Here’s a paradox worth pondering: 96% of UK adults consume news, spending an average of 61 minutes daily doing so, yet only 42% say they’re actually interested in it. That figure is down from 48% in 2018. Readers are consuming more but caring less. The culprit? An attention economy that prioritises clicks over connection.
The trust gap tells the real story. While 68% of regular BBC users rate it highly for trust, only 44% say the same of social media. More striking still: trust in print newspapers has actually risen from 60% to 70% since 2018. Quality journalism with knowable provenance still commands attention. When readers can trace content back to an identifiable editorial team with a reputation to protect, they engage differently than when scrolling through algorithmically-served TikToks or clickbait headlines designed to extract attention rather than inform.
The attention trap
The crisis runs deeper than disengagement. Deepfake incidents surged 1,500% between 2023 and 2025. Algorithms amplify divisive content while underperforming on user satisfaction. Platforms optimise for what gets clicks, not what readers actually want. The World Economic Forum ranks misinformation as the top short-term global risk. When publishers chase these same metrics, they compete on terrain designed for manipulation against bad actors more skilled in deceit.
Building relationships that last
The antidote lies in shifting from transactional to relational publishing. INMA’s 2025 research identifies proven strategies: lean into habit formation through newsletters; map content to genuine user needs; build connections with individual journalists; engage audiences in two-way conversation.
The hybrid model strengthens this relationship further. Bundling print and digital access can reduce churn by over 60%. At The Times, personalisation reduced subscriber churn by up to 49%.
Unlocking archive value
Publisher archives are the quintessential signal of provenance and authority – of long-term valued relationship. They are also unequalled instruments for relationship building. As explored in InPublishing’s AI Special, AI-tooled structured archives can:
- power conversational assistants answering reader questions from your own content
- automate newsletters defined by individual interests, and
- produce first drafts preserving editorial voice across generations.
One key: keep archives gated from AI scrapers while deploying them through publisher defined applications. No relationship needs a third wheel.
The path forward
Today, readers resubscribing after once cancelling now account for 20% of new subscribers. That’s the power of a publishing relationship built on mutual respect rather than manipulative engagement shenanigans. Over time, loyalty beats virality.
In an era of infinite content, scarcity has shifted from what you publish to who you are to your readers. Whatever tools you use, ensure your publication’s trusted voice remains distinctive in a landscape optimised for noise. The relationship is the product. Build accordingly.
About us
BlueToad offers a flexible and robust digital content platform used by publishers throughout the world. We make advanced solutions simple – like mobile editions, audio articles, AI integrations, and monetisation. We can also help you provide a branded hub of links and resources to keep readers engaged with all of your content. BlueToad’s suite of AI tools include Toady, an interactive chatbot experience, InboxPartner, which streamlines the creation of automated newsletters and GhostDrafter, a drafting tool that harnesses archive content.
Email: hello@bluetoad.com
Website: www.bluetoad.com
