At the training course on effective press digital transformation models organized by the Press Department (Ministry of Culture, Sports and Tourism) on the afternoon of November 24, Ms. Nguyen Thu Huong - Deputy Editor-in-Chief of VnExpress Electronic Newspaper, emphasized the strong changes in the public's news consumption behavior, while pointing out the challenges and solutions that the press needs to apply to retain readers in the era of generative AI.
AI changes reading behavior
The explosion of large language models (LLM) has turned AI into an answer machine, providing direct information to readers without having to access newspapers. This leads to reduced traditional access, while changing the way the public searches and receives information.
According to experts, AI-generated content is spreading on the internet, eroding information quality and affecting readers' trust. Although the public still has a certain level of trust in machines, they have become more reserved and cautious when receiving news from automated sources.
Newspaper reading behavior is also shifting to visual and passive formats. Readers increasingly prioritize content that can be viewed, listened to and surfed quickly instead of reading in detail. Short videos, educational clips, data graphics, interactive maps or explanatory analysis are becoming a trend.
In the context of multi-channel, platforms such as Google, Facebook, TikTok, YouTube or news applications play different roles in reaching readers, requiring editors to consider and optimize resources to achieve the highest efficiency.
Readership retention strategy: quality content, intuitive and community interaction
To retain readers, VnExpress representative said that modern journalism needs to focus on many synchronous solutions. The first is to improve the quality of content and production based on readers' needs. Types of data journalism, explanatory journalism and solution content not only provide information but also help readers understand the problem deeply, thereby increasing value and trust.
Second is to develop intuitive, easy-to-accept content, in line with the passive reading trend. editors need to diversify formats such as short videos, educational clips, data graphics, interactive maps to make it easy for readers to access and grasp information quickly.
Third is to build a quality reader community. Readers not only receive information but also want to participate, discuss and leave valuable opinions. Each comment and contribution of opinion needs to be evaluated, censored and created an environment to develop civilized debates, helping readers feel that their voices are respected and have weight.
Fourth is to bring journalists closer to the public. Building personal brands for journalists, allowing them to directly participate in interactive programs, answer questions or appear in video and podcast content will increase their engagement and reader trust.
Fifth is expanding 1:1 live interaction channels. editors need to proactively connect with readers through newsletters, push-ups on the web and applications, creating strong relationships and maintaining continuous interest from readers.
Finally, personalizing content with AI support is the key to enhancing the reading experience. AI can analyze behavior and propose content suitable for each group of readers, helping each person receive the right information they need, thereby improving the level of long-term engagement.
In short, in the context of AI changing the way the public receives information, the press must still maintain its core value: accurate, transparent and useful information, while constantly innovating to create an attractive, intuitive and highly interactive reading experience.
