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Why a London hyperlocal news site attributes its growth to analytics


London is considered to be one of the most poorly covered parts of the U.K. in terms of local news, but London24 is building an online-only publication for the city. Launched in 2012, the site generates revenue from a combination of display advertising, native advertising and promotions. Editor Kate Nelson says London24’s growth can be attributed to their close eye on analytics and what kinds of coverage their audience is looking for: “We’re open-minded, but we also monitor our experiments quite carefully. I think a huge part of why we’ve grown is because we’ve listened to our audience, and we really pay close attention to analytics.”

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