4 ways to build trust in polarized environments as a publisher

Audience engagement has become harder as audiences become more divided. Readers arrive with different perspectives and pay closer attention to how news is presented and delivered.

We spoke with The Spectator, Politico, and Der Standard at Piano Academy last year, to better understand how they engage audiences in polarized environments. Here are four things publishers can take away from those conversations.

Make engagement feel easy

“Having a seamless user experience is really important” – Sebastian Giraud, The Spectator

Clear user journeys help readers move through registration, sign-in, and content discovery with less effort. When journeys feel uninterrupted with pop-ups or generic content, people stay longer and return more often.

→ How Stuff maximized conversion opportunities on site with Piano

Pay attention early

Early moments in the reader journey shape the relationship that follows. Introducing registration early helps teams understand who readers are, making it easier to deliver content they are likely to be interested in.

→ 5 best practices for getting the most out of registration

Speak to smaller groups

“We've been using Piano Composer to understand users and communicate to them the right way at the right time.” – Freddie Martyn, Politico

Serving smaller audience segments allows for more precise communication. Tailored messaging keeps sites from feeling crowded with competing calls to action and respects the range of reader perspectives. In divided environments, this care supports long-term credibility.

→ How to grow revenue despite falling traffic (report)

Connect the full experience

Audience data, messaging, and experience design work best when they support one another. Engagement strengthens through coordination across teams and tools, creating consistency for new readers and long-time subscribers alike.

The takeaway

Audience relationships grow through consistency and respect. Seamless user experience, tailored messaging, and thoughtful use of data help publishers remain relevant – earning trust through continued engagement.

Learn more about journey personalization