New ways to calculate publishing audience on Internet
Long gone are the days when audience measurement involved adding up how many newspapers and magazines were sold in each news kiosk.
In the Internet era there are more than ten ways to measure readership, from number of clicks to number of ‘likes’ and shares an article gets.
Now its not just the numbers that matter, other qualitative characteristics like how did the readers get to an article, or what kind of comments do readers make for each publication have come into play.
With more players in the Internet field, the more complex the process of audience measurement gets.
One thing that is great about digital publications is that feedback is immediate, especially in social media outlets. So any publication’s information can be retrieved at a moment’s notice.
This is very valuable data, except that publishers still haven’t developed an integrated tool able to measure all the factors involved.
Some efforts have been made, though.
According to The Media Briefing, The Financial Times, in partnership with analytics firm Chartbeat, has come up with a system based on “attention minutes” instead of number of clicks.
This new system plans to tackle the effectively limitless supply of inventory by identifying where to place each ad in their website.
A similar strategy is being used by different brands on social media with eye tracking movement devices.
A 2011 study by EyeTrackShop revealed 43% of participants noticed Facebook "sponsored stories" in the old profile format, while 63% noticed the ads in the Timeline format.
But audience measurement also helps evaluate content in a publication.
The Newspaper Publishers Association (NPA) in the United Kingdom is making a bigger and collaborative effort.
In October, the NPA announced that it is working in a metrics system that will allow to track readership and usage across multiple platforms and securing consistent measures of engagement applicable across the industry.
Bad news is, they plan on launching it until 2016. With the ever-changing technology and new platforms like tablets and wearables, some critics fear the resulting tools may come outdated by 2016.
With the rapidly changing technology, everyone is trying to figure audience measurement out. Some actors have come up with their own tools.
Digital publishing platforms, such as Publish88 ®, publishers can review metrics on downloads, time of reading and page views on real time, so publishers get to know their audience first hand immediately.
The resulting data, obtained by each downloaded item, allows publishers to produce better and more focused content that interest their target audience.
As for advertisers, it provides information about the kind of ads that seem attractive and reach potential clients.