Inform, Don’t Overwhelm and Know Your Goals; Making Best Use of Content Metrics

“Overcoming metrics anxiety.” I hadn’t heard that exact phrase before reading the excellent new report from Elisabeth Gamperl, but it makes sense. “Journalists are not analysts,” she writes. “Most of them became journalists because they care about words and stories… It is important to provide the newsroom with data it really gets value from. Measure a lot, but report less.” It’s a balancing act.

Ultimately, writes Gamperl, metrics analysts should be seen as vital members of the newsroom. For more key takeaways from the report, log in.

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