All publishers want to become indispensable to their audiences, especially now. They want to effectively serve their communities to get them the information that matters. They also want to know what drives engagement and subscriptions, how to make their work part of a reader’s daily habit and how deeply to cover those topics that matter. Those questions are not easily answered with conventional web analytics that were never intended for journalists.
What people click on, spend time with, subscribe to and share can reveal why they rely on a publisher for their news and information. But data overload can become overwhelming, even paralyzing, to decision-makers.
In a webinar with the American Press Institute’s Metrics for News team, we’ll discuss which measures of engagement to focus on (hint: not just pageviews) and how to define success. Through a series of 11 lessons on using metrics for newsroom change (gathered from the Metrics for News team’s work with 100+ newsroom partners), participants will learn how to prioritize which metrics they track and tips for leveraging the data-collection tool(s) they already use.
Additionally, API has created a new coronavirus dashboard in Metrics for News that automatically pulls trends and insights about how your audience is engaging with your COVID-19 coverage. In this webinar, you’ll get a peek at that dashboard and learn how to gain access to this tool if interested.
About Metrics for News:
Metrics for News gives news organizations powerful journalism analytics that go beyond traditional traffic metrics. It’s a strategic tool built around newsroom priorities to grow audiences, deepen engagement and drive subscriptions, and it’s designed so every user can see how their work contributes to larger organizational goals.
Liz Worthington, Director of Content Strategy, American Press Institute
Liz manages API’s program to help publishers create data-driven content strategies. She joined API after nearly 10 years as a reporter and editor for various newspapers and digital platforms. Just before joining the team, Liz served as the Senior Editorial Trainer for Patch.com where she built an editorial curriculum that focused on enhancing the field’s digital news, social media and audience development skills. Prior to training, Liz served as a manager and editor at Patch. She always loved community news and before jumping into the world of online journalism, Liz worked as a reporter for the Island Packet in Hilton Head, SC, and the Culpeper Star-Exponent in Culpeper, VA. Liz is a 2005 J-School graduate from the University of Missouri-Columbia.
Katie Kutsko, Partner Development Manager, Metrics for News / American Press Institute
Katie Kutsko is a graduate of the University of Kansas and the partner development manager for the American Press Institute’s Metrics for News program. She empowers prospective and newly-signed partners to understand how MFN’s suite of products can help them build a loyal and engaged audience over time. While at KU, she served as editor-in-chief at the University Daily Kansan, where she led a newsroom transformation from a print mindset to a digital-first operation. She has interned at the Chicago Tribune, Indianapolis Star and Lawrence (Kan.) Journal-World.
Moderator: Jennifer Peters, Reporter, Trends & Insights, News Media Alliance
Jennifer Peters is the trends and insights reporter and social media manager at News Media Alliance. She is focused on the ways in which the news media industry is changing and how those changes impact the way journalists create new work. With the News Impact Project, she and the Alliance are working on showing the value news media has in local communities across the country. Prior to joining News Media Alliance, Jen spent more than a decade in journalism, both in print and digital, working for glossy magazines and digital news outlets. She has written hyper-local news stories, as well as stories of international interest, and her work has covered every aspect of human existence, from love and sex to war and death.
Jennifer Peters is former content manager of the News Media Alliance.