Traditional news publishers face a significant hurdle generating brand loyalty and frequent usage amongst younger audiences.

This is in large part due to the use of third party news aggregators, social media platforms, and search engines to discover news content.

This project for Reach Plc combined digital ethnography, qualitative depth interviews, and a quantitative survey to identify motivations and need states for accessing publisher content, explore attitudes and understanding of different newsbrands, and identify what might drive people to follow a publisher and / or register for publisher content.

In addition, we were able to provide concrete guidance on how to optimise news content displayed in search listings and social media feeds, in order to drive traffic to publisher websites.