The truth is the Internet didn’t steal the audience. We lost it. Today fewer people are systematically reading our papers and tuning into our news programs for a simple reason—many people don’t feel we serve them anymore. We are, literally, out of touch.
Today, people expect to share information, not be fed it. They expect to be listened to when they have knowledge and raise questions. They want news that connects with their lives and interests. They want control over their information. And they want connection—they give their trust to those they engage with—people who talk with them, listen and maintain a relationship.
Trust is key. Many younger people don’t look for news anymore because it comes to them. They simply assume their network of friends—those they trust—will tell them when something interesting or important happens and send them whatever their friends deem to be trustworthy sources, from articles, blogs, podcasts, Twitter feeds, or videos.