IF YOU READ ONE THING

We could all use some good news

If you’re feeling like you could use some good news right now, you’re not alone. In the last month, Google searches for “good news” have spiked and Instagram accounts dedicated to sharing good news, such as @TanksGoodNews and @GoodNews_Movement, have seen their followings rapidly rise. Publishers, including National Geographic and The Washington Post, have also been quick to create uplifting news-themed newsletters to meet the demand coming from readers. Even celebrities have jumped in to contribute—actor John Krasinski started “Some Good News” on YouTube, surpassing 1.5 million subscribers and 25 million views within a week.

As Lori Lakin Hutcherson, founder and editor in chief of Good Black News, points out, many of the readers coming to these channels aren’t necessarily looking for an escape or distraction from the news—rather, they’re seeking a sense of hopefulness about the response: “It’s not that people don’t want news about the coronavirus,” she told the Times. “They just want news about it that’s more positive or that [is] showing people come together and fight this and offering ways individuals can help.”As individuals and brands seek to spread good news, they should also make sure to fact-check it before sharing: A few viral stories, such as swans returning to the Venice canals and a video of an orangutan washing her hands, have turned out to be falsely linked to the pandemic.

POWERSTAT

Instagram Live has been undergoing a renaissance lately, with the feature seeing a 70 percent increase in usage for the month of March. The increased number of streams has seen a direct correlation with views, as there was a 70 percent increase in viewership of Instagram streams for the first week of April. 

Source: Business Insider

TRENDWATCH

Podcast advertising continues despite listener slowdown

As consumers’ needs and habits continue to change, so too does their content consumption. As Nieman Lab reports, coronavirus-inflated web traffic has already started to return to pre-pandemic levels and podcast downloads have begun to see a dip as well, declining by 10 percent, according to Chartable. However, this doesn’t worry podcast platform Megaphone, as brand advertisers have been able to rework their messages rather than cancel their podcast ad spending. The secret to podcast advertising’s survival success is the same reason why podcasting has grown so quickly for both producers and advertisers: its on-demand nature and nimbleness. According to Stephanie Beran Sanderson, the director of strategy at agency Wordsworth and Booth, “A brand that wants to change its messaging and assets for a podcast campaign can overhaul everything in a matter of days." Megaphone has booked twice as much business as it lost in the month of March and is projected to increase its year-over-year revenue, even with a projected slowdown.

NEWS YOU CAN USE

Local news organizations plea with their hearts and heads

The coronavirus’ spread continues to fuel desire for local coverage, and recent reports from Nieman Lab and Local Media Association highlight the success of two different media companies that are stepping up to the task. WBUR, the Boston NPR affiliate, prioritized intimacy and directness with readers. After cancelling its originally planned eight-day drive, the radio station was able to demonstrate its commitment to listeners while emphasizing why the station was in dire need of support. WBUR’s CEO, Margaret Low, spoke directly to listeners with a heartfelt on-air message: “We’re here for you, and we need you now more than ever, too,” she said. The station’s efforts were met with great success, raising over $1 million in just 13 hours. 

A similar approach also worked to generate support for the Daily Hampshire Gazette. The paper was able to raise over $22,000 through the efforts of its publisher, Michael Moses, and his frequent correspondences with readers and contributors. Moses’s advice to other similar campaigns largely echoes that of WBUR. Put simply: “Communicate with readers directly, with honesty and passion. [It] is reminding me everyday why we do what we do.”

PERSPECTIVES

Quibi's uphill battle

Quibi, the mobile-first streaming app, fell in the U.S. iPhone app rankings this week—dropping to the 71st most popular app in the U.S from its 4th place ranking last week after its launch. Quibi offers 175 original shows that are 10 minutes long and designed to be watched on a mobile device. It’s possible that Quibi’s debut was hurt by coronavirus—as people spend more time confined to their homes, many are turning to websites rather than apps. As a result, Quibi is looking to quickly release a television app. “We’ll eventually get there, but it was never a part of the launch. If we had known about COVID, maybe it would have been,” said Quibi CEO Meg Whitman to CNBC. Will Quibi be able to adjust its strategy in time? Or was it a misguided effort from the get-go? 

• “If you're someone who watches a lot of shows on your phone and like to watch things in short spurts, Quibi could be a great option for you. While I enjoyed the shows I watched, I wasn't impressed enough to want to continue paying for the service outside of the free trial.” — Alison DeNisco Rayome, senior editor at CNET (CNET)
• “Quibi is the Fyre Festival of streaming services.” — Richard Hall, U.S. correspondent at Independent (Twitter)
• “What’s most disappointing about Quibi is that it has the potential to be something fresh, merging classically produced premium content with the modern ways we use our phones. Yet beyond shows being shot in two widths so you can switch between watching in landscape or portrait mode at any time, it really is just a random cable channel shrunk down.” — Josh Constine, editor at large at TechCrunch (TechCrunch)
• “To call Quibi a brewing revolution isn’t right; it’s more like an attempted restoration … Quibi represents an attempt to really commit to the theoretical next great leap for TV, one that streaming services have only nipped at: the meeting of quality and quickness.” — Spencer Kornhaber, staff writer at The Atlantic (The Atlantic)