A revolutionary way of understanding audience behaviour has been updated: newsrooms must provide more than news updates if they want to remain relevant and useful
Subscribe to the Journalism.co.uk podcast on Apple Podcasts, Soundcloud and Spotify
In 2018, the BBC unveiled a game-changing concept: the user needs model. Then-digital development editor of BBC World Service, Dmitry Shishkin defined six different reasons why people engage with the news and how a deep understanding of these can take your newsroom strategy to a whole new level.
Newsrooms like Vox, Vogue, The Conversation and The Atlantic have been inspired by the concept and tweaked it to make it their own.
Five years later, Shishkin reveals an updated user needs model 2.0 to the world in partnership with smartocto, an editorial analytics provider. They have added two new user needs and refined one of the old ones.
In this week's podcast, we speak to Shishkin - now an independent digital consultant - about what is fuelling the latest developments and how to implement a user needs strategy in your newsroom to be more relevant and useful to your audience.
It's finally here. @smartocto and I present the latest and the most comprehensive news user needs model. Here, you can see its main charts and graphs. We are really excited to share this work with the publishing world. https://t.co/RhnA203ae4 pic.twitter.com/Q5mhhGDUVy— Dmitry Shishkin (@dmitryshishkin) March 2, 2023
It's finally here. @smartocto and I present the latest and the most comprehensive news user needs model. Here, you can see its main charts and graphs. We are really excited to share this work with the publishing world. https://t.co/RhnA203ae4 pic.twitter.com/Q5mhhGDUVy
If you like our news and feature articles, you can sign up to receive our free daily (Mon-Fri) email newsletter (mobile friendly).
Sign up to receive job alerts of your choice by email, or manage your subscription
Featured recruiter: click to view its vacancies
The UK’s largest independent investigative journalism organisation seeks a fact checker with proven experience in fact-checking or editing journalistic content, ideally investigations. Hybrid working
Subscribe to our newsletter for latest news, tips, jobs and more
End that deadline stress today and find help in our freelance directory
Kindred Forest partners with Volker Lehmann and local families to bring Wild Beniano Cacao from the Amazon direct to the UK for first time. The Wild Chocolate bar blends rare flavours and sustainability: 20 per cent of profits go to rainforest conservation
Our next Newsrewired conference will be in May 2025, London.
Conferences and study weeks are fantastic opportunities to get the latest updates on the industry and network with your peers
Awards are a great way to have your hard work recognised by industry experts and celebrate your teams. Here is where you can apply
If you find your social feeds a tad too heavy on men's voices, follow and connect with these fantastic women experts on indie media
How do you move print readers to digital? Are there other ways to hold on to subscribers besides a last-ditch deal?
