The metrics newsrooms are paying attention to are changing.
In this moderated panel, we’ll focus on how the metrics newsrooms are paying attention to are changing. At This is Tucson, an offshoot of the Arizona Daily Star, editors created Jessica, a persona aimed at building empathy and helping the staff shift their focus away from page views and toward metrics of greater loyalty such as time on site, repeat visits and membership conversion. At NowThis, a social-first video newsroom that’s expanded into written content with a new website and newsletter, the focus has shifted from video views to markers of engagement such as time spent (on video or site), share of voice, and more qualitative data like comments, shares, and audience responses to calls-to-action. A new division, NowThis Impact, is focused on developing relevant metrics to assess the impact of solutions journalism, and marries editorial and data insights teams in order to do that.
- Meena Thiruvengadam
Self-employed, Meena Media
- Rubina Madan Fillion
Director of Audience NYT Opinion, New York Times