Digital Leads: 10 keys to newsroom transformation
10. Feedback loops
Summary: Through web and social metrics or by re-connecting with key audiences, newsroom teams assessed what was working and what was not. They saw evidence that they were connecting with digital audiences; some said their coverage was driving subscriptions and digital activation, where print subscribers gain unlimited access to smartphone, web and tablet channels.
As the initiative unfolded the news organizations saw evidence that they were connecting with the audience.
Franchise topics, most of which were launched in late 2013 or in 2014, proved popular by several measures: Feedback on social media, peak online traffic, and evidence that franchise coverage was converting non-subscribers into subscribers.
Treasure Coast saw traffic peaks on franchise issues, visuals, and watchdog. “The digital subscriptions grew, in large part, because seasonal residents wanted to continue to read about this region on digital platforms when they moved back north for the summer,” Tomasik said.
Treasure Coast also saw communities mobilizing to take action, including protests and town hall meetings, and legislation passed based on issues the Indian River Lagoon team reported on, Tomasik said.
Redding launched its solutions-oriented “Shaping Our Future” franchise exploring how the community is changing and how residents could help make it better last spring. Public engagement was immediate.
“When we launched the initiative we immediately started hearing that this is what many in the community had been waiting for,” said editor Silas Lyons. “Everywhere I go in the community, people are talking about this and there’s a sense that our leadership is helping to organize and energize the community’s conversation. It’s exciting stuff.”
Lyons said social media participation on the topic was strong. “It represents a complete culture change for us, and it has already begun to change the relationship with our audience.”
Redding’s “Shaping Our Future” franchise was recognized in by Editor & Publisher as one of its “10 Newspapers That Do It Right” for 2015.
Kitsap also paid close attention to social media on its Kitsap Outdoors franchise because it was targeting a younger audience. “We really watched the social media numbers. We saw the initial growth was really rapid. Outdoors ran past prep sports in terms of audience in three months. That was the crowd we were targeting. We knew they were on social. We saw it worked,” Nelson said.
“That tells us that we have been able to convert casual readers of franchise content to subscribers, which validates these topics. We also have strong time on site numbers for School Watch and Price of Paradise in particular,” Moore said.
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