What themes will engage audiences in Q4? Key insights from Stacker

With election coverage already dominating headlines, the challenge for media outlets is contextualizing these political events for their audience within extensive cultural and societal shifts.

We’ve been tracking our current election coverage to see which stories have resonated among the wide-ranging publications across our newswire. We’re also looking back at last year's top-performing* Q4 stories to identify additional themes we anticipate will captivate audiences as we approach the end of 2024.

1. Policy shaping everyday life

As the year has progressed, people have begun experiencing fatigue from the relentless focus on candidates and the traditional horse race narrative of presidential campaigns.

Readers across the board want to understand how institutional policies impact their daily lives— ”kitchen table topics” like health care access, education, and jobs. Around this time last year, stories about financial challenges in health care captivated audiences, such as “These are the people most likely to be burdened by medical debt in the US.”

Delving into how policy directly affects your audience’s economic and general well-being will remain pressing beyond the election. Focusing on influential demographic trends will likely continue to ramp up interest, as seen in stories like “Can relocation trends by Americans across state lines swing the 2024 election?” This piece examined age, political affiliation, and a local snapshot of data such as top move-to and move-out states and areas with the highest job growth over the past four years.

We’re down to the wire, so readers will also appreciate straightforward guides such as “What college students need to know before they vote.”

These stories help people understand how their lived experience and local context fit into national conversations, keeping them informed and engaged.

2. Technology’s economic impact and ethical considerations

One theme we expect to persist is keeping up with the complicated intersection of industry trends and technology. With AI, robotics, and sustainability becoming buzzwords across distinct industries, consumers are interested in understanding how innovations will affect them personally.

In Q4 of last year, nearly 20% of technology stories received over 400 pickups, like “Is it time to say ‘I do’ to manufactured diamonds?” and “5 ways AI could influence nursing in the coming years.” These both looked at how industries are balancing innovation and responsible practices.

Emerging technologies are shaping lives every day with increasing velocity, and people want to feel they can stay on top of the ramifications. The latter example emphasizes “the coming years,” which gives a forward-looking view that is particularly interesting as we embark on a new year.

3. Holiday entertainment with a dash of nostalgia

Seasonal nostalgia is a recurring theme in Q4, with readers gravitating toward entertainment content that blends festive traditions with a comforting sense of familiarity. You don’t need to reinvent the wheel here.

We expect seasonal-themed lists, roundups, and predictions to still hit. Pieces such as “Highest-grossing movies released on Halloween weekend,” “Best Thanksgiving movies of all time,” and “15 unconventional Christmas albums from the past 50 years” provide a mix of retrospection and discovery.

Engaging readers with cultural and entertainment content that evokes a sense of nostalgia is a proven strategy for success that resonates with the cozy, reflective nature of the season. And this year in particular, with the economic implications of public policy and technology top of mind, holiday entertainment is the antidote when people need a break.

Focusing on how these issues intersect with everyday life provides relevant insights and fosters a deeper connection with our readers. As we navigate the complexities of elections, technological advancements, and seasonal celebrations, stories can serve as a guiding light, keeping audiences informed and inspired.

*400+ story pickups from distinct publishers

As the Senior Partner Success Director at Stacker, Angelica Catalano Sanchez works with publishers to incorporate high-quality, data-driven content into everyday coverage. With nearly 15 years in content production and partnership management, her work has been showcased on platforms including PBS, Teen Vogue, and leading nonprofits. She has utilized collaborative storytelling to help grow The Mighty into a 3M-member community. Angelica holds a Bachelor’s degree from Cornell University.

Featured Image Credit: Photo Illustration by Stacker // Canva