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.
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.