As news organizations develop products and introduce new features as a way retain or grow audience or business, teams must give attention not only to the quality of the product but also its distribution and processes for adoption. Because many news products can be new concepts either for organizations or for audience (a curated newsletter or app that breaks from traditional storytelling, for example), it’s important to understand applicable work on innovation and adoption research elsewhere. Victor Yocco writes at the design blog Smashing Magazine about sociological research on different kinds of “adopters,” who they are and how the diffusion of innovations theory is relevant to product design and marketing.

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