Shows
Redefining EngagementStorytelling strategy is not marketing. They are two different things.This week’s Redefining Engagement podcast guest is not from the news industry. So if you’re a news professional who doesn't normally think in terms of narrative strategy (not marketing!), you should be listening.🎬 Théo Mahy-Ma-Somga is a filmmaker, narrative strategist and founder who helps people build narrative equity – by asking one deceptively powerful question:“Why are you doing this in the first place?” …in journalism we think it sounds like 'to hold power to account' but is there more to it than that?...
2025-11-2031 min
Redefining EngagementWe asked our teams: what is your claim to your community? What do you promise them in one sentence? Most have never thought about it. But it changes everything.“We built a digital newsroom from scratch… and our most viral story was about benches.” On this week’s Redefining Engagement, we sat down with Charlie Walter, Audience Development Lead at Funke, who’s working hands-on with over 100 local newsrooms across Germany to shift from print-first to people-first.Here are a few lessons that stood out:Our favourite: 🗣 Redefine your audience relationship. “We ask teams: what’s your claim to your community? What do you promise them in one sentence? Most have never thought about it. But it c...
2025-11-0349 min
Redefining EngagementHow is your team’s productivity measured?Unfortunately listening to your readers isn't usually considered a productivity measure…This week, Francesca sat down with journalist and audience specialist Sebastián Auyanet to redefine the purpose of community engagement—and why AI might be the key to unlocking it.Here are 3 critical shifts your newsroom needs to make right now:1. Engagement Must Be Intentional Conversation 🙏Sebastián argues that true engagement involves being "very intentional about having as much close as a conversation as you can have with the very audience that you are trying to serve."
2025-10-0246 min
Redefining EngagementFrancesca Dumas, Co-founder of Contribly - Redefining EngagementThis week, the tables have turned, and our very own co-founder Francesca is stepping into the interviewEE seat.Francesca emphasises that we often don't know our audience as well as we think, and by inviting readers to speak, we can become infinitely more relevant. This means moving beyond one-way broadcasting and simple comment sections and truly inviting people into the conversation WITHIN everything we do.Here are some important takeaways from the episode:Integrate, Don't Isolate: Don't create separate "audience engagement" zones. Weave reader...
2025-09-0443 min
Redefining EngagementFilipa Matias Pereira, Editor-in-Chief at Contacto - Redefining EngagementWhat makes an audience feel seen and valued within the news? 🤔It looks like belonging and seeing themselves reflected can be a very strong indicator, and no one embodies that better than Contacto.According to Francesca’s chat with Editor-in-Chief Filipa Matias Pereira, we’re talking about a brand that has mastered the user need “Connect me” to the point where readers reach out to offer their stories without being requested. If that’s not trust, what is? Filipa emphasises that for Contacto, serving the Portuguese...
2025-08-2844 min
Redefining EngagementChristopher Brennan, Co-founder at Overtone - Redefining EngagementIs your newsroom red people vs. blue people? Do you think you could motivate them to become Purple People? 💜The biggest challenges we face in media are often people problems, not tech problems, but as Christopher Brennan says in our latest Redefining Engagement interview, “now that tech is about words”, could this be the perfect opportunity to get more red people on board with change? Which industry is better at words than ours? Christopher Co-founder & Chief Product Officer at Overtone, is an ex-reporter who turned...
2025-07-2237 min
Redefining EngagementJessica Bulthé, Chief Data & Insights Officer at Mediahuis - Redefining EngagementWhy is simpler better when it comes to measuring audience engagement? Because it’s actionable for everyone. 🧠This week on Francesca's virtual sofa, we're getting super actionable with Jessica Bulthé, Chief Data and Insights Officer at Mediahuis! 🚀She oversees data for 6 countries, 20+ editorial rooms, and 8+ B2C teams – meaning she knows a thing or two about what truly drives audience engagement. Jessica reveals that while complex formulas like FT Strategies' Recency, Frequency, Volume (RFV) have their place, Mediahuis's extensive research led them to a simple and p...
2025-07-1047 min
Redefining EngagementDmitry Shishkin, CEO at Ringier Media International - Redefining Engagement🤔Have you ever considered these insightful questions within your newsroom? They could be the difference between setting yourself up for maximum audience engagement or secretly holding you back. ⛓️This week, Francesca sits down with Dmitry Shishkin, CEO of Ringier Media International and visionary of the brilliant ‘User Needs’ model. Get ready for a powerhouse discussion that will make you rethink how your newsroom connects with its community. Here are some taster questions to consider: 📈Is your newsroom's org chart really set up for maximum audience engage...
2025-07-0344 min
Redefining EngagementNic Dawes, Executive Director at THE CITY - Redefining EngagementLocal and Hyperlocal newsrooms - listen up!How is tangible impact measured? 📏 Francesca sits down with Nic Dawes this week, Executive Director at The City, a non-profit local newsroom in NYC. Nic shares perspectives on how to build engagement that serves public interest and mission outcomes. 💪So how does this work for The City and what can you learn from it? One of the ways The City measures success is by its real-world effect. 🌎This means:🧑⚖️Real-world policy change: Laws...
2025-06-2644 min
Redefining EngagementAnugrah Agnihotri, Founder of Dot.News - Redefining Engagement🤔A university can charge a student thousands, yet that student is never a ‘customer’. 🧑🎓💰That’s the exact mindset our latest guest, Anugrah, is using to build his news startup, Dot. With a vision to counter the current problems facing news brands and how they are perceived by the public, he believes the goal of audience engagement isn't just to gain loyalty—it's to make your readers feel like insiders. 🎙️In this week's episode, Francesca dives into how Anugrah is building his publication turning readers into true advocates through: 🤝 Radical Transpar...
2025-06-1945 min
Redefining EngagementKiki De Bruin, Journalism Researcher PhD - Redefining Engagement🚀 News Avoidance: Will this open your eyes or will it resonate with you? Are you scratching your head wondering why some readers disengage, or why "news avoidance" is such a buzzword? This week, Francesca sat down with leading researcher Kiki de Bruin, who has spent 5 YEARS studying 4,400 self-identified news avoiders.Kiki reveals that "news avoidance" is a deeply misunderstood term. To start with, in this digital age, people have different understandings of WHAT NEWS EVEN IS. News avoidance isn’t about people ignoring all information. In fact:
2025-06-0551 min
Redefining EngagementRishad Patel, Co-founder & Head of Product & Design at Splice Media - Redefining Engagement🎙️ Journalism is meant to solve a problem. Are you open to a radical change within your news brand? If so, it is a must that you hear this week's chat. Francesca sat down with Rishad Patel, Co-founder of Splice Media, who argues that traditional audience engagement often misses the mark. 🎯He describes the "journalism industrial complex" as focusing on supply – creating content we deem important, then trying to market it. 📉Rishad’s counter:💡 "Why create a need when you can meet a need?"...
2025-05-151h 12
Redefining EngagementCatarina Osório, Publishing Manager at Contacto - Redefining Engagement🇵🇹Don’t underestimate the power of the Portuguese mentality and keeping things simple! 🧲This week, Francesca chats with Catarina Osório, Publishing Manager at Contacto (Mediahuis Luxembourg), about the often overlooked nuances of audience engagement. With over 100,000 Portuguese people in Luxembourg, Contacto has built up a large community that spans generations, creating its own challenges in audience engagement. 🧓👶🧒⚠️ Catarina highlights a critical point for news publishers and journalists: "Everything happens so fast right now... if you lose time, you might lose the game." Readers have higher expectations than ever before.🗝...
2025-05-0837 min
Redefining EngagementMadeleine White, Co-founder at The Audiencers & VP Marketing at Poool - Redefining EngagementHow do you walk the line between frustrating readers and driving valuable engagement? 🤔🎧This week on Redefining Engagement, Francesca spoke with Madeleine White, VP Marketing at Poool and Co-founder of The Audiencers, about the delicate balance publishers need to strike to convert casual readers into loyal subscribers. 💙Madeleine highlights that every conversion (newsletter sign-up, app download, subscription) involves a degree of "frustration" (paywalls, pop-ups). 🔑 The key is understanding each reader's engagement level and tailoring the "frustration" accordingly. Show a paywall to someone who's new to your site...
2025-04-2957 min
Redefining EngagementFabienne Meijer, Head of Journalism Products at The OCCRP - Redefining Engagement📢 Stop Guessing, Start Listening: Engaging Your Audience Beyond the Dashboard 📢This week on Redefining Engagement, Francesca spoke with Fabienne Meijer, Head of Journalism Products at The OCCRP. Fabienne dropped some serious truths about how newsrooms need to rethink their approach to audience engagement.👂Hear about:- Strategic vs. Tactical Research : Are you just trying to get people to consume existing content, or are you crafting journalism in service of your community?- Community over Global Audience: Focus on building meaningfu...
2025-04-0250 min
Redefining EngagementLars K Jensen, Audience Lead at Berlingske Media - Redefining Engagement📣 What motivates journalists to engage with their audience? It might not be what you think!In this week's episode, Francesca speaks with Lars K. Jensen, Audience Lead at Berlingske Media, about the importance of cultural shifts in newsrooms. Lars asks a powerful question: Are reporters being rewarded for engaging with audiences/readers? 🤔Are they incentivised for it? Lars challenges us to rethink how we appraise their work.If they were praised for how well they engaged, what do you think t...
2025-03-201h 06
Redefining EngagementAndrew Webb, Founder at Connectopia - Redefining Engagement“We need to know our audience in real time.” Are you pouring hours into content that's just not landing? You're not alone 😔In our latest episode of Redefining Engagement, Francesca spoke with the brilliant Andrew Webb about the crucial link between content creation, data, and achieving a real return on investment. 📈Andrew hit the nail on the head: "The absence of understanding that data is probably what is creating quite a lot of inefficiency." 💭He argues that just like any brand advertising campaign, content creation shou...
2025-03-1244 min
Redefining EngagementJuan Carlos Lopez Calvet, Director of Data & AI at Schibsted News Media - Redefining Engagementℹ️ Defining Engagement... Media brands - Where is the line between informing the public and "hooking" them into the screen? 👀Is your definition of "engagement" benefiting your readers or just your short term bottom line? Juan Carlos Lopez Calvet, Director of Data & AI at Schibsted Media, shares a crucial perspective: We don't want engagement for engagement's sake - we want informed citizens. He discusses the tension between chasing engagement numbers and providing valuable, meaningful content. 💙📲Engagement shouldn't be about keeping users glued to the screen, but about providing valuable information that keeps them coming back. 🫰Schibsted's approach? A metric that fits a variety o...
2025-03-0646 min
Redefining EngagementYunus Emre Oruc, Audience & Content Strategist - Redefining Engagement“Focus on the “flabby middle” of the audience funnel”and “Is the news industry truly representative of the communities it serves?” 🤔This week on Redefining Engagement, Francesca Dumas sits down with Yunus Emre Oruc to dive deep into audience engagement strategies. Yunus, with his extensive experience at Al Jazeera Turk, TRT World, and Middle East Eye, shared some powerful insights. 🏋️Firstly, he touched on Sarah Marshall's 2025 prediction Niemen Lab, highlighting the shift from the traditional funnel to a trapezoid model, emphasising audience retention and engagement more than ever! Sarah Marshall reframes your u...
2025-02-2848 min
Redefining EngagementCyrille Frank, Fondateur de Mediaculture.fr - Redefining EngagementL'excellence journalistique seule ne suffit plus.Nous devons comprendre les mécanismes économiques et les stratégies de marketing qui stimulent l'engagement du public et, en fin de compte, la pérennité des médias.Un contenu de qualité est Roi, mais la valeur qu'il apporte est Reine (et c'est elle qui porte la culotte !) 👑➡️🚀Cyrille Frank a vraiment partagé une sagesse profonde sur ce qu'il faut pour que les médias prospèrent. 🫡Cette semaine, dans notre podcast "Redefining Engagement", Francesca s'entretient avec Cyrille, un journaliste chevronné et consultant en médias ayant une expérience en publicité. 💪L'un de ses points clés ? "La...
2025-02-201h 18
Redefining EngagementMartin Vodermair, Editor in Chief at OVB24.de - Redefining Engagement📣 Is your team rowing in the same direction? 🚣 This week on Redefining Engagement, Francesca sits down with Martin Vodermair.
Not only has Martin been shortlisted as one of the best editors in chief of Germany for his adaptation and implementation work on Dmitry Shishkin's user needs model!! 🤩
OVB24.de also won an INMA Global Media Award for "Best Innovation in Newsroom Transformation". 🏆 And for the newsbrand’s 15th birthday they made a whole series explaining how they 'make the news'.
♥️ What a fantastic way to build trust !
2025-02-0642 min
Redefining EngagementJoe Cawthorn, Content Strategist at National World - Redefining EngagementAudience engagement isn't just a metric; it's a mindset. 🧠
This week's episode really hit home on something crucial.
Joe Cawthorn, Content Strategist at National World highlighted, "if the journalists and the editors don't buy into the reason WHY they are doing it, then it will just be a box ticked. 'I've sent that newsletter' or 'I've sent that message'. The journalists require an understanding of why it's important."
It's not enough to simply check the box and say, "We've engaged with the audience today." It's about deeply unde...
2025-01-2859 min
Redefining EngagementCharlotte Maher, Social Media Editor at Bellingcat - Redefining EngagementWe can learn so much about community engagement from Bellingcat’s way of working. 🐈⬛
Community engagement is central to their mission, empowering individuals to participate in their investigations. It is clear that their focus is what is best for their community.
♥️So what does putting their community at the heart of their work look like in practice?
For their members this means:
- Joining a mission that is clear, exciting and that they know they can be actively part of = Buy-in
- Being...
2025-01-231h 19
Redefining EngagementJeremy Clifford, Founding Director of Chrysalis - Redefining Engagement 🙋Have you asked yourself these questions lately?
🗞️Have you changed your journalism to try to connect better with your audience? If so, how?
🔍Have you worked with your journalists in your newsrooms to change:
The way that you present stories?
How you research stories?
How you distribute them?
🥷What is your purpose/ mission as a brand? What do you want to be known for?
🧑💻 Have you done the work to understand what your user needs model should be?
♥️How do you foster loyalty? How do yo...
2025-01-161h 00
Redefining EngagementGwyn Nissen, Editor-in-Chief at Der Nordschleswiger - Redefining EngagementWhat is important when it comes to audience engagement?
📣 This week’s Redefining Engagement guest, Gwyn Nissen, editor-in-chief of Der Nordschleswiger, a media brand for the German minority in the southern part of Denmark, reminds us that engagement is being close to your audience, understanding their needs and how they can actually benefit from engaging.
Often when we think of engagement, we think about what we can have and not so much what the audience actually gets by contributing and engaging with us.
2025-01-0944 min
Redefining EngagementSophie Van Oostvoorn, Author of The Audience Dispatch - Redefining Engagement🔊 Are you looking at audience engagement as clicks, time on page or app downloads?
We forget how our articles can impact the reader. It's about more than just numbers. 🔢
Sophie Van Oostvoorn, former editor-in-chief of C.Tru, challenges this perception in our latest Redefining Engagement chat. She shares invaluable insights on how newsrooms can move beyond the metrics to create real connections with their audience. 🪴
2024-12-1941 min
Redefining EngagementJohannes Niemeläinen, Data Manager & Team Lead at Keskisuomalainen Group - Redefining EngagementIn today's media landscape, we understand audience engagement is paramount. But how do you truly connect with your readers in a meaningful way? We sat down with Johannes Niemeläinen, Data Manager at Keskisuomalainen Group (One of Finland's largest regional publishers), to explore this crucial question. 💡
Johannes brings a unique perspective through his journey from editor to now data manager, blending traditional newsroom experience with a data-driven approach. 📊📈
2024-12-1332 min
Redefining EngagementBence Arany, Founder of Mindset Pszichológia - Redefining Engagement"We shouldn't target everybody with an engagement policy...We should pick the engaged or the possible engaged users." Bence Arany, Founder of Mindset Pszichológia, drops truth bombs about audience engagement in this episode of Redefining Engagement.
2024-12-0543 min
Redefining EngagementGerson Veenstra, Editor-in-Chief Online & Interaction team at EenVandaag - Redefining Engagement“Now is the time to really invest in bonding with your audience and trust, because, well, if you can find the answer anywhere without going to the source, maybe loyalty is the only way.”
We speak with Gerson Veenstra, Editor-in-Chief Online Team and Interaction Manager at EenVandaag, a Dutch news show reaching over 800,000 viewers daily.
Gerson’s journey is nothing short of inspiring; transforming their approach to media audience engagement from a small experiment into a fully-fledged interaction team showcasing how embracing a human-centric approach, even on a large scale, can lead to phenomenal results.
2024-12-0550 min
Redefining EngagementMattia Peretti, Founder of News Alchemists - Redefining Engagement💡The evolving mission of journalism - "I think to me it's about expanding what is the usual definition of the mission of journalism that we are used to." 💡
📣 This week on Redefining Engagement, Mattia challenges the conventional metrics-driven approach to audience engagement in journalism, urging a shift towards a more ethical and impactful model. ⚖️
He uses the example of Il Post 🗞️, an Italian digital-only news organisation, to illustrate a successful, audience-focused approach, highlighting their unique strategies for building trust and fostering meaningful engagement. As Mattia says, "It's audience engagement in a way that actually engages, in a way that I feel I am contri...
2024-11-2148 min
Redefining EngagementJem Collins, Director at Journo Resources - Redefining Engagement📣 This week’s Redefining Engagement, we have a great conversation with guest Jem Collins, Director of Journo Resources.
Jem reveals how their unique approach to audience engagement fosters deep connection and sustainable growth. The Journo Resources audience divulge that they believe in the brand, who they are and what they stand for.
Discover how they co-create, prioritise user experience, and close the feedback loop to build a loyal community. ♾️
Some teaser quotes 😉
👥 "Audience engagement is about depth and connection. It's not just views, but how deeply people engag...
2024-11-1455 min
Redefining EngagementKevin Walsh, Editor in Chief at Nordjyske - Redefining EngagementHappy Halloween everyone. What is your biggest fear? 👻👻👻
Kevin Walsh, Editor-in-Chief of Denmark’s Nordjyske, joins the podcast this week. In Kevin’s words: “What I fear the most: How far does it go before people actually understand how important journalism is. How far do we need to go? Do a lot of new brands need to die before people actually see that it's important? Hopefully we can survive by rebranding.”
Moving from national news to leading a hyperlocal brand, Kevin shares an unfiltered look at the highs, lows, and surprises of...
2024-10-3156 min
Redefining EngagementAlastair Lewis, Owner of Quested Consulting - Redefining Engagement🚀🚀Today’s guest has a strong background in magazines —offering a fresh perspective on media audience engagement.
Meet Alastair Lewis, CEO of FIPP, 🌏 the global trade association for media owners. Alastair connects publishers worldwide, helping them expand their reach and innovate in audience engagement. Alastair is a seasoned media leader with over 20 years of experience at Haymarket and Future Publishing and now runs his own consultancy, Quested Consulting, where he’s been helping media companies around the world tackle the biggest challenges.
He sounds like the perfect person to discuss audience...
2024-10-2856 min
Redefining EngagementRianne Roggema, Founder of Practic - Redefining Engagement🎙️Today’s guest, Rianne Roggema - Founder of Practic, brings a truly unique perspective on community engagement in the media industry, blending deep expertise in tech & marketing.
Some of Rianne’s most compelling insights in this episode:
👍😍Is your audience truly engaged, or just reacting? – Rianne challenges us to distinguish between fleeting reactions and meaningful interaction. She argues that the real value lies in engagement on your own platform, not just on social media.
💰A deeper look at measuring success – It’s not just about likes or clicks. Rianne believes in a more brand-centric ap...
2024-10-1422 min
Redefining EngagementAlexandra Folwarski, Founder of Ottakringer Flâneur - Redefining Engagement🎙️ Next on Redefining Engagement : Alexandra Folwarski 🚀
Calling all hyper-local journalists! If you're looking to build a loyal audience before launching your own newspaper or media platform, this episode is for you. 📣
Build a strong community around your media project before you even hit "publish."
What does it truly mean to engage your audience in today’s media landscape? According to Alexandra Folwarski, Team Leader at Media Innovation Lab at Wiener Zeitung and Founder of the local journalism platform Ottakringer Flaneur, "Real engagement is actually something tha...
2024-10-0741 min
Redefining EngagementCecilia Campbell, Co-Founder of Innovate Local - Redefining Engagement📣 In this week’s Redefining Engagement, we are thrilled to welcome Cecilia Campbell, Senior Strategy Advisor at United Robots & Co-founder of WAN IFRA Innovate Local. Cecilia is a seasoned media journalist with over 20 years of experience and has been at the forefront of the global news publishing industry, influencing how media organisations build and retain engaged audiences.
Enjoy:
📍A variety of Audience Engagement success stories!
Find out:
📊 The role of technology and data in enhancing journalism and how automation can free up journa...
2024-09-3032 min
Redefining EngagementRachel Middlewick, Founder of The Positive Consultancy - Redefining Engagement📣 In this week’s Redefining Engagement, we have a captivating conversation with our impressive guest Rachel Middlewick, Founder of The Positive Consultancy, a true visionary in the world of media and content strategy.
Learn:
🤝 Why shared clarity in your organisation is key to overcoming common pitfalls in engagement strategies.
📊 How to transition from focusing on raw, top-line metrics to understanding the more nuanced factors that lead to deeper audience connection.
🧑💻🫴The importance of tech as a facilitator—supporting, but not driving, your audience engagement strategy.
Rache...
2024-09-2434 min
Redefining EngagementMarkus Rask Jensen, Director of News at Amedia - Redefining EngagementIn this episode of Redefining Engagement, we dive deep into a compelling success story in the subscriber revenue space! Our special guest, Markus Rask Jensen, Director of News at Amedia, shares their ‘digital-first’ transformation.
Markus gives us an insider’s perspective on shifting Amedia’s focus from simply ‘producing important journalism’ to producing important journalism that people actually read and subscribe to. His candid insight? “If we don’t engage with our audience, we are going to die.”
Amedia now generates 70% of its revenue digitally, and Markus walks us through how their...
2024-09-1742 min
Redefining EngagementJesse Beentjes - Redefining EngagementToday’s episode features Jesse Beentjes—journalist, coach, strategist, writer, and editor—who brings a wealth of knowledge and unique insights on how audience engagement is transforming the way journalists connect with their readers.
In this episode, Jesse shares his invaluable experiences on why engagement is essential for journalists to understand what truly matters to their audience and how gathering input can help shape better, more inclusive stories. He also explores how the role of engagement has evolved in the media, feeding curiosity and enhancing journalistic neutrality.
If you're curious about:
How media is shifti...
2024-09-0948 min
Redefining EngagementPatty Michalski, Senior Vice President of Content, Strategy, and Innovation at Hearst - Redefining EngagementWelcome back to Redefining Engagement. In today’s episode, we’re thrilled to have Patty Michalski, Senior Vice President of Content, Strategy, and Innovation at Hearst, joining us to share her expertise on how to cut through the noise and build lasting brand loyalty.
Patty takes us behind the scenes at Hearst, revealing how their evolving 'North Star' definition of engagement helps deliver ongoing value to subscribers. She also dives into the importance of continuous learning, iteration, and refining engagement strategies to stay ahead in an ever-changing media landscape.
If you're interested in:
Building dire...
2024-09-0930 min
Redefining EngagementThomas Schultz-Homberg, CEO KTSA - Redefining EngagementHave you ever wondered what Engagement means for the CEO of a 400 year old group of hyperlocal news brands based in Germany?
In this Episode of Redefining Engagement, Thomas Schultz-Homberg CEO at KStA Media shares his wisdom and insights into all things engagement including how to approach measuring engagement - from uniques to depth, and the hurdles brands face when engaging their audiences.
2024-09-0938 min
saas.unboundHow to understand your SaaS customer goals with Francesca Dumas @Contriblysaas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies. In episode #22, Anna Nadeina talks with Francesca, Co-founder at Contribly - Helping publishers and media brands increase revenue, trust and relevance via smarter UGC engagement strategies.Subscribe to our channel to be the first to see the interviews that we publish twice a week - https://www.youtube.com/@saas-group Stay up to date: Twitter: https://twitter...
2024-05-2744 min