The Digiday Podcast: How News Publishers Are Adapting Post-Election with Yahoo News’s Kat Downs Mulder Release Date: December 3, 2024

The latest episode of The Digiday Podcast, hosted by Digiday, delves into the evolving landscape for news publishers in the aftermath of a significant election. Featuring insights from Kat Downs Mulder, Senior Vice President and General Manager at Yahoo News, the episode explores how major news organizations are navigating the "Trump bump 2.0" and adapting to changing reader behaviors. Additionally, the podcast features a lively "Juicy Scoops" segment discussing the dynamics of Black Friday Cyber Monday (BFCM) and the shifting trends in e-commerce.

Juicy Scoops: Navigating Black Friday Cyber Monday

Duration: 00:10 - 21:10

The episode opens with Kameka McCoy, Senior Marketing Reporter at Digiday, and Kale Weissman, Editor-in-Chief of Modern Retail, engaging in a vibrant discussion about their holiday shopping experiences and the broader implications for e-commerce during BFCM.

Key Topics Covered:

• Shift from Brick-and-Mortar to Online Shopping: The hosts reminisce about the chaotic scenes of past BFCM events in physical stores like Walmart and Target. They contrast this with the current trend of online shopping, highlighting how consumer behavior has shifted towards convenience and safety.

  Kameka McCoy [03:21]: "Oh my God. I said Target and Walmart, but I completely forgot about Best Buy where people would literally be camped out..."

• Walmart’s E-Commerce Dominance: Kale Weissman emphasizes Walmart's robust growth in its e-commerce sector, noting its strategic moves to compete with giants like Amazon. He discusses Walmart Connect, the company's advertising network, and its burgeoning role in attracting ad dollars.

  Kale Weissman [04:33]: "Walmart is truly proving to be the beast in its recent earnings... they are gaining ground."

• Emergence of Competitors like TikTok Shop, Shein, and Temu: The conversation highlights the rise of platforms such as TikTok Shop, Shein, and Temu, which are posing significant challenges to traditional retailers. Weissman points out the impressive sales growth these platforms have experienced during the early weeks of November.

  Kale Weissman [10:18]: "These competitors are real. They should not be ignored."

• Livestream Shopping Trends: The hosts explore the phenomenon of livestream shopping, particularly on TikTok Shop, where influencers are generating substantial sales through live broadcasts. Weissman discusses whether this trend signifies a new era in U.S. social commerce or remains a temporary holiday-driven spike.

  Kameka McCoy [12:04]: "...one creator managed to earn $2 million in a single stream, selling over 100,000 products."

• Black Friday Cyber Monday Sentiments: The segment concludes with an analysis of consumer attitudes towards BFCM, noting that while discounts may not be as steep as in previous years, the extended sales period and strategic marketing play significant roles in driving consumer purchases.

  Kale Weissman [16:45]: "Black Friday or the holiday shopping season is shorter this year than ever before."

Main Interview: Adapting Post-Election with Kat Downs Mulder

Duration: 21:10 - End

Transitioning from the festive BFCM discussion, the podcast features an in-depth interview between Tim Peterson, co-host, and Kat Downs Mulder from Yahoo News. The conversation centers on the post-election landscape, focusing on the "Trump bump 2.0" and its implications for news publishers.

Key Insights and Discussions:

• The Trump Bump 2.0: Mulder describes the renewed interest in news coverage surrounding Donald Trump's re-election and its impact on Yahoo News. She shares observations on how news consumption patterns have evolved compared to previous election cycles.

  Tim Peterson [22:38]: "We are seeing an increase in interest both before and during the election and sustained afterward."

• Personalized News Consumption: Mulder elaborates on Yahoo News's strategy to cater to diverse reader preferences through personalized feeds. By leveraging data and technology, Yahoo aims to provide tailored content that meets individual reader's interests and consumption habits.

  Tim Peterson [26:46]: "Our personalization engine understands... we are really good at that."

• Integrating Data Insights into Newsroom Operations: The discussion highlights how Yahoo News utilizes reader data to inform journalistic decisions. Mulder explains the balance between leveraging data to cover relevant stories and avoiding information overload for journalists.

  Kat Downs Mulder [27:16]: "We try to share all the data that can be really relevant to journalists and curators."

• Platform Strategies and Social Media Presence: Mulder and Peterson discuss the importance of maintaining a strong presence across various social media platforms like TikTok, Instagram, and Reddit. They emphasize the need to meet audiences where they are while providing credible and in-depth reporting when readers seek it.

  Tim Peterson [37:43]: "We are trying to go where they are and meet them where they are in that social context."

• Sustaining Traffic Post-Election: Looking ahead, Mulder shares strategies for maintaining increased news traffic beyond the election cycle. This includes enhancing user engagement through apps, newsletters, and creating habitual interactions with readers.

  Tim Peterson [41:53]: "We want them to find content that's really interesting, useful and relevant to them."

Notable Quotes:

• "There is no chance of somebody punching you in the face over a flat screen tv. So a win-win."
  Kameka McCoy [06:42]

• "Walmart has really been trying to target more affluent, you know, people who have a six-figure income."
  Kale Weissman [04:33]

• "I'm not sure if consumption patterns are changing... if the moment TikTok stops subsidizing this growth, that's when we'll really know whether or not it has made the mainstream in the United States."
  Kale Weissman [15:17]

• "Our goal at Yahoo is to just try to figure out what level the person is at and customize the experience to that."
  Tim Peterson [24:59]

Conclusions and Takeaways

The episode of The Digiday Podcast provides a comprehensive look into how both the retail and news industries are adapting in a rapidly changing digital landscape. Key takeaways include:

• E-Commerce Evolution: Traditional retailers like Walmart are successfully expanding their online presence and advertising capabilities to compete with new-age platforms such as TikTok Shop, Shein, and Temu. This shift emphasizes the growing importance of digital strategies in sustaining consumer engagement and driving sales.

• Livestream Shopping as a Potential Game-Changer: While livestream shopping has traditionally been a stronghold in markets like China, its adoption in the U.S. through platforms like TikTok Shop could signal a new era in social commerce, contingent on sustained investment and organic growth.

• Post-Election News Consumption: Yahoo News is leveraging personalized content and data-driven strategies to cater to varied reader preferences in the post-election period. By integrating advanced technology and maintaining a robust social media presence, Yahoo aims to sustain and grow its audience amidst fluctuating news cycles.

• Balancing Data and Journalistic Integrity: The integration of reader data into newsroom operations presents opportunities for more tailored reporting but also challenges in avoiding over-reliance on metrics. Maintaining journalistic integrity while utilizing data insights remains a critical balance for news organizations.

Overall, the podcast underscores the necessity for adaptability and innovation in both retail and news publishing sectors to thrive in the digital age. As consumer behaviors continue to evolve, so must the strategies employed by brands, agencies, and publishers to effectively engage and retain their audiences.