Managing metrics is kind of exactly what a lot of journalists didn’t sign up for. (Statistics? You want me to do math?) But it’s exactly what newsrooms need to improve on.
What stories do readers find most valuable? What kind of content moves readers along the subscription funnel? What signals show that subscribers are adding back to the community? What kind of traffic is meaningful to the organization’s business and editorial goals? As newsrooms try to figure out how to build better trust with their audiences, they’re also grappling with which questions to ask. Hint: A lot of those questions — and some of the answers — are probably lurking somewhere in your analytics dashboard.
A new American Press Institute report from Melody Kramer and Betsy O’Donovan (both former Nieman Fellows) offers some metrics on newsroom metrics, based on interviews with two dozen journalists and data analysts from 20 Continue reading "How to build a newsroom culture that cares about metrics beyond pageviews"
Panel Title: The Value Of Attention: Metrics, Methods and Outcomes
Moderator: Jason Alcorn, MediaShift Panelists: Clare Carr, Parse.ly; Evan Mackinder, Slate
The difference between building a loyal audience and getting lost in the noise online? Measuring and valuing audience attention in your organization. Getting this right allows you to connect with readers the moment it matters.
This live online panel will include a discussion with publishers who have spent their time figuring out what matters to their audience and how they can measure it well. Hear how they’re writing better stories, creating innovative products and experiences, and finding new revenue for their businesses.
This free online panel is sponsored by Parse.ly. Parse.ly empowers companies to understand, own and improve digital audience engagement through data, so they can ensure the work they do makes the impact it deserves. All attendee emails will be shared with the webinar sponsor.
Continue reading "DigitalEd Panel: The Value Of Attention: Metrics, Methods and Outcomes"
Matt Carlson, Associate Professor at St. Louis University
Matt Carlson, an associate professor of communication at Saint Louis University, was set to announce a collaborative research project that would “connect a lot of dots surrounding news metrics and digital distribution platforms.” He wanted to examine journalism’s embrace of real-time audience data by shining a spotlight on “all the different actors involved, from reporters and editors and news management to engineers and salespersons at data analytic firms to the audience on the other end.”
But first, he needed to find a term that tied everything together. “Measurable journalism” was the solution.
In a special issue of the academic journal Digital Journalism, “Measurable Journalism: Digital Platforms, News Metrics, and the Quantified Audience,” nine researchers explore the implications of these technological and cultural shifts. Carlson, who edited the special issue and wrote an introductory essay, “Confronting Measurable Journalism
A version of this article was originally published by Bibblio.org.
Twitter accounts for less then 2.5 percent of traffic to publishers; Instagram and Pinterest barely supply one percent together. Currently, Facebook represents 22 percent, but its role in distributing publishers’ content has been falling dramatically for more than a year, and is only accelerating.
Data from Parse.ly, which tracks visits to more than 2,500 publishers, shows that ahead of the 2016 U.S. presidential election, more than 40 percent of traffic to those sites came from Facebook. By the end of 2017, it was less than 26 percent. It’s still dropping. For some sites, like BuzzFeed, this is a big problem, but even if you don’t rely on social traffic to the same extent, it’s a challenge.
The chart below shows the amount of traffic coming to publishers from Google and Facebook since the beginning of
Panel Title: Loyalty and Revenue: The New User Metrics
Moderator: Jason Alcorn, MediaShift Panelists: Denise Law, The Economist; Dave Burdick, Denverite
What user metrics matter most when reader loyalty is your goal? Right now a tectonic shift is happening in publishing from a click-driven era to one that is community-driven. How publishers respond today can determine if they will succeed in building an audience that shows up tomorrow and every day after.
This panel will include a discussion with publishers who are the forefront of thinking about how to measure user loyalty in this new community-driven era to strengthen their brands and use a loyal readership to grow revenue for their businesses.
This free online panel is sponsored by Opinary. Opinary enables users to share their opinion in-content, helping publishers and brands reach, understand and convert their most valuable audiences. Publishing partners – including global leaders like The Times, HuffPost, Continue reading "DigitalEd: Loyalty and Revenue: The New User Metrics"
Join MediaShift and experts from Content Insights, WhereBy.Us and the Dallas Morning News for “How to Get Better Engagement Metrics,” a free online panel on April 18. Reserve your seat now!
At many publishers, community and engagement editors have long been pushing for a change in the newsroom culture away from superficial metrics toward a more authentic relationship with readers. Yet that culture shift was often impeded by the value and sheer size of the Facebook audience, whose reach, distributed audience and referral traffic publishers came to rely on to hit their analytics and advertising goals.
Well that particular barrier has fallen. And now is a good time to talk about better engagement metrics.
When engagement is no longer defined as the total number of likes, reactions and shares by a aggregate audience and is instead an interaction with a particular reader of your website or publication, increasingly one
A version of this article was originally published by NewsWhip.
Twitter has signaled its intention to focus on video as a key platform feature for 2018, and some publishers have already been noticing the effects.
Last year, Twitter’s announcement that it would be partnering with a string of media companies to provide round-the-clock video content for the platform was met with some skepticism.
Was Twitter trying too hard to muscle in on a social video space that was already saturated and showing unpredictable returns? Video on Twitter was largely known for Vine, the since-shuttered service that allowed six-second looped clips, and Periscope, a live-streaming channel that faced plenty of competition of its own.
When we previously outlined four ways that publishers used the medium in mid-2016, there was a feeling that Twitter video could only every really be thought of as a promotional or extremely short clip service.
Panel Title: How to Get Better Engagement Metrics
Moderator: Jason Alcorn, MediaShift Panelists: Hannah Wise, Dallas Morning News; Alexandra Smith, WhereBy.Us
Engagement is so much more than Facebook reach. For publishers who want to cultivate a direct relationship with readers, it’s the top of the customer funnel. And how you define and measure engagement in your newsroom matters directly to whether you’ll be leading the industry or lagging behind.
This live online panel will include a discussion with publishers who are at the forefront of using engagement metrics to build a direct relationship with readers, improve the quality of their journalism and drive revenue for their businesses.
This free online panel is sponsored by Content Insights. Content Insights helps journalists and editors understand the behavior of their readership in a simple and comprehensible way. Content Insights is a multi-faceted web analytics platform for data-driven evaluation, ranking and comparing of Continue reading "DigitalEd Panel: How to Get Better Engagement Metrics"
A version of this article was originally published on IJNet.
Less than a year after closing its daily print edition to go all-digital, Brazil’s Gazeta do Povo has made major strides in its efforts to track the impact of its journalism on a societal level.
With ICFJ Knight Fellow Pedro Burgos’ help, Gazeta compiled and released its first impact report earlier this year to show readers the results of its work with Impacto, the impact-tracking tool Burgos developed with support from Google News Lab before starting his fellowship.
By compiling reports like this, Gazeta is able to show subscribers that its work is producing positive change in society — and that its journalism is worth paying for. And it gives digital-first newsrooms a more accurate, meaningful way to measure success than counting clicks.
But what does “impact” look like? For Gazeta, impact often looks like BRL16.4 millionContinue reading "How A Local Newsroom In Brazil Learned To Track Its Impact"
In December, Alexandra Smith joined WhereBy.Us as its first growth editor. The growing company, which uses the slogan, “Live like you live here,” and has 24 employees, currently runs local media sites in Miami and Seattle as well as a creative studio. And it just launched an impact tracker internally. It’s notable as one of the first times commercial media has embraced impact tracking as a strategy for marketing and growth.
For local news organizations, tracking impact is a way to tie journalism’s value to revenue. Impact trackers can help show readers how news works and source powerful messaging for membership or subscription campaigns. Thirty-one percent of recent subscribers to local newspapers subscribed because they wanted to support local journalism, according to the Media Insight Project. Gannett, where Smith worked before joining WhereBy.Us, recently launched an internal impact tracker, and LION Publishers is now offering investigative reporting Continue reading "How WhereBy.Us Will Track Impact of Local Media"
MIAMI – The theme of this year’s Knight Media Forum in Miami was “Strengthening Local News, Community and Democracy.” The annual gathering of librarians, community foundations and journalists hosted by the Knight Foundation opened with a panel of Knight Commissioners who set a pragmatic but urgent tone on trust, media and democracy.
Smart questions from Tony Marx of @nypl: How do we decide what information to trust as facts? How are we going to protect local news? How can we encourage people to get out of their filter bubbles? How can we figure out what to do about dark money? #infoneeds
What does the media metrics profession look like in 2018? How are editors and other newsroom leaders responding to seismic shifts in how audiences are built? In how audiences translate to revenue to pay for reporting?
As we’ve done the last two years, we surveyed our readers here on MetricShift. We learned what you do and what you want to learn this year. We also learned some of the ways that metrics are evolving as metrics professionals are moving up the newsroom masthead.
Your top priority? Audience growth, followed by impact measurement. Here are six more highlights from the 2018 MetricShift reader survey.
Metrics matter to senior newsroom leaders
Question: Where are you in the org chart?
A majority of MetricShift readers hold senior positions in their newsrooms. That points to something we wrote a lot about last year: the increasing responsibility of many who started their careers in social
Last week, MediaShift hosted an online panel on how to get better newsletter metrics. The topic was one of our most popular — for good reason. Newsletters are proving to be a reliable and measurable way for publishers to connect directly with readers. We can’t forget that email is still a platform, but at least it’s one with open standards and a higher degree of control for both sender and recipient.
The New York Times’ Lindsey Goddard, Greentech Media’s Brady Pierce and Parse.ly’s Clare Carr generously shared their expertise. Watch the video here or scroll down for seven of their best tips for how to get better newsletter metrics.
1. Segment your audience.
Newsletters feel personal, like a one-to-one communication. Or at least they should. By segmenting your audience and developing email products that deliver on a unique, targeted value proposition, you are likely to have the greatest success.
2. Continue reading "7 Tips to Get Better Newsletter Metrics"
A version of this article was originally published on the NewsWhip blog.
In January, Facebook announced an update to the news feed which would “prioritize local news so that you can see topics that have a direct impact on you and your community and discover what’s happening in your local area.”
The general idea is that users may be more interested in stories relevant to their community, helping foster the type of “meaningful interactions” that Facebook has stated it is looking to encourage in the news feed. Meanwhile, boosting the signal from local news sites helps fill any potential content gaps from other less reputable or relevant sources, which the platform has been trying to demote in visibility.
So far, the move is restricted to U.S.-based publishers, many of which already perform strongly on social platforms. The last time we ranked Facebook engagements among regional publishers was