The old axiom, “No news is good news” may end up being the mantra over the next few years.
After an overheated political battleground over the past decade (or more), heightened by the Trump Administration – punctuated by two impeachments and an insurrection – even so-called “news junkies” need a break.
And then a pandemic that shut down the world, as well as the biggest cities, institutions, concerts, and sporting events. Every time we seem to be turning the COVID corner, another variant is looming in the shadows. And finally, the war that has been consuming the news and our psyches over the last month, another reminder of man’s inhumanity to men, women, and children.
We’ve been seeing the effects of this bad news in our focus groups and Public Radio Techsurveys for more than a year now. People are exhausted by the news cycle, or better put, the perpetual motion of depressing news. We have truly been subjected to a series of unfortunate events, seemingly without letup. Even drilling down into state and local headlines brings no respite to the bad news weary.
That point was the emphasis of a recent Digiday story, “Why news publishers are using non-news content to hook readers and turn them into subscribers” by Kayleigh Barber. She makes the case the frenzy of blaring “breaking news” stories is taking a back-seat to “non-news verticals,” covering hobbies, special interest, and lighter news items.
Like food.
Barber notes how Salon has reshaped its coverage around food content, generating considerably more revenue in 2021.
Similarly, the New York Times has gravitated away from hard news, focusing also on food, as well as games. Their recent purchase of the massively viral Wordle is proof positive these non-news genres can diversify a news publisher’s portfolio, while strengthening the bottom line.
In a big way. Last December, the Times announced subscriptions to its Cooking and Games verticals each reached the 1 million mark. And they’ve discovered that like good PPM habits, “snackable” content is often best. Their Mini puzzle, launched in 2014, has been a huge hit, spawning other easy-to-play games. The company’s purchase of Wordle earlier this year tells you all you need to know about bite-sized leisure-time activities.
The Times is now looking at subscription bundles that will include its standard offering plus news features like its recent acquisition of The Athletic, the popular sports brand. It’s an offset to the maelstrom of bad news, a way to cash in on our less serious pursuits.
The Atlantic has followed suit, focusing on what it calls the “happiness vertical.” Its CEO, Nick Thompson, says the re-emphasis on more joyful content drives subscriptions, especially when readers click on adjacent content around the original story.
Ditto for the USA Today Network, focusing on landing pages specializing in genres such as true crime and health and wellness, hardly the stuff of Supreme Court confirmations, contentious school board hearings, or failed peace talks.
Parent company Gannett has also put together packages in the form of content + an app for its Sports+ service. Same with its crossword puzzle vertical.
News publishers point out that much of this lighter content is “evergreen” – it has “an infinite shelf life” – so says Gannett’s CMO, Mayur Gupta. Unlike hard news that ebbs, flows, and eventually peters out, games, food, and the like can go on forever – just like grandma’s recipes.
Apps are often the key distribution outlet for these less serious content verticals. For newspapers, in particular, they have been the conduit to consumers looking for a little escape.
What does this portend for radio – spoken word or music stations?
For public radio news outlets, local stations cannot control NPR and other network-based programming. But they can focus on hometown issues and lighter content in their local news coverage, along with feature programming and podcasts.
We’ve seen hard news bubbling under for several years now. While under 20% of the overall audience, that’s a major piece of an NPR News station’s overall cume audience. If you listen to listeners, you can hear the impact of depressing news, and the repetition of tough stories across the day or week.
Women and listeners under the age of 40 seem somewhat more fatigued by the onslaught of bad news:
Interestingly, public radio stations that mash up news and music – like Jazz, Classical, or Triple A – might have a marketing advantage at the moment. The idea that listeners can get their news fix from NPR’s “Morning Edition” and perhaps the “BBC News Hour,” and then chill with music while they work could be an apropos lifestyle reference for a growing number of public radio fans.
On the commercial side, (all-) news stations can easily skew their programming to more joyous content, including local “good news” stories, including those that shine the light on community heroes and civic progress.
For talk, the pathway may be trickier. Historically, these stations have leaned to the right, many heavily and even angrily. And given their dependence on syndicated shows, a talk outlet may be
hard-pressed to derive a whole lot of joy from its hosts.
The format has been built on conflict and controversy, not exactly the content you think of when you’re looking for upbeat stories and a shard of good news. Maybe it’s time to launch that local restaurant show and complement it with a hometown entertainment app.
For music stations, it is considerably easier to play the role of a sonic relief valve. No one chooses a rock, AC, country, or hip-hop station to catch up on current events. In fact, most tune them in to escape, relax, and get in a better mood.
But personality shows on music stations may want to pay particular heed to what appears to be a sweeping trend. Content that annoys, aggravates, or disturbs – even while containing humor – might want to be carefully planned and strategized before it airs. There just doesn’t appear to be as much room for negativity and shock at this moment in time.
Connecting a station or a show with good times, leisure activity, and healthy escape could be a sweet spot.
Promotions have taken a back seat these past two years as the pandemic has put a damper on activities – not to mention the marketing budget. As the warm weather months approach – barring another variant, of course – activity will continue to amp up.
I have conducted more focus groups than you can count already this year. And while the audiences in my Zoom rooms are very different from session to session, the mood and vibe are universal. Whether they are Democrats, Republicans, vegans, or carnivores, people want to pursue their normal activities, and do many of the things that have been on hold.
As audiences make their plans to re-engage with their families, friends, and pre-COVID activities, smart and savvy radio brands will meet them where they are. And that means, celebrating the job with listeners and fans busting to get out.
Meet and greets, station open houses, and other gatherings could connect your station and your personalities with their biggest fans at a time when everyone is ready for a little celebrating.
The smartest media brands will take note of many of the aforementioned media giants – like the Times and USA Today – and reach the conclusion that an investment in leisure assets can be good business.
Think about how much more you’ve used your phone these past couple years – to kill time, to calm your nerves, or just escape for a few minutes. Studying other media outlets reveals an increase in mobile investment, of course in the form of dedicated apps. Our smartphones 
are the essence of both portability and our lifelines.
Offering more than just a streaming utility on your apps is the gateway to cashing in on the “happiness vertical.” I’d be happy to hook you up with a great developer. 🙂
Bad news in the world, in the country, or even at city hall doesn’t portend bad times for radio outlets perceptive enough to read the psychic and cultural tea leaves.
What is your station – or your show’s – “happiness vertical?”
Find the joy, and it could turn out to be a really good year after all.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Does experiencing a “happiness vertical” mean I have to actually stop scrolling here, horizontal in my bed in my sweat pants, after an overnight spring snow in New Mexico? Think I’ll stick with a “happiness horizontal”, roll over and pull the covers back on.
Holy crap! I saw your pictures on Facebook. It reminded me of Cleveland. Hope things are sunny and warm in NM. Otherwise, feel free to hit “snooze.”
Hmm.
Perhaps it’s time for the resurgence of the “oldies” format?
After all…
GOOD TIMES, GREAT OLDIES certainly fits.
People WANT this format, Fred.
If our salespeople could only sell it, JC. It seems ironic that Oldies thrives on satellite radio and throughout pop culture. But we can’t make it work on FM radio.
This blog about a happiness vertical didn’t make me, well, happy.
I understand and share people’s exhaustion with the endless supply of negative current events that seem to be building on each other. And I, as many have, looked to places far from news reporting to escape, or at least not be reminded of them. But major news outlets shrouding the bad news with smoothie recipes and strength training regimens can, IMO only make things worse.
I share many people’s cynicism and mistrust of our institutions and the barriers to change, or even reform that have been baked into them. But wherever one stands about what needs fixing, there is one clear piece of common ground – lack of knowledge will not serve or advance it. Collective lede burying will cement those barriers and allow them to collectively pick society’s pocket while things devolve further.
News outlets, be they newspapers, TV, radio, podcasts are where we’re supposed to learn about what’s happening, good or bad. While I understand the pressure for clicks and meters, smoothie reviews where hard news used to be isn’t the answer. People are already tragically misinformed, making it harder to find real news will only exacerbate that.
Radio, in the few places where they have a commitment to news, should provide it and not apply an icky filter. As for the rest (the overwhelming majority) of radio, today’s column has provided real insight for me. People still use it to escape the things that stress them out – despite considerable dumbing down of the product that IMO, should have had more impact. Maybe in a weird way, the worse perceptions of the world get, the better is for radio.
I’m all in for places to escape the bad news – I think radio is a really good one and it should focus on being the best at that it can be. But news outlets shouldn’t play that role. “It’s the end of the world as we know it and I feel fine” is a virtual guarantee that whatever people want a break from will only get worse. Apologies for the preachiness – all of the street corners near me are already taken.
I don’t question that a news station has to fulfill its mission to inform (although I would submit it’s different on a public radio NPR News station than on WSB or KNX). But amidst the “bad news,” there needs to be a counterweight. As I point out in the post, even hardcore newshounds are burning out on the cycle of doom. Thanks for those thoughts, Bob. Maybe getting them off your chest can turn that frown upside-down.
Wow, really appreciate these well-thought out comments, Bob. I tend to agree. Yes, people need “balance” and a “break” from the news in their lives. But the news shouldn’t be the place people get that break from the news. In fact, I’d like to see more coverage–that is, “wider” coverage–not just a greater amount of coverage of the same stories. I think of a friend who listens to NPR all day long–nothing else. She is honestly the dumbest person I know. (I love her but it’s true.) She’s just not exposed to anything other than the views NPR lets reach her. And yes, that can be true for anyone who only receives their news from one perspective. But that’s the point, people need more information and more perspective than they’re currently getting. I’m just not sure smoothies are the answer–at least not from news sources.