Categories: OLD Media Moves

The WSJ is using data to improve the audience experience

Laura Johnston of the Donald W. Reynolds Journalism Institute at the University of Missouri writes about how The Wall Street Journal is using data to improve the audience experience.

Johnston writes, “Newsrooms have the capacity to collect mounds of data about who visits their websites, what stories are being read, and by whom. But what are we doing with all that information?

“Tran told me the audience team is doing more ‘acting on the information’ instead of just collecting it.

“During that early morning meeting, an analytics editor might break stories down by what’s a top read for subscribers versus what’s most read by engaged time, she said.

“Engaging newsroom staff in conversations about digital audience and readership helps them understand why they should care about engagement and how to set strategies for improving the reach of their work, Tran said.

“One example might be that when a reporter writing about the apparel industry and teenage customers submits a story, the headline might instead focus on teen fashion instead of apparel.

“‘Editors come to us to ask for help brainstorming ideas,’ she said.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

Recent Posts

Indianapolis Biz Journal seeks a news editor

The Indianapolis Business Journal is looking for our next news editor, a role that focuses…

15 hours ago

Axios hires Berkowitz as ME for media and markets coverage

Axios has chosen Ben Berkowitz to be its next managing editor of business and markets.…

19 hours ago

Business Insider hires Ortega as director of newsroom operations

Business Insider editor in chief Jamie Heller sent out the following on Monday: I'm thrilled…

20 hours ago

Rest of World promotes Chandran to deputy editor

Rest of World editor in chief Anup Kaphle sent out the following on Monday: We are excited…

20 hours ago

FT hires Venugopal as India newsletter editor

The Financial Times has hired Veena Venugopal as its India newsletter editor. She has been working at…

21 hours ago

FT taps Parkin to be Middle East and Africa news editor

Benjamin Parkin has been named Middle East and Africa news editor at the Financial Times, based…

24 hours ago