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.