Rather than sticking to worn-out patterns, it’s crucial to consider ways of expanding our reach to individuals seeking top-notch, socially-engaged real-life experiences. Nowadays, a lot of people’s online encounters are characterized by chaos and feeling overwhelmed — even if they’re not fully aware of it. The digital realm bombards us with brief videos and incessant alerts about breaking news. Many folks, particularly from Generation A and Generation Z, spend their days swiping and scrolling endlessly. The boundary between online leisure and news consumption is becoming increasingly blurred. You might log onto platforms like TikTok or Instagram for some relaxation, only to end up being perturbed by various perspectives on current events. Moreover, the content you scroll through is more frequently computer-generated gibberish.
Although most news outlets have moved away from a sole focus on page views as a business model, many teams responsible for news products still invest significant effort in optimizing for digital engagement habits. Regrettably, this digital “habit” often leads to unhappiness among users.
There’s a growing resistance against product strategies that encourage digital addiction. People’s continuous use of online platforms doesn’t necessarily equate to satisfaction.
Consider the dating landscape as an indicator: Daters are becoming increasingly aware that dating apps are designed to keep them swiping endlessly. While AI features aim to streamline the process, they don’t necessarily enhance genuine connections. Apps have transformed into algorithm-driven landscapes focused on converting users into premium subscribers. Does this sound familiar?
In regions like Chicago and beyond, there is a surge in interest in face-to-face interactions and events, partly spurred by innovative startups that view events as part of a broader engagement ecosystem. Companies like 222 are revolutionizing the dating app scene by encouraging real-life meetups. Similarly, Chicago’s art organization Gertie launched “EarlyWork,” a club catering to the creatively curious with bi-monthly gatherings at galleries and shows across the city. When federal immigration authorities descended on the city recently, grassroots groups orchestrated “whistlemania” events that drew thousands of locals to immigrant-owned establishments to distribute whistles and educate people on their rights.
These examples illustrate a growing desire among individuals to break free from endless scrolling and engage in real-world activities. This isn’t a critique of advancing technology or an attempt to revert to a pre-digital era; instead, it underscores the need to rethink how digital and real-life experiences complement each other in the realm of news.
While many news organizations already host events, these events are often crafted by marketing or advertising teams primarily for sponsors without being integrated into a comprehensive product or audience strategy. This results in a repetitive format: light refreshments followed by panel discussions and mingling sessions attended mostly by loyal supporters who are deeply invested in news topics.
In the upcoming year, we anticipate more news organizations deviating from the traditional wine-and-panel setup to invest in events as an essential component of a larger product ecosystem. Events will become more prevalent in order to extend storytelling and align with core product strategies. Local nonprofit news entities will increasingly organize meetups tailored towards audiences less interested in news but who can be engaged civically. Major national publishers will move beyond annual summits to smaller pop-up events aimed at reaching new demographics and communities in different locations.
Product teams will play a more active role alongside marketing teams in integrating events with overarching membership or subscription strategies. We anticipate deeper integration between digital platforms and real-life events beyond simple QR codes for newsletter signups, enhancing attendees’ discovery and interaction with digital offerings.
A glimpse into this future includes initiatives such as NC Local prioritizing events as a core product strategy by organizing themed nights like “Heart of the Mountains” commemorating significant local events along with casual gatherings like listening sessions at libraries or community meetups at local breweries.
Similarly, The Composition Collective hosted an exclusive premiere party for a new documentary on HBCUs that aired on PBS affiliates last year. Our Chicago branch curated an event that surpassed loyal viewership by transforming into a celebratory evening for HBCU alumni featuring music, drinks, food, and an exhibit showcasing HBCU history photos — with plans for similar screenings at college campuses next year.
While many forecasts may resemble wishful thinking rather than concrete predictions, I envision a future where news organizations play roles beyond mere information provision or education; they can inspire action, foster connections, spark enthusiasm, and offer respite from the oversaturation of artificial intelligence online. Events can facilitate this transformation only if we truly grasp our audiences’ needs and approach event planning with a product-oriented mindset.