Editorial Analytics: How News Media are Developing and Using Audience Data and Metrics

44 Pages Posted: 29 Feb 2016

See all articles by Federica Cherubini

Federica Cherubini

World Association of Newspapers and News Publishers (WAN-IFRA)

Rasmus Kleis Nielsen

University of Oxford - Reuters Institute for the Study of Journalism

Date Written: February 23, 2016

Abstract

News organisations are increasingly embracing the use of analytics and metrics as part of editorial decision making, but what constitutes a sophisticated analytics strategy? And why are so many media organisations still using such a rudimentary approach to analytics? This report looks at which organisations are building a competitive advantage over less advanced competitors through a better understanding of their audience, and what lessons others can take from their approaches. Based on over 30 interviews with senior figures involved in developing analytics in news organisations, the report examines analytics at leading news organisations, provides a review of current trends – and looks at where others are falling behind.

Keywords: journailsm, news, news media, analytics, metrics, digital media

Suggested Citation

Cherubini, Federica and Nielsen, Rasmus Kleis, Editorial Analytics: How News Media are Developing and Using Audience Data and Metrics (February 23, 2016). Available at SSRN: https://ssrn.com/abstract=2739328 or http://dx.doi.org/10.2139/ssrn.2739328

Federica Cherubini

World Association of Newspapers and News Publishers (WAN-IFRA) ( email )

Rotfeder-Ring 11
Frankfurt, 60327
Germany

Rasmus Kleis Nielsen (Contact Author)

University of Oxford - Reuters Institute for the Study of Journalism ( email )

13 Norham Gardens
Oxford, OX2 6PS
United Kingdom

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