The newsroom of 2016 has screens of story metrics. Editors’ inboxes are full of data dashboards. Numbers play a part in the news meeting.
We may understand the lifecycle of a story, but how much do we understand what motivates our audiences?
This is the year we build on our data-guided decisions and embrace a reader-centric approach.
We are drowning in data. We have an in-depth understanding of story metrics, and we are starting to get smarter when it comes to recognizing reader interests. But we have only a surface-level appreciation of what motivates people and why they behave in a particular way.
Put simply: We know how to make readers click, we rarely understand why they do.
If we can better understand the people we rely on — our audiences — we can create better user experiences and products.
Sarah Marshall is is audience engagement editor for Europe, the Middle East, and Africa at The Wall Street Journal.