As social media algorithms push news further down the feed and SEO strategies become less reliable, The National, a leading English-language news outlet in the United Arab Emirates (UAE) has turned to user registration to keep readers engaged.
Since 2017, when the publication was acquired by an investor and relaunched, it has been rethinking how to stay relevant in an increasingly crowded digital space. Unlike audiences in the West, who are familiar with online news subscriptions, the idea of paying for digital content is still relatively new in the UAE, said editor-in-chief Mina Al-Oraibi.
But that is slowly changing. So, two and half years ago, The National chose a middle ground — they did not go for full subscriptions but instead decided on free user registration.
This move was not just about getting readers on board; it was about better understanding what their audience wanted, something a print paper does not allow editors to do. By encouraging users to register, The National could tailor their content more effectively.
A growing English-language audience
With over 200 nationalities living in the UAE, English is the key language for reaching a wide audience. While many UAE-based outlets publish in Arabic or both Arabic and English, The National has carved out a niche by focusing solely on English-language news to stand out against tough competition.
Their content ranges from global stories like migration and AI to regional issues, but stories are always told from the UAE’s perspective.
"Our aim is to tell stories that matter to people here, whether they’re about the Middle East or the rest of the world," Al-Oraibi explains.
Tackling climate and refugee crisis reporting with constructive journalism
Like any news outlet, The National struggles with dwindling audience engagement with vital but depressing stories.
Climate change, for instance, is hitting close to home. With summer temperatures regularly soaring above 50°C and water becoming scarcer, people are feeling the effects of climate change in their daily lives. The same goes for stories about growing numbers of refugees who seek safety as conflicts intensify in the Middle East.
To curb growing news avoidance, The National launched its Beshara newsletter, which means "good news" in Arabic. Every Friday, the newsletter highlights positive-impact stories, giving readers a break from the doom and gloom.
The concern about the impact of negative stories on mental health is not restricted to audiences. The National is actively working to support its journalists, especially given the tough topics they cover. Al-Oraibi knows this all too well — she started her journalism career during the 2003 Iraq War, a conflict that deeply affected her as a British-Iraqi.
"We all have biases, and as long as we're aware of them, that's the best we can do," she says, adding that covering wars and conflicts, like the one in Lebanon, hits close to home for many journalists.
The newsroom offers healthcare coverage that includes mental health support, but many journalists are reluctant to take advantage of it. So The National has partnered with the Rosalynn Carter Fellowship to train journalists on how to report on mental health topics and look after themselves and their colleagues.
Digital transformation and beyond
The National has 4.9 million average monthly unique users from around the world, 24,000 app users, 4.64m social followers, 270.5k subscribers to its 14 newsletters, and features popular podcasts such as Beyond the Headlines, Year of Elections, Culture Bites, Trending Middle East and Business Extra.
As part of its ongoing digital transformation, it has also embraced video content. These formats are increasingly popular amongst younger audiences, something Al-Oraibi is optimistic about.
"Registration has allowed us to build a stronger relationship with our readers. It’s not just about driving traffic anymore, it’s about really understanding what people want and need from us."
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