A recent report by Quartz Insights highlights a fundamental shift in the way we’re consuming news.
In its study of nearly 1,000 global executives, 60 percent said they read an email newsletter as one of their first three daily news sources—more than twice as high as news apps.
Furthermore, executives are highly likely to pass along useful content on a variety of platforms and devices, the study found. A whopping 91 percent said they would share work-related content via email if they deemed it valuable.
Not only are executives using email newsletters as their primary news source, but they are highly likely to share the content they’ve discovered through them—even more so than on social media, according to research we did in partnership with GMI Lightspeed.
Email is a direct path to the channel where people consume and share information.
News roundups such as The Daily Skimm, Briefing, OZY Daily Brief, Thrillist and Fortune Term Sheet are finite. Readers opt in to topics they care about and are more likely to read, engage and share as a result. The important news items are summarized, with links to dig deeper if merited.
Email provides a personalized, curated, daily digest that’s easily accessible on any device. That’s the stark opposite of the Web, where readers are faced with infinite options.
For communicators, the shift in the way people find and consume content matters enormously, especially in this age of inattention. Everyone is competing for awareness and has access to publishing platforms such as Medium or LinkedIn.
These truths endure: Breaking through the noise means creating compelling stories. Content must be thoughtful, relevant and unique to have value. People desire emotional connections, authenticity and transparency.
A version of this article originally appeared on the Inklings blog.