m passionate about politics, so I like to be in-the-know when it comes to breaking news events. I have a few different strategies for keeping on top of the news and making sure I am reading coverage from several different sources. I like to follow all of my favourite news organizations like the New York Times, AL Jazeera, CBC, the BBC, and the Washington Post on Facebook so that my News Feed literally becomes a “news feed” of curated content from my favourite news organizations. I can sift through the major headlines from all my preferred papers at once, instead of visiting each site individually.Email Lists. I’m also always looking to improve my craft, so I take advantage of curated email lists from my favourite authors (like Austin Kleon). Email lists deliver the most relevant content directly to my inbox, meaning I don’t have to spend my free time scouring the internet for content. Podcasts. I’m not always in front of a computer so I’ve become a pretty avid podcast listener. Whether I’m walking to work or running on the treadmill, I can take in some long-form journalist or quick updates via podcasts. I subscribe to Planet Money, The Economist Podcast, Radiolab, and This American Life (to name only a few).by Jen Taylor Lucas EspinUI/UX DesignerTwitter. I'm not huge on reading the news, but what I do see I get mostly from my Twitter feed. I’m also exposed to a lot of news stories through Facebook when my friends post articles, but I prefer Twitter because it’s like a curated list of links from the people I like.Podcasts. I also catch a lot of news through Podcasts like Radiolab, Freakonomics, and Hidden Brain. They dive into topical issues and they’re easy to listen to during my commute to work.Apps. In terms of industry news, I like Panda UI and Designer News. Both are apps that create curated lists of relevant content from around the web. Designer news lets people vote on articles and discuss them, creating a platform for people in the industry to form a community around topical issues. Sometimes the best reads aren’t the articles themselves, but the instances when someone asks a question and the community responds with their two cents. by Jen Taylor Sarah DiotteInfluencer Marketing & User Generated Content SpecialistTwitter. I have several Twitter lists that cater to the type of news I’m looking for like Business and Tech News, Breaking News, McMaster University Alumni updates, celebrity news, etc. These lists help me refine what I’m reading based on my needs. When I browse Twitter for news, I’m generally looking at local stories, traffic, breaking news, and tech updates. I’ve also noticed that many news-oriented Twitter accounts now offer “5 Things to Know Today” posts, which is great for when I’m running low on time but want to stay informed.Reddit. I find that on Reddit there is generally a more well-rounded and globally focused offering given the number of subreddits and the geographic spread of users posting. However, the main reason I use Reddit for news is because of the comment threads. They offer a wealth of opinions and often point to other sources and links to supplement the original article. This definitely creates a much more engaging and interesting experience when you can see what others are saying, posting, and sharing!by Jen Taylor Gary ParkinsonSEO SpecialistGoogle Mobile. I am part of the mobile millennial shift, so I search for news and conduct Google searches on my smartphone throughout the day. I like to follow the headlines both in Canada and abroad, and frequently check for updates on stories that interest me. Browsing on my mobile keeps me up-to-date while I’m on the go.LinkedIn. I also like to keep up with industry news on LinkedIn. The site helps me stay updated on industry news and stay in touch with my peers. LinkedIn groups are also a great place for professionals from the same industry or with similar interests to share relevant content and news.Apps. I need my hockey fix, so the Sportsnet news app is essential!What’s above the fold? Who cares.Though everyone on the team has their own strategy for getting the news, two common threads appeared in our answers. We were all looking for ways to find relevant information, and many of us are searching for something beyond just the facts - something resembling a community.RelevancyThere is so much news out there, and we’re often on the run. How do we keep updated in the moment without spending hours combing through every news site? Browsing Twitter, subscribing to curated content lists, and downloading apps all help us get to the news we actually want to read. This doesn’t just mean the world’s top headlines, but any news related to our specific roles and unique interests.For newsrooms, this shift in the landscape is more than simply adding an online component to their news coverage. It requires a fundamental shift in the way they broadcast information and the way consumers expect to interact with it. “As much as consumers have changed the tools they use to get information, newsrooms have changed the tools they use to present the news and gather it. Facebook and Twitter have become heavily ingrained in the process,” explains former TV and radio reporter John Boitnott.Many of our strategies (like Twitter lists, LinkedIn groups, or apps) not only weed out potentially irrelevant content, but also satisfy us in those “need-to-know” micro moments that pop up throughout the day. These social channels and quickly digestible content help us get the news in the few minutes we have while waiting for the subway, eating lunch, or admittedly, while procrastinating as I write this very article.CommunityAnother trend we identified is the desire to be part of a community. Readers don’t just want to be informed, they want to discuss what they’ve read and add their own two cents. The New York Times took advantage of this inclination and built an online community so strong that it has helped them surpass 1M paid subscribers, delivering 90% of its digital revenue.For today’s reader, a peer’s comment may be equally as important as the facts themselves. “Millennials look to social media for an authentic look at what’s going on in the world, especially content written by their peers whom they trust,” says Forbes. The modern reader also wants to play more than just a passive role - they want to be involved and engaged. Online blogs and social channels present the opportunity for these communities to develop and exchange ideas.News agencies are also relying more heavily on their readership to participate as journalists. News coverage isn’t just shared by the reporters on the ground, but also by eyewitnesses filming with their smartphones. Viewers are getting increasingly comfortable with seeing the shaky and grainy footage from a mobile phone integrated into the top news agencies coverage of an event.The TakeawayThe way we consume the news is changing in the information age.Readers want quick, digestible, news content in the moment.Readers use social channels, email lists, and other social media tools to find relevant information.Readers want more than just the facts, they want a space where they can share their thoughts and hear what their peers have to say. News agencies can’t just publish the news in one place. Readership habits are evolving and your reporting must now live in new formats on multiple digital channels.These takeaways aren’t just relevant for news agencies - they also apply to any brand publishing content for its audience. Creating an omni channel experience ensures that your content and product are in front of consumer’s eyeballs regardless of what combination of social media channels and websites they live on.