Audience Metrics and News Decisions

  1. Corzo, Silvia-María 1
  2. Salaverría, Ramón 1
  1. 1 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

Libro:
Journalism, Data and Technology in Latin America

Editorial: Palgrave-Macmillan

ISSN: 2662-480X,  2662-4818

ISBN: 9783030658595,  9783030658601

Año de publicación: 2021

Páginas: 137-161

Tipo: Capítulo de Libro

DOI: 10.1007/978-3-030-65860-1_5 GOOGLE SCHOLAR lock_openAcceso abierto editor

Resumen

Digital media are constantly trying to provide attractive and useful content to their users. They have to do it with caution, in order to respect the identity of the publications and their business strategy. This implies constant editorial decision-making. To support these critical decisions, the most widespread tools today, those that allow a better analysis of audiences, are digital metrics. The metrics provide key performance indicators, generally named as KPIs, chosen according to the type of data required: quantitative or qualitative. Based on a qualitative study through questionnaires and interviews with journalists from seven native digital media in Latin America, this chapter analyzes to what extent and with what effects are metrics being used by digital media in this region to make strategic decisions. The results indicate that the adoption of metrics as criteria to guide the supply of news is still moderate in the region. However, a growing incidence of these analytical systems in newswork is detected, at least among digital native media.

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