I was 22 when I started journalism full-time – September 2002 to be precise, and it was still pre-‘internet news’ those days.
I worked on a Sunday newspaper, and can distinctly remember a news scenario in which (1) advertising revenue had yet to be diverted to online, and (2) no 24/7 doomscrolling for news.
23 years later… are today’s readers weaning themselves off the need to be constantly plugged in to the social chatter all day long, and instead rediscovering a dimension where news can be consumed in scheduled, focused windows?
I think any business or band can understand that this division is as insightful as it’s essential.
1. Let’s acknowledge the split
Not everyone is glued to their phone. Digital-native consumers might be “always on”, but there will be significant audience segments – maybe older, or more affluent, surely more brand-loyal – that prefers structured, low-noise news consumption.
✅ Understand your audience by media consumption behaviour, not just stereotypical demographics.
✅ Build messaging strategies that cater to both real-time engagement and slower, considered content.
2. Time sensitivity vs. timeless messaging
In a 24/7 news environment, relevance can be fleeting. It’s a tricky game: chase any trend rand you risk appearing insincere or reactive; timeless content on the other hand may miss the moment entirely.
✅ Don’t ignore agile content for breaking moments (e.g., Twitter/X, Instagram Stories/TikTok).
✅ Pair it with evergreen brand messaging (e.g., newsletters, thought leadership) for the “slow news” consumer.
3. Trust is a true brand currency
News is polarised, (thankfully) curated, but overwhelming – the scarce ingredient will always be trust. Consumers who avoid the 24/7 cycle gravitate toward voices and brands they trust.
✅ Invest in content that builds credibility: transparency reports, behind-the-scenes stories, expert commentary.
✅ Be consistent across channels – credibility is easily eroded by conflicting messages.
4. Choose your channels wisely
You don’t need to be everywhere if the “not always on” audience seeks you out in a trusted environment – like an industry newsletter or a premium publication – which often has more impact than a barrage of tweets or a single Facebook post.
✅ “High-trust” channels matter for the traditional consumer.
✅ Digital-first consumers will want to see you roaming in social and mobile-native landscapes.
5. Can we really hijack the news or social chatter?
It is easy to think that rushing to comment on every headline might be ‘necessary’ – but it sounds desperate, especially with audiences who are sceptical of corporate voices in sensitive conversations. It might backfire.
✅ Be selective with real-time commentary – not every moment is yours to own.
✅ Prioritise relevance and authenticity over speed.
6. Layered content strategies
Not all content needs to hit everyone at once.
Staggered or layered strategies can cater for the always-on, and time-boxed audiences, so that they engage with your message when they are most receptive.
✅ Launch with immediate buzz, but follow with in-depth storytelling.
✅ Track engagement to understand cadence.
7. Consider news fatigue!
The “always-on” world will lead to burnout. Consumers do actively avoid news – and by extension, brand content that feels like more noise.
✅ Make space for quiet messaging: moments of positivity, humour, inspiration.
✅ Sometimes, the best strategy is to not add to the noise.
The modern news cycle is fractured, noisy, and complex. Crafting smarter, more empathetic brand messaging that cuts through the clutter and truly connects, is still necessary.
Thinking of how to connect with readers and audiences?
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