Rana Sweis

Journalism World

NPR visuals team use analytics

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How many analytics platforms is your newsroom using? The answer to that question goes back to, or should go back to, what the organisation is trying to measure on the web and how it interprets what every engagement or audience development editor is trying to find a definition for: a story's impact.

Back in November, NPR received a $35,000 grant from the Knight Foundation to develop an analytics bot that would help the visuals team take better action informed by what they measured about their work, but also rethink their goals and definition of success.

"We'd been playing around with alternative metrics for longer than one and a half years and this idea came out of our questioning of what our mission is, why have a visuals team at a radio organisation?", said Brian Boyer, editor of NPR's visuals team.

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Digital Digest

Media multitasking

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As news organizations work to enhance their digital presence, they are experimenting with ways to improve their audience experience. As technology evolves, readers, viewers and listeners are demanding more than straight facts from a single source of information. With this in mind, journalists are incorporating multiple media platforms into their work to offer audiences more information and context. For example, FRONTLINE creates investigative documentaries that appear on TV. As viewers watch a documentary, they can use their laptops to access additional information on the subject on FRONTLINE’s website. Meanwhile, audience members also can use their mobile phones to interact with FRONTLINE via social media while they view the program. News consumers are increasingly adept at using two or more media platforms simultaneously to explore the topic of a single news story.

As digital technology has become more common, so has this “media multitasking.” As academic scholars study the trend, their findings inevitably will be helpful to newsroom leaders in developing strategies for advertising and audience engagement.

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