Service journalism: In the service of truth

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  Quantumrun Foresight
• September 6, 2022

Insight summary

Service journalism offers practical information through various media platforms, adapting to modern consumption habits and focusing on readers' interests. Balancing in-depth research with appealing content, it faces challenges in distinguishing itself in an overcrowded digital landscape filled with misinformation. As a response, trusted brands in service journalism are becoming vital for providing reliable information, especially during crises, and are evolving with longer, more detailed content that aligns with SEO strategies.

Service journalism context

One of the most effective ways media companies reach their audiences is through service journalism. This type of journalism is designed to provide timely, practical, and well-researched information. Service journalism differs from traditional journalism because it is designed to discuss specific, thought-provoking topics that profoundly impact current events. It tends to be evergreen, templated, and planned. 

Service journalism is delivered through magazines, newspapers, websites, and social media platforms. The delivery is adapting to how people receive their information, particularly online. Various websites’ algorithms often prioritize timely, provocative, and shared content.

Unfortunately, this does not mean that the content is fact-based. In service journalism, reporters balance depth and trendiness; they investigate, research, and provide context to readers while questioning powerful entities and figures. All of this is done while considering what readers are currently interested in knowing. 

Disruptive impact

There are two significant motivations for the rise of service journalism. First, service journalism is a form of news reporting that aims to help readers find reputable information in an oversaturated and rampant fake news environment. Second, service journalism is a way for media companies to generate funds in a digital ad market dominated by SEO (search engine optimization) sites.

Not all websites are reliable or authoritative, making it increasingly difficult for readers to find reputable reporters. In fact, a significant challenge for service journalism is adapting to SEO strategies to compete in the current media landscape. Newsrooms must devote funding and resources to service journalism for it to succeed. 

Establishing trusted brands and organizations that provide service journalism is increasingly crucial for business. When communities experience crises, such as natural disasters, pandemics, or other public safety threats, readers will revert to a trusted source, making them less likely to be victims of fake news sites. Additionally, loyal readers may be the companies’ natural marketers, recommending their trusted sites to their friends and families. 

Implications of service journalism

Wider implications of service journalism may include: 

• News outlets increasingly investing and creating long-form content (more than 2,000 words) while ensuring that the articles follow the best SEO practices to attract more readers.


• Search engines continue tweaking their algorithms to learn how to better identify authoritative and fact-based sites and position them on top of search results.


• Journalists using trending events to create in-depth reports that discuss the root causes, history, and potential impacts of these developments.


• Digital/video formats that are also longer in length and offer more depth of reporting.


• An integration with data journalism to add greater depth to long-form reporting.


• Increase in subscription-based content offered by news outlets. 

Questions to consider

• How else can service journalism evolve over the coming decade?


• How else do you think service journalism can help communities receive informative and trusted content?