Newsrooms Fight Avoidance With Uplifting Stories

News organizations are increasingly recognizing and responding to a growing trend: news avoidance. Initially observed in 2012 with Reuters’ digital news reports across Europe and the UK, this phenomenon has evolved into “selective news avoidance,” exacerbated by the rise of independent content creators and “newsfluencers” on social media. The message to newsrooms is clear: understand your audience and meet them where they are.

Many leading publications are now actively amplifying positive local stories in diverse formats. The BBC and Daily Maverick feature dedicated sections for uplifting content, while McClatchy runs a weekly ‘Uplift’ print series and EcoNews delivers ‘Constructive News’ reels on Instagram. Podcasts and newsletters, like Rappler’s “Be The Good,” are also proving successful.

Rappler, a pioneer in this approach, launched an app focused on community building. Co-founder Maria Ressa emphasized the importance of fostering trust through direct engagement with audiences. This commitment was recently recognized with an award for Community Lead Pia Ranada, acknowledging her work in building trust between journalists and the public, alongside her critical coverage of the Duterte presidency.

South Africa’s News24 has similarly prioritized positive news, appointing its first Good News editor, Paul Herman, and transitioning a special projects feature into a core editorial element. This followed a successful initiative of publishing positive stories instead of traditional April Fool’s Day pranks.

These efforts are demonstrably impacting readership. The Globe and Mail showcased increased traffic, engagement, and positive feedback during a session at the International Journalism Festival. The publication implemented a comprehensive strategy, reallocating resources, creating new roles – including a dedicated health team – and even reimagining journalistic beats to focus on positive themes like ‘Happiness’ and ‘Time.’

According to Executive Editor Angela Pacienza, the impact was immediate and measurable. Readers have responded positively to the shift in tone, with many noting that simply seeing the ‘Happiness’ reporter’s byline improves their mood. The Globe and Mail also revamped its user experience, focusing on lifestyle content and positive messaging in landing pages, newsletters, and alerts.

The results have been significant: a surge in traffic, increased reader engagement, positive feedback, high alert open rates, and a substantial increase in unique users. Pacienza stresses the importance of community building, with internally-led marketing campaigns and increased reader engagement through Q&A sessions covering a broader range of topics, including those impacting daily life and parenting.

This shift towards constructive journalism isn’t simply a superficial attempt to avoid difficult topics. It’s a recognition that relentless negativity can be disengaging and even harmful. While responsible journalism requires holding power accountable and reporting on important issues, it’s equally important to offer audiences stories of hope, resilience, and positive change. By balancing critical reporting with constructive narratives, news organizations can rebuild trust, foster engagement, and ultimately, better serve their communities. It’s a smart, and frankly, necessary evolution in a media landscape grappling with declining trust and increasing audience disengagement.