Unless you're the NYT, your newsroom is likely struggling through significant challenges growing digital audiences right now amid news avoidance, declines in social (and soon, search) referrals and the continued fragmentation of readers' attention.
That is why I think it's really important for news orgs to think beyond legacy measurement models, ie an insistence on unique visitors as the end-all, be-all metric. Publishers should be focused on providing value for their audiences *wherever* they can afford to be present and relevant, and focus on converting those connections into meaningful 1:1 relationships.
Funnels are changing. Publishers need to experiment with new engagement (and measurement) strategies if they want to meet modern information needs. Please, for the love of all that is good in this world, let's let go of the holy MUV and expand the ways we think about measuring our reach.
Here's what that looks like for The 19th, where Audience Director Alexandra Smith is piloting Total Journalism Reach as a way to measure The 19th's distributed audience "portfolio" if you will. It measures The 19th's ability to deliver original journalism across a healthy balance of channels, and creates space for the org to test new methods for building 1:1 relationships from there. Am proud of the team for its leadership here, and look forward to seeing what they learn in the next year of experimentation!
https://lnkd.in/gsRmpBvv
Congratulations!