Recent shifts in Minnesota’s media landscape reflect a focus on the changing needs and preferences of audiences. From innovative storytelling approaches to connecting with people in new ways, it’s not all doom and gloom – and there are plenty of opportunities for organizations who have stories to share. Here are some of the bright spots that are shaping the future of media in our state.
- Minnesota Star Tribune rebrands: The Star Tribune made headlines with its recent rebrand from “Minneapolis” to “Minnesota” – a strong signal of its deeper commitment to covering Greater Minnesota. The announcement of 11 new contributing columnists also shows an effort to diversify the voices in the paper as part of its new emphasis on opinion journalism.
- TV dedicates more time to features: Our local television news outlets are also adapting to meet audience demands. Programs like WCCO-TV’s “The 4” at 4 p.m. are carving out more time for feature stories, allowing for more in-depth exploration of topics that emphasize the human experiences behind the news. This is a welcome trend for a medium that is often criticized for promoting divisiveness.
- Mass outlets, but not mass media: Beat reporting continues to evolve to reflect the interests and concerns of diverse communities. The rise of niche media outlets presents opportunities for local coverage and issue or topic-based coverage. Many outlets have segmented newsletters based on geography or topics – from politics to cannabis – continuing the trend of delivering self-selected news specific to people’s interests.
- Video content is everywhere: Social media is playing an increasingly crucial role in news dissemination. Minnesota news outlets are using more video content, tailoring it for Instagram and TikTok. This approach ensures the news finds its way to viewers where they already consume content – and lends itself to more lighthearted content that centers reporters and their personalities in the story.
- Engaging younger audiences: MPR’s Reverb program is a noteworthy initiative targeting Gen Z audiences, leaning into social media and topics that younger audiences care about, like inflation and jobs, but in a more conversational way. This focus on relevance will help attract new generations to seek the news from reliable sources.
We’re fortunate to have a thriving local media market that is becoming increasingly responsive to audience needs. These trends indicate a clear commitment to relevance and quality reporting — ensuring that the important stories of Minnesota continue to be told and that the organizations and businesses we work with have ample opportunities to tell their stories.
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Contributing Team Members