Media brands succeed and endure by creating and sustaining an emotional connection with their audiences. Without attachment, products and services risk becoming lost in the noise rather than a signal of value that builds loyalty, trust and a lasting relationship. For newspaper publishers, this challenge is amplified by history. They carry — and are responsible for ushering into the future — a legacy of founding values and editorial principles that often stretches back centuries.
Maintaining an emotional connection
Organizations like Tribune Publishing, whose titles have been in circulation for over 250 years, understand this legacy is the foundation of trust, and trust is what ultimately translates into relevance, respect, weight and, ultimately, loyalty.
However, when navigating a business environment in which publishers’ ability to generate revenues through classified advertising has disappeared and where social media is a ubiquitous source of alternative options for consumers seeking news and opinion, it can be all too easy to take a strategic misstep that can damage that legacy.
- 53% of U.S. adults use social media as a news source
- 55% of Americans trust local and regional newspapers
- 22% of U.S. consumers currently pay for online news access
Subscription models: CX opportunities and challenges
One example is the shift toward subscription-based models as part of broader digital transformation efforts. While such models can provide a robust avenue for growth and help counter the threat posed by social platforms, success is far from guaranteed, especially for publishers attempting to build and manage the necessary customer experience (CX) infrastructure internally. The capital investment required for an in-house approach is often prohibitive for many media organizations.
The risks and rewards of CX partnerships
To address these challenges, partnering with CX providers to handle non-core activities can help control the costs associated with building this infrastructure, but it introduces its own set of risks. Depending on the approach the partner adopts, direct engagement with subscribers may only occur at renewal time, meaning that loyalty is assumed for the rest of the year.
Without continuous interaction, meaningful data, or insights into customer sentiment, these renewal touchpoints can feel disconnected and lack authenticity.
Likewise, if alignment on culture and values is lacking, the partnership may weaken the emotional connection that sustains the brand. When agents cannot seamlessly reflect the brands they represent during customer interactions, this disconnect becomes apparent and can undermine the relationship publishers strive to build.
Cost reductions have natural limits, and the ideal partner should do more than just stabilize expenses. They should add value, support long-term goals, drive sustainable revenue, embody the brand they represent, and in doing so, strengthen the customer base.
Tribune Publishing’s CX partnership with Foundever® exemplifies this approach. Over the course of their relationship, Tribune Publishing has increased its subscriber retention rate by eight points and gained the flexibility to test and pilot new strategies for subscriber engagement and customer support.
As this trust-based partnership has deepened, Tribune Publishing has entrusted Foundever with a broader range of non-core activities, including back-office functions, enabling the publisher to focus its internal resources on preserving its legacy and building enduring bonds with its readers.
Thriving through trust
Ultimately, the ability of media brands to thrive in a shifting landscape depends on their commitment to nurturing trust, both with their audiences and with their chosen partners. By prioritizing relationships built on shared values, authentic engagement, and a clear understanding of legacy, publishers can navigate disruption and innovate with confidence.
The partnership between Tribune Publishing and Foundever demonstrates that when CX solutions are thoughtfully aligned with a brand’s mission and culture, they empower publishers not only to safeguard their heritage but also to build stronger connections and deliver value for generations to come.
To learn more, watch the video with Tribune Publishing’s SVP of Strategic Planning & Shared Service, Phil Niccolls.