How SMS and social are reaching new audiences PLUS different metrics to measure different kinds of growth

July 14, 2022

I have worked at the intersection of technology and journalism since the mid-90s, and one area of focus of my work has been using these new tools to connect with audiences. My strategy in my previous role as the director of digital products and platforms was to build loyalty and habit leading to membership, my job being with a major regional public broadcaster. Today there are several really interesting examples. In the US state of Nevada, a political reporting group used the tool Subtext to provide not only information to audiences but also a return channel to the newsroom. In my experience, the return channel is used by a small subset of the audience (the old 1-9-90 rule), but those who use it can become passionate advocates for what you do. And many more users will be passive consumers of such a service rather than active co-creators using the return channel. (Of course, you also have to have a plan for bad faith actors and to take care of those who are on the receiving end of the return channel.)

The other story almost passed me by. Nieman Lab highlighted a group of outlets in the US state of Georgia that had received foundation funding. But when I took a closer look, these BIPOC outlets had interesting creation stories. One started on Facebook before migrating to a local public access cable channel. Another Spanish-language outlet still uses Facebook as its primary distribution channel. It's a very interesting way to test the market and develop an MVP. I do wonder about the business model of a Facebook-only outlet, but now they have a bit of a runway to figure that out.

Thinking about that, leaders at these outlets might want to look at a breakdown of business metrics to track product growth, audience growth and business growth. It’s a great set of KPIs that will help you monitor your product and business more effectively.

Plus:

  • Google says paying publishers could undermine trust in search engines.

  • A climate news startup raises $5.7 m.

  • The rise of a new group of regional media barons in the U.S.

  • US obituaries provider Legacy.com sees success with a new portal for obituary placement.

  • Snapchat experiments with NFT in AR.

  • Twitter launches a new timeline based on alternate algorithms.

Using the strapline “Your state. Your news. Your voice”, The Nevada Independent is a nonpartisan, nonprofit news website founded in 2017 by respected political journalist Jon Ralston. The site has 22 full-time staff members, with 14 reporters split between Las Vegas, Reno and Carson City. The site and its supporting channels were founded on the remit of …

"You can call these rural parts of the state news deserts. But in these deserts are oases."

Press Gazette has been reporting on British journalism without fear or favour since 1965. Our mission is to provide a news and information service which helps the UK journalism.

In the simulator we introduce two types of metrics: growth metrics and product metrics. These categories help students understand which metrics should be used in which situations. Product metrics answer questions about the product itself. They help you to understand how the product converts new users into active users, paying users, profit, orders, support requests, etc. Growth metrics answer questions […]

The online media company aims to earn revenue by recommending climate-friendly products.

During the heyday of print newspapers, big-shot media moguls were practically kingmakers, using their resources to shape public opinion about everything from elections to wars.

Legacy’s multimillion-dollar initiative reflects the company’s commitment to supporting newspapers by increasing obituary placement. Chicago, IL (July 6, 2022) — Legacy.com has launched a new online portal that, for the first time, allows consumers to place a newspaper obituary from anywhere, anytime, in as many newspapers as they wish. Legacy’s new digital portal is expanding […]

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