With the use of metrics and analytics embedded in practice at most newsrooms, efforts are shifting to develop processes that target specific audience segments. Traffic still matters, but the time spent metric has gained gravitas, and views from loyal readers are more valuable. Hence, more importance is placed on creating content that will engage and retain these readers/viewers and/or monitoring conversion data that show the types of stories that turn a content sampler into a paid subscriber. Meanwhile, social media data are used to monitor what’s being shared, when it’s being shared, and how comments might reflect engagement with content. However, the relevance of particular audience data is highly tied to an individual outlet’s revenue model and management priorities. This presentation explores how multiplatform delivery and concepts of engaging the audience through the use of audience data continue to push the evolution of journalism.
Presentation slides from the 72nd annual International Communication Association Conference
