Insights, tools and research to advance journalism

Metrics and measurement (Page 6)

The American Press Institute offers publishers software tools and guidance to help them measure their content in new ways and form data-driven strategies. Read more about our Metrics for News program here, and see other recent insights about metrics and measurement below.

How to think about metrics: Clearly define your goals and decide which metrics are relevant

Slack’s former product manager Kenneth Berger says in order for metrics to be useful, you need to know what your goals are and what metrics you should pay attention to that are relevant to those goals. Berger recommends getting in the habit of regularly revisiting your goals, providing context for the data. Berger says: “Quantitative […]

‘How BuzzFeed won the Internet’: 27 percent of its traffic is native Facebook video and 21 percent is Snapchat views

In a conversation with Re/code’s Peter Kafka, Jonah Peretti explains how BuzzFeed “won the Internet” by breaking down its traffic, which he defines to include engagement with BuzzFeed’s content on platforms outside of its website and apps. Platforms are key to BuzzFeed’s success: Facebook native video is the biggest proportion with 27 percent, followed by […]

Trinity Mirror revamps its digital strategy to focus more on analytics and audience engagement

Trinity Mirror’s new digital strategy called Connected Newsroom is increasing the publisher’s focus on metrics. Editorial director for regionals Neil Benson says each newsroom will soon have its own “specialist trends analyst” who will work with the newsrooms to better utilize analytics. Connected Newsroom is an extension of Trinity Mirror’s digital-first strategy Newsroom 3.1 launched […]

LinkedIn’s referral traffic to publishers has dropped by as much as 44 percent this year

You might have heard: LinkedIn is building a publishing platform for professionals, and more than 130,000 posts are published with LinkedIn’s publishing tools every week But did you know: LinkedIn was once a steady source of referral traffic for many publishers, but that’s slowing as LinkedIn prioritizes its own publishing tools. In the first 8 […]

How The Globe and Mail uses article tagging to track its paid content

Many news organizations use article tagging for search keywords and topics within a story, but Abigail Edge writes that there are better ways to use article tagging. At Canada’s Globe and Mail, article tags are used to indicate whether a story is behind a paywall or not, as well as for tagging sponsored content. The […]

How The New York Times gets a 70 percent open rate on its newsletters by evaluating what its readers are interested in

With more and more newsletters available, The New York Times is taking a closer look at what their readers are looking for in NYT’s newsletters. NYT executive director of product Dork Alahydoian says they’re taking two approaches: the first goes beyond traditional sections to make newsletters around broad lifestyles and themes, and the second is […]

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 […]

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The American Press Institute

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We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
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