Does focusing on audience metrics damage journalism? Regular readers of this blog won’t be surprised to read that I don’t think it does – but there are important caveats.
If you use multiple metrics – such as unique browsers, page views, time spent on article and bounce-rate – you quickly develop a quick, yet broad, picture of what appeals to people. Knowing what sort of audience is your priority is critical.
Focus on just one metric, be it just unique browsers or page views, and the risk is that you end up hitting a number but don’t build loyalty, and, in effect, are having to run very hard to effectively stand still. Focus too much on just engagement metrics such as time spent on article and you can end up super-serving a loyal, but very small, audience.
In other words, journalists and newsrooms need to produce content – and by that, I really mean stories, regardless of how it is told – which both attracts readers but also doesn’t disappoint. In an ideal world, that first story or piece of content needs to make a mark on the reader’s memory so when they find the brand in search or social in the future they are more inclined to click.
I’m sure I’m not the only person who was party to a conversation debating how long it would take Rangers to start banning dissenting voices in the media once Mike Ashley, owner of Newcastle United, effectively took over the club.
I try not to use this blog too often to talk about my job, because that’s not what it is meant to be about.
But having been heavily involved in the new digital project in Reading, I thought I’d use the blog to counter some of the complete bobbins which has been written by supposed journalism experts.
I’m not going to divulge detailed editorial plans (sorry), not least because they are for publisher Ed Walker to talk about when the time is right. But there are some things I do want to share.
It should go without saying that nobody ever wants to close a print title. I started in print almost 20 years ago and still love reading newspapers.
But it’s clear to anyone who knows the industry that as more and more people consume news online instead of in print, some newspapers will reach a point where an online-only future is their only future.
The Scottish referendum will live long in the memory of the journalists who covered it. But as the dust settles and the devolution negotiations kick on, I’ve pulled together a list of things the referendum can teach us about political journalism and where it’s heading….
At 6.43am yesterday I checked my alarm clock and hurtled downstairs to turn on Cbeebies. My three-year-old wasn’t even up at this point – the normal trigger for Cbeebies being allowed to beam into our house. Yesterday, however, was her birthday and my hurry to watch Cbeebies was less about not missing one of the new episodes of Pingu, and much more about seeing if her birthday card would appear on TV.
I was just in time. As the telly warmed up, the first thing I saw was my daughter’s face in the middle of our carefully stuck-together Octonauts card with a birthday message being read out by Cat (on the right of the picture above, obviously).
Hit Sky+, dash upstairs, grab my now-awake daughter, plonk her in front of the TV, repeat same pattern with my wife carrying our two-week-old youngest daughter, press play on TV and watch everyone smile, not least my three-year-old as it dawned on her that it was her the people on the TV were saying happy birthday to. She even stopped talking about her current favourite TV cartoon, the dreadful ‘Little Princess’ over on Channel 5’s Milkshake.
Great digital headlines are ones which tell enough of the story to make you want to read more, mix in search engine optimisation where possible and, preferably, prompt a reaction in someone so that they can’t resist visiting.
And the best digital headlines are probably the ones you’ll only ever get to write once in your career. For that, you need a story which generates the same reaction once shared online that it did when it first arrived in the newsroom.
New social media tools come, and some go again. Some gain traction and then fall by the wayside when Twitter changes its API, others struggle to make ends meet and introduce subscription service, while others just get forgotten about.
For me, Twazzup falls into the last category, but having rediscovered it a couple of weeks ago, am finding that it’s still remarkably useful. There are a myriad of Twitter monitoring tools out there, some of which look very sleek, some of which are excellent. But here are six things which I think are behind my persistent return to Twazzup: