The numbers game may not be all bad for news and journalism content


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From a journalist and content producer’s perspective, development of stories is considered very sacred and full of integrity. Never will we sway to the winds of metrics, ratings and numbers.

But, just hold it right there.

Actually, reader and viewer data can be put to good use for developing good quality content. It just needs to be read and interpreted correctly.

Of course, click bait headlines and Kardashian-like rubbish stories will get the high numbers. But it is the consistent, high-quality, society-benefitting content that keeps the right audience.

And once we learn that value the demographics and psychographics of the audience, only that will we be able to look past the PVs (page views), UV (unique page views), bounce rates and whatever else.

Once we know who is watching us, then we will know how to cater to them. It’s like that old saying that kind of goes like ‘it’s better to shoot like a sniper and get the one you want, rather than spray with a machine gun and hope you hit something’. Or something like that lah!

And the article that inspired this in me is by digital expert David Higgerson: Why audience targets can be good for journalism

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