As the coronavirus spread across the US, UK and Norway, it became a public health crisis. This situation undoubtedly put additional pressure on news outlets to find ways to monetize their digital content. In response to this crisis, some have altered their messaging on ad-blockers and paywalls. In addition, the crisis may have prompted people to rethink their attitudes towards the news and journalism. So what can news organisations do to improve their customer experience?

According to Austra Taylor, author of The People's Platform, online news is too fast. It does not provide enough information to make informed choices. Instead, it provides a quick, uncomplicated summary of events, rather than the full, detailed information and solutions needed to take action. For Taylor, "news can be valuable but it should not be the only source of information."

As a result, newspapers online have to constantly innovate to remain relevant to their readers. While print newspapers are becoming more mainstream, they are still alienating certain demographics. The sleek design of online newspapers often creates a feeling of unreality, and the news becomes more distant. In fact, Baudrillard has suggested that capital is responsible for this sense of reality. Therefore, news should be presented in a fresh, interesting, and easily accessible way, to attract and retain readers.

In order to be included in this analysis, news outlets must have a primary domain and attract 10 million unique visitors each month. Comscore's cross-platform audience measurement system categorizes news websites based on their primary domain. It includes digital-native news sites like HuffPost and Axios, as well as legacy news organizations such as The New York Times and Fox News. Of these, 97 news outlets were found to meet the criteria.

There are mixed feelings about paywalls. Nevertheless, fewer than 20% of people would argue against them entirely. On the other hand, some people use different techniques to circumvent paywalls. Some people download dedicated software, resetting cookies, or changing browser settings. These methods require digital literacy and may not be suitable for all users. However, some people are happy to read news content that is free to read. So what can be done to make online news accessible to the general public?

Online newsrooms can benefit both journalists and non-journalists. Creating an online newsroom can help companies gain credibility among journalists and their audience. In addition to employees and investors, online newsrooms are also useful for consumers. In fact, Carmen D'Ascendis, director of global marketing for Jack Daniel's, says that 80 percent of consumers would rather read articles about a brand than hear a sales pitch. By distributing content on a company newsroom, companies can score points with their audiences and increase brand loyalty.

There are many ways to reach consumers online, from newsletters to apps. Many outlets have official Facebook and Twitter pages, and three-four have podcasts. Even those without official websites are highly likely to utilize social media. All have official Facebook and Twitter accounts, and nine out of ten have an official account on Apple News. However, few have official accounts on Snapchat or TikTok. While the online presence of news outlets is growing, it is not reflected in the overall audience numbers.