How news media companies can combat news avoidance is the focus of a new report released by the International News Media Association (INMA).
The report delves into the psychology of news avoidance, the costs, how to overcoming it, where human editors fit in GenAI-fueled workflows, and preventing future news avoiders.
Per the report, news avoidance is an escalating concern for the media industry, affecting audience engagement and financial stability. Factors such as news fatigue, trust issues, and the overwhelming nature of digital content have contributed to a significant decline in active news consumption.
Written by INMA Ideas Blog Editor Paula Felps, ‘How Media Companies Can Combat News Avoidance’ dives into the backstory and costs of news avoidance, then offers four key solutions for solving the challenge.
Through interviews with news industry experts, coverage from INMA master classes and town halls, and case studies, the report offers proactive steps to rebuild engagement, restore trust, and secure the future of journalism in the digital era.
Using examples from Germany’s Rheinische Post, Deutsche Welle, and Der Speigel, as well as The Daily Aus in Australia and Vox Media’s The Logoff newsletter in the United States, the INMA report illustrates how news companies are adjusting to the problem of avoidance and redesigning the user’s experience to build new relationships and foster engagement.
According to Felps, the news avoidance trend is especially pronounced among younger audiences who primarily consume news through social media platforms like TikTok, Instagram, and YouTube rather than traditional sources. As news media companies struggle to retain readership, they must rethink their strategies to reconnect with disengaged audiences and reinforce the importance of credible journalism.
