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

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