BBC News launched The Upbeat, a weekly newsletter in October, targeting news avoiders with inspiring, uplifting, and lighthearted stories to boost engagement and foster regular interaction with its content.
Senior news editor Zoe Tabary, speaking at The Audiencers Festival in London, reported that the newsletter has surpassed expectations, gaining around 160,000 UK subscribers. Approximately 50,000 actively opted in, while the others, identified as news avoiders interested in positive stories, were targeted based on their expressed interests from BBC’s extensive user database.
This behavior has become more prevalent, with the Reuters Institute Digital News Report indicating an increase from 29% to 40% of people engaging in news avoidance over the past eight years.
People may avoid news due to feelings of overwhelm, negativity overload from distressing stories, distrust in media, or a preference for content that feels more uplifting or relevant. Some turn to alternative sources like social media or personal networks, while others disengage entirely.
News organizations, like the BBC with its Upbeat newsletter, are adapting by offering lighter, positive content to re-engage these audiences, targeting those who express interest in less heavy news based on user data.
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