Category
Lifestyle
Assisted Choices
5.2
Trend score
Trend
What is the Optimized News trend?
Optimized News: With digital news significantly impacting the traditional newspaper industry, brands in this space, or entering it, are focusing on redesigning and redefining how people consume printed newspapers. This shift comes as brands look to adapt to make the industry more interesting for consumers who are now used to consuming all media in digital forms.
Insight
The consumer insight behind the Optimized News trend
Many consumers are increasingly disinterested in print news as the Internet is a more efficient resource that can be tapped on-demand. However, consumers still have nostalgic ties to print media. To diversify their reading experience, consumers look for alternatives that boast a thoughtfully curated approach and a more experimental design. As a result, readers embrace engaging and unexpected initiatives, even if they tap an older medium.
Trend themes
Themes within the Optimized News trend
Three behaviours holding the trend together01
Redesign of Print Media
Brands in newspaper industry are redesigning and redefining how people consume printed newspapers
02
Engaging and Experimental Content
Consumers look for alternatives that boast a thoughtfully curated approach and a more experimental design
03
Pop-up Newsstands
Brands are utilizing pop-up newsstands to spread happiness and share good news among consumers
Industry implications
What the Optimized News trend means for industry
Where the trend changes the playbookFor
Publishing Industry
To make printed media more interesting for consumers and engage Generation Z
For
Fashion Industry
To celebrate the past, present and future of iconic fashion trends
For
Alcoholic Beverages Industry
To create an immersive experience and inspire consumers to 'Drink on the bright side'
Workshop question
How could your brand modernize some of the more traditional aspects of its industry?
Trend signals
Trend signals for Optimized News
Trend score 5.2 out of 10, from popularity 82%, activity 67%, freshness 8%.
Popularity82%
Activity67%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Optimized News trend
5 featured examples from Mar 7 to Aug 14, 2019CategoryFashion
Futuristic Newsstand Pop-Ups
Adidas' Newsstand of the Future Envisions the Ozweego Style's Legacy
The fashion and apparel industry can explore implementing immersive retail experiences to enhance brand engagement and loyalty.
CategoryPop Culture
Humorous Politically Charged Ads
Weetabix Launches a Witty Ad That Also Boasts a Political Stance
Opportunity for food and beverage companies to use witty ads to connect with customers and make a political statement.
CategoryPop Culture
Offline Internet Newspapers
BuzzFeed Distributed a One-Off Printed Newspaper Publication in NYC
The one-off printed newspaper publication by BuzzFeed presents opportunities for innovation within the print and publishing industry, such as creating unique and collectible print…
CategoryPop Culture
Gen Z-Edited Magazines
'Mirror NextGen' is a Special Edition Daily Mirror Edited by Teens
The media and publishing industry can embrace the trend of Gen Z-Edited magazines by incorporating youth-led content creation, ensuring relevance and resonance among younger audie…
CategoryLifestyle
Joy-Sharing Newsstands
Mike's Hard Lemonade's 'Happy Feed' Shares Good News
Beverage companies can leverage customized pop-up newsstands and branded newspapers to create unique experiences for consumers and reinforce brand messaging.
