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Four types of news consumer

Heritage News Consumers, Dedicated News Devotees, Passive News Absorbers and Proactive News Lovers – these are the four categories of millennial news consumer, according to a new report by the Reuters Institute for the Study of Journalism. The report, called How Young People Consume News and the Implications for Mainstream Media, will prove interesting reading for the news publishers that are currently failing to capture the attention of the under-35 audience.

So what do these four categories mean? The report finds that Heritage News Consumers and Dedicated News Devotees are driven by brand, urging publishers to make it easier for the former to consume news in their busy routines, for example via innovative tech. For Passive News Absorbers – those who do not have a regular relationship with any news brands – it recommends publishers find ways to ‘raise the prominence and value of your brand… with seamlessly absorbable headlines, images and short videos’. Meanwhile, there is no need to convince Proactive News Lovers ‘of the rewards of news’. Instead, brands should help this group be ‘the curator’ by making it easier to fit content into third-party platforms or allowing content to be compared with multiple sources.

Death of the news app

The report also found that Instagram was the most-used app on almost all the users’ phones – but no news apps (with the exception of Reddit) were within the top 25. ‘News apps take a… backseat role both in terms of the number of phones they appear on, and the amount of time given to them when they do appear,’ the report says.

He’s back

Andrew Neil attracted 800,000 viewers during the first episode of his new BBC Two show. The Andrew Neil Show aired for the first time on Wednesday to an audience larger than rival programme Peston on ITV. Rob Burley, the BBC’s live political programmes editor, tweeted the figures, describing them as ‘very healthy’.

Speaking of success, BBC Parliament achieved an all-time ratings high on Tuesday as Boris Johnson suffered his first defeat as Prime Minister. Around 1.5 million viewers tuned in across 24 hours.

Also a good week for…

The Telegraph, which signed up just over 15,000 subscribers in August. The increase in numbers is in part driven by the publication’s politics coverage, which generated more than 2,000 subscriptions alone, according to the Press Gazette.

Meanwhile, the Telegraph’s Saturday lifestyle magazine will have ‘more content’ and a new ‘Downtime’ section from this weekend. New features will include Sudden Entrepreneur, My Saturday and Change of Life in addition to ‘refreshed’ food pages, Saturday Supper Club and Tried and Tasted.

Bad week for…

Money Management. The Financial Times Group’s monthly magazine, once described as the ‘bible’ of financial services, has closed. The magazine had a monthly circulation of 8,000, with 70% of copies distributed for free. The FT has said it will continue to serve readers via the FT Adviser website.



Oliver Ralph will now edit the fintechFT weekly newsletter in addition to his position as insurance correspondent at the Financial Times.

Katrina Turrill is now health editor at the Daily Express.

Rosamund Urwin is now a senior reporter at The Sunday Times, focusing on Brexit, technology and gender issues.

Sophie Morris has joined PA Media as a political reporter.

Shona Ghosh has been appointed UK tech editor at Business Insider.

Peggy Hollinger is an industry editor for the Financial Times, based in London.

Lloyd Coombes is now a consumer writer for the Daily MirrorDaily Express and Daily Star.

Tom Payne has been appointed transport correspondent at the Daily Mail.

Chris Druce is now news editor at Property Week.


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