ICYMI – Gannett at #ONA14: Data-driven insights with Chartbeat

I missed the Online News Association conference last week because I had just returned from Asia speaking at the WAN-IFRA India conference and doing some data journalism seminars with journalists in India and Singapore.

However, my Gannett colleagues were at ONA14 in force, and they highlighted how we’re using analytics tools like Chartbeat to make sure that our journalism reaches the widest audience. We’re doing that with a mix of dayparting and content programming to make sure that we have the right content for the right audience at the right time of day, and we’re also driving an audience focus in our newsrooms that delivers real public service and engagement.

Kevin Hogan, who is the digital editor for some Gannett sites in New York, created a great Storify summary of the discussion at the Gannett Salon about the insights that Chartbeat is providing us.

A few highlights:

  • Only about four percent of readers who come to a story from a link shared on social media will return to the homepage of the site.
  • At Gannett, we get our highest loyal traffic at 9 am in the morning. This is definitely true at my sites. Traffic starts building at about 6:30 to 7 a.m. and then starts a gentle glide path downward through the day after 10 a.m.
  • Readers use tablets and mobile more in the evening. Our desktop/mobile mix shifts to mobile between 4 to 6 p.m., and it is driven almost entirely by Facebook.

2 thoughts on “ICYMI – Gannett at #ONA14: Data-driven insights with Chartbeat

  1. I’d be interested to know what percentage of the 96% who don’t go to the homepage (a) consumer other pages before the leave and (b) just bounce…

    • Adam, I can say that our recirculation rate is a lot higher than four percent so I’d say that while they might not go back to our homepage, they aren’t just bouncing. That being said, for my sites – two very local newspapers – most of the ‘normal’ traffic patterns you hear about in national and international media simply do not apply. Having said that, the doom and gloom about newspapers doesn’t apply at my sites either. At my quarterly meetings yesterday, one of my newspapers announced a rather nice year-over-year profit bump. (Stress on profit rather than revenue.)

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