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Thursday, August 23 • 6:00pm - 8:00pm
Measuring Value in Content

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What is most important? The capacity of content to generate advertising dollars through volume or its role in generating a great user experience that leads visitors to long and deep site visits, and frequent return trips. The two options are not mutually exclusive, but in reality, they usually are. Newsrooms, in this context, for the most part are stuck in the volume rut, having been conditioned over the years by real-time single metrics that generally values content performance based solely on how many pageviews they generate. In this model, a bounce is worth the same as a two-minute read, obviously distorting the meaning of value. There are solutions that allow a deeper view, but it takes a brave manager to push forward the change in newsroom culture that puts audience satisfaction, rather than advertising dollars, as the prime focus of editorial content generation. In this sense, single metrics like pageviews are more likely to condition editorial production, while multi-layered metrics force editors to make more nuanced editorial decisions.

avatar for John Reichertz

John Reichertz

SVP, Content Insights

Thursday August 23, 2018 6:00pm - 8:00pm GMT-03
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