All publishers want to become indispensable to their audiences. They 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 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 making.
With insights from the American Press Institute’s Metrics for News software and services, we will 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 our work with 100+ newsroom partners), participants will learn how to prioritize which metrics to track and tips for leveraging the data-collection tool(s) they already use.
Katie Kutsko is a graduate of the University of Kansas and the education & strategy 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.