Sam Guzik from New York Public Radio urges television news outlets to enhance their websites and apps, stressing the critical need for stronger connections with audiences in the evolving media landscape.
In a recent discussion regarding the state of digital media, Sam Guzik, the senior director of product for New York Public Radio, emphasised the urgent need for television news organisations to revitalise their websites and apps to foster habitual consumer engagement. Guzik’s comments come in light of what he perceives as a significant oversight by media outlets that have increasingly focused their resources on streaming services and free ad-supported television (FAST), potentially jeopardising their direct relationships with audiences.
Guzik highlights the importance of maintaining ownership of the connection with audiences, warning that reliance on third-party platforms for distribution can create vulnerability. He cites the decision by Facebook to pull news content from its platform in Canada in 2023 as a critical example of how quickly access to audiences can be eroded. “It didn’t impact Facebook usage, and it tremendously impacted distribution of news in Canada,” he noted, underscoring the precariousness of the current media landscape.
As part of his ongoing work, Guzik has led a comprehensive redesign of the WNYC app and is currently tackling a similar overhaul of its website. He states that user experience (UX) is paramount, asserting that news organisations must align their digital product designs with audience needs and preferences. “It is increasingly urgent for publishers to own the connection they have with their audience,” Guzik said in a discussion covered by TV News Check.
To effectively engage users, Guzik believes that organisations must not only listen to audience feedback but also embrace new technologies, including generative AI, to craft more personalised news experiences. He acknowledges that while resources may be scarce, there are innovative tools available to enhance user engagement.
Vital to this transformation is an understanding of the different ways users interact with news products throughout their daily routines. Guzik points out that successful apps are those that continually reinvent themselves to keep users returning. For instance, at WNYC, he aims to cultivate a habit of daily use, with the app presenting fresh content upon each visit. “Can we get them to come back once in the morning and once in the afternoon?” he asked, framing the goal around creating an engaging, updated experience for users.
Guzik also stresses the necessity of decluttering digital platforms, which often suffer from an overload of irrelevant content and confusing navigation. He identifies this as a prevalent issue among TV news outlets, where a lack of clear UX vision has led to cluttered sites filled with extraneous elements, detracting from the user journey.
In assessing the future of media consumption, Guzik brings attention to the growing influence of generative AI. He argues that the upcoming generation of AI technologies will redefine how consumers engage with media, offering greater flexibility and interactivity in content delivery. Highlighting that “the news/consumer relationship will become inherently more conversational,” Guzik suggests that users will have increased control over how they consume content, making the consumer’s device central to this experience.
Moreover, he notes the potential role of ATSC 3.0—the new broadcast standard which is gradually being adopted across the United States. Guzik posits that ATSC 3.0 can enable broadcasters to deliver curated, trusted information to devices, distinguishing it from the often chaotic information landscape of the internet. He argues that the regulatory framework surrounding broadcast can offer a higher standard for content delivery and reliability.
As Guzik prepares to participate in a panel titled “Rebooting the Digital Product Suite” at the upcoming NewsTECHForum conference on December 17, his insights shed light on the ongoing evolution within the media space. The conversation highlights the imperative for news organisations, particularly in the television sector, to pivot and prioritise their digital strategies to fend off obsolescence in an increasingly competitive and complex landscape.
Source: Noah Wire Services
- https://samguzik.com – Corroborates Sam Guzik’s role as Senior Director of Product Management at New York Public Radio and his focus on product strategy and audience initiatives.
- https://samguzik.com/resume/ – Details Guzik’s comprehensive redesign of the WNYC app and his ongoing work on the website overhaul, emphasizing user experience and audience needs.
- https://theorg.com/org/new-york-public-radio/org-chart/sam-guzik – Provides information on Guzik’s role at New York Public Radio, including his responsibilities and focus on audience engagement and product management.
- https://futuretodayinstitute.com/team/sam-guzik/ – Supports Guzik’s expertise in strategic foresight, scenario writing, and audience engagement, as well as his role at Future Today Institute.
- https://www.inma.org/blogs/conference/post.cfm/multimodality-content-fight-and-supply-chain-are-3-ai-areas-to-watch – Corroborates Guzik’s views on the importance of owning audience connections, the impact of AI on media, and the need for high-quality, human-generated content.
- https://samguzik.com – Highlights Guzik’s emphasis on building a sustainable future for local news and his use of emerging technologies like generative AI.
- https://samguzik.com/resume/ – Details Guzik’s experience in redesigning digital platforms, such as the Gothamist.com redesign, which improved user engagement metrics.
- https://theorg.com/org/new-york-public-radio/org-chart/sam-guzik – Supports Guzik’s background in multimedia production and his role in managing digital news experiences at various organizations.
- https://futuretodayinstitute.com/team/sam-guzik/ – Corroborates Guzik’s role in delivering insights on the future of news and content distribution, and his focus on strategic foresight.
- https://www.inma.org/blogs/conference/post.cfm/multimodality-content-fight-and-supply-chain-are-3-ai-areas-to-watch – Provides context on Guzik’s discussion about the impact of AI on consumer behavior and the importance of focusing on community and mission in news organizations.
- https://samguzik.com/resume/ – Details Guzik’s understanding of user interaction with news products and the need for apps to continually reinvent themselves to maintain user engagement.
