It was right in front of us all along — it just wasn’t pageviews.
It’s almost 2018, we’re older and wiser, and we now yearn for some real commitment from the people we make journalism for. We’ve come to realize that one-time visitors — effectively the one-night stands of the media world — provide little more than the cheap thrills of banner-ad dollars. And chasing comScore uniques isn’t very fulfilling. But a meaningful connection with our audience? That’s #relationshipgoals. It has the potential to unlock a more stable business model.
So what does that connection look like? How do you measure it? Which metrics are better indicators of what’s working to cultivate and retain folks? What behaviors can show us who is the most loyal among our audience? And ultimately, how can we serve them better? That’s what we’re going to home in on next year.
In 2018, newsrooms across the country will be re-examining their analytics reports and searching for patterns that look beyond scale. Pageviews never should’ve been what we coveted most in the first place — look at the trust issues we’ve brought on in part because we chased those clicks. But we can change. Strategies that’ve been built around traffic are being dismantled.
This year, we’ve seen newsrooms make moves toward more mixed-revenue diets and launch nonprofit ventures. And while pageviews are still a top priority at metro newspapers that rely heavily on digital display advertising, editors like Irene McKisson at the Arizona Daily Star are experimenting with micro-niches.
McKisson launched an off-platform vertical for women, This is Tucson, which allows her team to sell sponsorships. Here she tracks users, their sessions, bounce rate, time on site, and compares new users to returning ones. The brand lives across platforms and because of that “social analytics are also way more important, because we aren’t as concerned with whether a user reached the website,” she explains.
To McKisson, a loyal reader is someone who visits “two or more pages per session with a bounce rate of less than 50 percent.” Other big indicators: downloading the app, signing up for push alerts through Facebook Messenger, attending an event, and “putting our sticker on a water bottle 😂,” she tells me over Slack.
Similarly, we watched The Washington Post launch The Lily, a publication that is able to tailor its journalism — and advertising — to a very specific group: millennial women. Both This Is Tucson and The Lily are casting a way smaller net by deciding to serve only a specific slice of the population. It’s interesting to see these newsrooms experiment with demography-oriented products — and we’ll be keeping a close eye on these projects for insights on audience growth and loyalty.
And here at Mother Jones, we’ve identified data projects that will hopefully set us on the path to identifying and serving our most loyal readers. We’re running experiments with new calls-to-action around our stickiest products: magazine subscription, newsletter signup, and membership. We’re defining what we consider to be high-value actions and looking to see if there are any measurable user behaviors that correlate to reveal a pattern we can harness.
Media currently doesn’t have super sophisticated ways to segment users and serve them different experiences — but we’re working on it. Imagine visiting a news site for the first time and rather than have it ask you for something right away, it waits until you get to know it a little better. Or, on the other end of spectrum, long-time readers and subscribers are spared the usual barrage of asks. This future isn’t far off.
But for now, let’s focus on figuring out what loyalty metrics for media are. How readers interact with our journalism is one major way audiences are telling us what they want.
We shouldn’t expect loyalty — we should earn it.
Julia B. Chan is director of audience for Mother Jones.
Dan Shanoff You down with OTT? (Yeah, DTC)
Andrew Haeg The year journalists become relationship builders
Matt DeRienzo A recession, then a collapse
Matt Boggie The intellectual equivalent of the Dead Sea
Craig Newmark Working together toward sustainable solutions
Julia B. Chan Looking for loyalty in all the right places
Rodney Benson Better, less read, and less trusted
Tracie Powell The muting of underserved voices
Francesco Marconi The year of machine-to-machine journalism
Laura E. Davis Writing answers before you know the question
Rachel Schallom Better design helps differentiate opinion and news
Mike Caulfield Refactoring media literacy for the networked age
Amy Webb Listen to weak signals
Charo Henríquez Training is an investment, not an expense
Julia Beizer A longer view on the pivot
Kinsey Wilson Facebook and Google: Help out or pay up
Sarah Marshall Loyalty as the key performance indicator
Juleyka Lantigua Women of color will reclaim and monetize our time
Elizabeth Jensen Show your work
S. Mitra Kalita The arc of news and audience
Kim Fox Audience teams diversify their approach
Sam Ford The year of investing in processes
Doris Truong Computer vision vs. the Internet vigilantes
Molly de Aguiar Good journalism won’t be enough
Alan Soon The rise of start of psychographic, micro-targeted media
Emily Goligoski Looking beyond news for inspiration
Will Sommer The year local media gets conservative
Rick Berke Value is the watchword
Lam Thuy Vo Breaking free from the tyranny of the loudest
Mariana Moura Santos Think local, act global
Alfred Hermida Going beyond mobile-first
Michelle Ferrier The year of the great reckoning
Alastair Coote The year of self-improvement
Zizi Papacharissi Women come back
Sara M. Watson Feeds will open up to new user-determined filters
Kathleen McElroy Building a news video experience native to mobile
Felix Salmon Covering bitcoin while owning bitcoin
Mario García Storytelling finally adapts to mobile
Feli Sánchez The year for guerrilla user research
Monika Bauerlein The firehose of falsehood
Joyce Barnathan It will be harder to bury the news
Eric Nuzum Beyond the narrative arc
Yvonne Leow The rise of video messaging
Monique Judge Letting black women tell their own stories
Rubina Madan Fillion Unlocking the potential of AI
Andrew Ramsammy The year ownership mattered
Raney Aronson-Rath Transparency is the antidote to fake news
Marcela Donini and Thiago Herdy Collaboration is the way forward for Brazilian journalism
Jassim Ahmad Thriving on change
Dheerja Kaur Fun with subscription products
Evie Nagy Pivot to mobile video frustration
Jennifer Brandel and Mónica Guzmán The editorial meeting of the future
Mary Walter-Brown Show a little vulnerability
Errin Haines At the ballot, it’s time to count black women
P. Kim Bui The reckoning is only beginning
Heather Bryant Building the ecosystems for collaboration
Jared Newman Venture funding and digital news don’t mix
Jessica Parker Gilbert Design connects storytelling and strategy
Susie Banikarim R.I.P. Pivot to Video (2017–2017)
Juliette De Maeyer A responsible press criticism
Frédéric Filloux External forces
Jim Moroney Newspapers have to be good enough for readers to pay for
Rodney Gibbs Tech workers turn to journalism
Joanne Lipman Journalists inventing revenue streams
Tamar Charney We get serious about algorithms
Eric Ulken The year local publishers get smart(er) about change
Daniel Trielli The rich get richer, the poor scramble
Caitria O'Neill The new court of public opinion
Vivian Schiller Pivot to tomorrow
Cristina Wilson The year of the Instagram Story
Cindy Royal Your journalism curriculum is obsolete
Tim Carmody Watch out for Spotify
Corey Ford The empire strikes back
Mariano Blejman News games rule
Edward Roussel Eyes, ears, and brains
Taylor Lorenz Social and media will split
Lucas Graves From algorithms to institutions
Justin Kosslyn The year journalists become digital security experts
Federica Cherubini The rise of bridge roles in news organizations
Nushin Rashidian Publishers seek ad dollar alternatives
Trushar Barot The Jio-fication of India
Alexios Mantzarlis Moving fake news research out of the lab
Ray Soto VR reaches the next level
Ernst-Jan Pfauth Publishing less to give readers more
Aron Pilhofer We can’t leave the business to the business side any more
Jennifer Choi Standing up for us and for each other
Emma Carew Grovum Newsroom culture becomes a priority
Corey Johnson The pro-fact resistance
Sam Sanders Shine the light on ourselves
Caitlin Thompson Podcasting models mature and diversify
Basile Simon We need better career paths for news nerds
Pia Frey Address users as individuals
Amy King Let’s amplify visual voice
Millie Tran and Stine Bauer Dahlberg (Hint: It’s about your brand)
Betsy O'Donovan and Melody Kramer Skepticism and narcissism
Debra Adams Simmons And a woman shall lead them
Hannah Cassius The year of the echo-chamber escapists
Kyle Ellis Let’s build our way out of this
Bill Keller A growing turn to philanthropy
Adam Thomas Sharing is caring: The year of the mentor
Helen Havlak Keywords, not publishers, power the world’s biggest feeds
Imaeyen Ibanga Longform video leads the way
Mary Meehan Real lives are at stake in rural areas
Ståle Grut Reclaiming audience interaction from social networks
Brian Lam Sketchy ethics around product reviews
Ruth Palmer Risks will grow for news subjects — especially minorities
Raju Narisetti Mirror, mirror on the wall
Pete Brown Push alerts, personalized
Manoush Zomorodi Self-help as a publishing strategy
Jennifer Coogan The future is female
Carlos Martínez de la Serna The new journalism commons
Amie Ferris-Rotman More female reporters abroad (please)
AX Mina Memes and visuals come to the fore
Jim Brady With the people, not just of the people
Sydette Harry Listen to your corner and watch for the hook
Rasmus Kleis Nielsen The Snapchat scenario and the risk of more closed platforms
Alice Antheaume Are you fluent in AI?
Damon Krukowski Reviving the alt-weekly soul
Hossein Derakhshan Television has won
Sally Lehrman Trust comes first
Niketa Patel Live journalism comes of age
José Zamora Revenue-first journalism
Lanre Akinola Making noise is not a strategy
Rachel Davis Mersey AI, with real smarts
Joanne McNeil Gatekeeping the gatekeepers
Cory Haik Suffering from realness, pivoting to impact
Mi-Ai Parrish Blockchain and trust
Nicholas Quah Stop talking trash about young people
Jacqui Cheng Retailers move into content
Carrie Brown-Smith Transparency finally takes off
Jamie Mottram From pageviews to t-shirts
Gordon Crovitz Serving readers over advertisers
C.W. Anderson The social media apocalypse
Steve Grove The midterms are an opportunity
David Skok Finding an information-life balance
Tanya Cordrey Finally, the seeds of radical reinvention
Nicholas Diakopoulos Fortifying social media from automated inauthenticity
Pablo Boczkowski The rise of skeptical reading
Dannagal G. Young Stop covering politics as a game
Claire Wardle Disinformation gets worse
Jarrod Dicker Honesty in advertising
Jesse Holcomb Information disorder, coming to a congressional district near you
Nikki Usher The year of The Washington Post
Michelle Garcia Navigating journalistic transparency
Matt Carlson Attacks on the press will get worse
Kawandeep Virdee Zines had it right all along
Christopher Meighan Passive partnership is in the rearview
Kristen Muller The year of the voter
Umbreen Bhatti The trust problem isn’t new
Andrew Losowsky The year of resilience
Luke O'Neil The end is already here
Mandy Velez texting is lit rn, fam
Borja Echevarría TV goes digital, digital goes TV
Marie Gilot No assholes allowed
Vanessa K. DeLuca Women’s voices take center stage
Michael Kuntz The only pivot that might work
Miguel Castro The arrival of the impact producer
Valérie Bélair-Gagnon Seeking trust in fragmented spaces
Mira Lowe The year of the local watchdog
Renée Kaplan The year of quiet adjustments (shhh)
Richard Tofel The platforms’ power demands more reporters’ attention