editorial mission statement

How to Create an Editorial Mission Statement

Here is what digital publishers should know about how—and why—to create an editorial mission statement.

The Washington Post has one. So does the Los Angeles Times, and virtually every other major newspaper in the country. But you don’t have to run a national media organization to create an editorial mission statement. Publishers of all sizes, both online and offline, stand to benefit when they memorialize what they stand for and believe in as a company.

Beyond just covering the news, publications have values that their employees subscribe to. When publishers can be open and forthcoming about those values, they improve their relationships both internally (with editors and reporters) and externally (with readers).

Editorial mission statements can help editors as they choose which stories to cover, and they can clarify any guidelines or policies that reporters should understand as they go about interviewing subjects for articles. They can also help to clarify what type of organization a reader is giving his or her money to when deciding whether to subscribe.

What Is an Editorial Mission Statement?

Before you can get to work creating an editorial mission statement, it helps if you know what one actually entails.

An editorial mission statement can be simple and straight to the point, or it can be deeper and more abstract. For a look at what that means, let’s use these two examples:

First, we have an example of an editorial mission statement that gets straight to the point. This is from the Florence News Journal.

“The News Journal is a weekly newspaper providing news, advertising and information to enrich the lives of the people in the Florence area. Committed to the community, we offer a voice for the people, promote events, recognize achievements and present information in a fair and accurate manner. We desire to be a trusted source of local information and advertising content that is useful and valuable to the readers we serve.”

At the opposite end of the spectrum we have an example from the Los Angeles Times. The Times’ mission statement is 10 paragraphs long, but this small section is reflective of the larger theme, which reflects the basic principles of journalism.

“Freedom is our core value. We feel a special obligation to defend civil liberties and human rights. Because newspapers and other news media, uniquely among businesses, enjoy and rely on a provision of the Bill of Rights that protects freedom of the press, we assume an obligation to defend the rights of all citizens.”

Digital publishers can be as straightforward as they want. There is no right or wrong way to create a mission statement, just as long as it reflects the values of the organization.

Reasons to Create an Editorial Mission Statement

We know that news publications cover important events, but how do publishers, editors, and reporters decide which events are worthy of coverage? An editorial mission statement can offer the answer.

While larger publishers, including the Los Angeles Times, have editorial mission statements that broadly describe the principles of journalism, local publishers are often much more direct. Their mission statements are more likely to include details about the topics they cover.

Having a mission statement that’s published openly on the web gives readers a way to understand which news stories receive coverage and which do not. The more specific a publisher can be, the better. We’ve seen publishers use their mission statements as a place to define the geographic areas they cover and the specific topics will write about. (For example, a digital publisher might exclusively cover high school football news in Austin, Texas.) When readers can see the criteria for inclusion, they are less likely to be upset when topics or events they care about don’t make the cut.

6 Topics to Include in an Editorial Mission Statement

Now that we’ve covered what an editorial mission statement is, and why publications should have them, let’s get into the details about what to include if you’re creating one from scratch.

  1. What geographic areas does your publication cover?
  2. Which topics do you write about?
  3. Which values does your publication hold dear?
  4. What are the principles that guide your publication’s editorial decisions?
  5. Does your publication see the world through a particular lens?
  6. Do you have any reporting guidelines regarding victim or reader sensitivities?

An editorial mission statement can be one sentence, one paragraph, or one page long. Keep in mind that the longer the statement is, the less impact each sentence will have and the less likely people will read the statement in its entirety.

A growing number of digital publishers are creating separate diversity mission statements, as well, which are designed to sit alongside their editorial mission statements. Diversity mission statements highlight the ways the publisher is working toward getting different voices into the publication.

Does your publication have an editorial mission statement? If so, what does it include?

Connect with younger readers

How Digital Publishers Can Connect with Younger Readers

Top Strategies to Connect with Younger Readers

Eighteen to 34. That’s the most coveted age demographic among brand advertisers. Because advertisers care so much about reaching consumers between the ages of 18 and 34, that’s also the demographic news publishers should be engaging with to keep their advertiser clients satisfied.

Consumers in the 18-to-34 demographic have more money to spend on the products and services that advertisers are selling, and they’re at an age where the money they earn is more likely to go towards expensive “toys” than investments. Consumers between the ages of 18 and 34 are also less likely to have developed the types of brand loyalty that can be difficult, if not downright impossible, to break.

Basically, advertisers feel like they have a greater opportunity to convert consumers between the ages 18 and 34, making this a highly desired demographic.

The challenge here is that people who consume news tend to be older than this demographic, and that’s making it hard for local news publishers to charge a premium to advertise in their publications.

The Digital/Print Divide

The idea that people who consume news the most frequently tend to be older than the age demographic advertisers are trying to reach has been around for a long time, but new research is showing that the long held belief might not necessarily be rooted in truth.

It’s true that over the past decade, local newspapers have been having increasing difficulty finding new ways to connect with younger readers, leading to dissatisfaction and frustration among regular advertisers. According to Pew Research, 63% of news readers over age 65 prefer to read print papers. But among digital-first publications, the average age of readers is much younger.

Younger readers, the kind advertisers covet, are more likely to get their news through digital platforms than print. Eighty-one percent of 18- to 29-year-olds who would rather read their news than watch it on television prefer to get their news online. Even young adults who would rather watch their news than read it are switching to digital channels. According to that same Pew survey, 57% of 18- to 29-year-old news watchers prefer to get their news on television, and 37% prefer the web.

When it comes to advertising on news platforms, businesses are more likely to connect with younger readers when they advertise on digital publications than print or television. Digital publishers should be trumpeting these types of surveys in their media kits and other sales materials. Educating would-be advertisers about the benefits of running display and native advertising on digital-first publications, given the desirable demographics of their readers, is one of the first steps a sales team should take.

Of course, just having a web product doesn’t necessarily mean a publication is going to have a wealth of younger readers. Local news publications, in particular, can sometimes struggle to attract the attention of readers in their teens, twenties, and early thirties. For these publishers, in particular, we recommend the following strategies to connect with younger readers.

How to Connect with Younger Readers

#1: Meet them on their platforms
Young people might not be hanging out on the online platforms you’d expect. Many teens and twenty-somethings have traded in Facebook and Twitter for platforms like YouTube, WhatsApp, Instagram, and Snapchat. Finding ways to engage audiences on those platforms is an important first step in being able to connect with younger readers.

#2: Test migration strategies
How do you get the people who’ve followed your publication or “liked” your content on social media platforms to visit your website? The answer will be different for every publication, which is why we recommend experimenting and testing as much as possible during the early days. Catchy headlines, desirable incentives, and even online contests have been used effectively. For the Financial Times, simply adding emojis to the messages its social media team was sending through WhatsApp had a positive effect on click-through-rates, since emojis made the publisher’s messages seem more informal.

#3: Craft new content strategies
Let’s say you were able to connect with younger readers via Instagram and Snapchat, and you used incentives to bring them back to your publication’s website. How do you go about keeping those new readers engaged? One way is by producing more content in the forms that appeal to younger audiences. For example, through Google Analytics and reader surveys, you might discover that younger readers prefer shorter articles or articles in Q&A format. Or maybe you’re learning that they would rather watch video content. Some publishers are even creating digital games that users can play alongside traditional news articles and op-ed commentaries.

How is your publication reaching out to younger readers? Send us an email and let us know what has—and hasn’t—been working for you.

Build Trust With Readers

4 Strategies to Build Trust With Readers

What makes people trust a news publication? How can publishers build trust with readers? These are questions that many digital publishers have asked. Now, we’ve got the answers.

Despite all the talk of “fake news,” the truth is that trust in the media is still relatively strong. According to a survey by the Reuters Institute, the average level of trust in the news in general sits at 44% globally. More than half (51%) of consumers say they trust the news media that they consume “most of the time.”

Those numbers aren’t bad, but they could certainly be better.

Trust is also set to become an issue that impacts publishers’ bottom lines, if Facebook and other social media giants begin incorporating brand trust scores into the algorithms that determine which content users see in their news feeds.

Restoring trust among readers won’t happen overnight, but digital publishers can still make it happen using these proven techniques.

Publishing Strategies to Build Trust With Readers

1) Offer supplementary information

Today’s readers don’t just want to know what the facts are. They want to know how those facts were obtained and why they should believe that they are valid. A study from the Center for Media Engagement at the University of Texas, Austin, found that adding a simple box that explains the story process can go a long way for publishers looking to build trust with readers. Examples of details that can be included in a supplementary information box include topics like, “How we reported this story,” “Why we’re publishing this article,” and “How we took steps to be fair.”
In surveys, readers said that articles that ran alongside boxes with supplementary information were more fair, accurate, informative, transparent, and credible. Those are pretty incredible attributes for any news publisher, but particularly for a digital publisher at a small-but-growing publication.

2) Get readers involved

Readers can’t complain about the fairness of coverage when they themselves took part in creating it. While it’s unlikely that everyday readers will be able to contribute full-length articles on a regular basis, publishers can still build trust with readers by highlighting the best comments and contributions alongside articles that run online.

Don’t assume that readers know that they’re invited to contribute, either. Banner ads and periodic reminders in email newsletters can be used to solicit reader contributions. Forms placed prominently on the homepage are also a worthwhile addition. Just make sure those forms include an attachment feature, so readers can attach documentation or supporting evidence for any news items they’re submitting.

3) Focus on the local angle

When the Knight Foundation hosted its regular gathering of funders and journalism insiders in Miami last month, there was a lot of talk about sustainability in local news and rebuilding trust in the media. One of the key points made by presenters was that local news is the ideal place for the news media to start rebuilding the trust that’s been broken in the “fake news” era, and more directly, that the closer publishers can connect neighbors and news, the stronger their communities become. It’s a powerful message, and one that digital publishers should keep at the forefront of their minds as they continue planning their strategies for long-term growth.

Readers trust what they can see, and they can see the community that’s right outside their windows. Therefore, publishers who really want to build trust with readers should start by covering the topics that their readers care about in their own communities. Establish that basic foundation of trust before expanding into broader topics that might be harder for local readers to grasp.

4) Take the opportunity to explain

Editors serve a number of roles at digital news publications, but one of those roles needs to be “Explainer-in-Chief.” Take a moment as the editor of your publication to write the occasional column about how controversial stories came to be or how reporters at the publication do their jobs on a daily basis. You’d be surprised at how few people understand the inner workings of a news publication.

Educating readers about why certain decisions were made and the challenges of running a small digital publication—and at the very least, explaining that reporters don’t write the headlines—will go a long way in building trust.

What other strategies have you seen publishers implement as they work to build trust among readers?

audience engagement metrics

What Matters More, Audience Engagement or Page Views?

At this point, most digital publishers understand the importance of web analytics. While page views will always have a role here, audience engagement is taking the lead for publishers interested in measuring the success of their editorial content.

A decade ago, it was expected that publishers would look at page views and unique visitors as they evaluated the success of certain articles or sections on their websites. Most publishers were under the assumption that the more page views an article amassed, the better the article was. Visitors who enjoyed an article would have a reason to stick around the website, either clicking through other pages or returning the next day to see if more content had been posted about the same topic.

To a certain extent, publishers’ initial focus on page views makes sense. In addition to promoting loyalty, page views were also an indication of how much display advertising revenue the publication could expect to bring in.

In the years since news publications moved online, however, there’s been an industry-wide shift away from looking at page views as a key performance indicator.

For starters, page views alone are not enough to indicate whether a visitor enjoyed a particular article, or whether the reader even finished the article in its entirety. Page view metrics also do a poor job of measuring what kind of opinion readers have of the publication overall and whether they plan on returning in the future or becoming paying subscribers. These are just a few of the reasons why, as an industry, news publishers have transitioned away from page views and started looking more closely at audience engagement metrics.

Audience Engagement Metrics

Audience engagement has become increasingly important for publishers who want to boost their CPMs for display advertising revenue and convert first-time readers into paying subscribers.

Whereas page views measure the specific number of visitors clicking on a website, audience engagement metrics are much broader in scope. When most people talk about audience engagement, they’re talking about the extent to which visitors are interested in or involved in the content on a website. Shares, comments, time on the website, and offline impact can all represent audience engagement. Many publishers combine two or more of these metrics—for example, shares and comments—to determine audience engagement.

What publishers are discovering by tracking audience engagement is that audiences enjoy reading articles about certain topics more than others, and that certain kinds of stories do a better job of converting first-time readers into paying subscribers. Tracking audience engagement gives publishers a way to hone in on these topics.

For publishers who frequently post video, video completion rates are almost always a part of the equation here. Knowing the number of people who clicked on a webpage with a video (page views) is less useful than knowing the number of visitors who watched the video in its entirety. Knowing the engagement metrics for their video content, publishers should have a clearer understanding of how the length of content impacts completion rates. They can also compare completion rates for videos posted on different platforms and users on different devices.

Paywalls can make it harder to track the impact of page views, as well, since articles behind a paywall will always generate fewer page views, even if engagement with those articles is much higher. This is one of the reasons why many digital publishers stop using page view growth as a key performance indicator after putting up metered paywalls.

Analytics platforms today can get incredibly granular in the way they track audience engagement metrics, segmenting users by loyalty and demographics. A few questions that publishers can answer by looking at their audience engagement metrics are:

  • Do readers coming from Facebook stay longer than readers coming from Twitter?
  • How long does the average reader from Google stay on the site before leaving?
  • Are readers living in certain areas staying on the website for longer?

Publishers aren’t the only ones interested in audience engagement metrics. Advertisers are interested in the information, as well.

Page views and impressions can only tell an advertiser so much. For a clearer picture of what they’re buying, advertisers will often ask for audience engagement metrics. Advertisers want to know that readers are engaging with the content on a publisher’s website and that the display ads they purchase will result in clicks and sales. In this way, tracking audience engagement metrics makes publications more attractive to potential advertisers, upping the CPM rates that publishers can charge.

Understanding your audience

Publishing 101: The Complete Guide to Understanding Your Audience

As a digital publisher, you can’t expect to grow your audience until you understand who you’re trying to reach. The way readers interact and engage with the content on a digital news website depends on who they are and what they’re interested in. Understanding your audience is one of the key pillars to success for digital news publishers today.

Understanding your audience means learning what makes them tick. Who are your readers, and what do they enjoy learning about? Do they prefer written articles or videos? Don’t worry if you don’t know the answers to all of these questions just yet. That’s what this article is for.

Reader Demographics

Understanding your audience begins with tracking reader demographics. Demographics are important for digital news publishers who want to monetize their websites, either with display advertising, direct sponsorships, or even subscription sales.

Businesses that advertise on digital news websites want to know who will be seeing their ads, and whether that’s an audience they are interested in reaching. Being able to provide potential advertisers with the answers to basic demographic questions is the first step in securing large sponsorship deals.

Reader demographic information is usually listed publicly in the media kits that publishers post on their websites. However, some publishers choose to keep this information private and disclose it to potential advertisers upon request. The choice is up to you.

Audience Surveys

If you’re like most publishers, you might be wondering how to go about getting basic demographic information about your readers. After all, you can’t exactly stand on the corner asking people about their age and income as they walk by your newsstand.

The most common way for publishers to gather demographic information about their readership is through audience surveys. If you visit media websites regularly, you’ve probably been asked to complete a similar survey before.

A number of form builders are available, either for free or for a minimal cost, for just this purpose. Some of the most popular form builders include Wufoo, Survey Monkey, Google Forms, and Typeform. Choose the tool you want to use, enter some basic questions about reader demographics—age, occupation, location, and income level are a few common topics—and then implement your new form on your website. If your website is run through WordPress, then this process should be particularly straightforward. Depending on the form builder that you select, you should be able to customize the survey to match your publication’s branding.

Most publishers setup their surveys as popups that appear when readers click on articles, but you could also place a link on your homepage or you could email the survey to readers in your email database.

The specific questions you ask in a survey will depend on your primary goal. If your goal in understanding your audience is to inform potential advertisers, then you should ask questions about where readers shop and what types of products or services they’re interested in learning more about. Other topics that advertisers are particularly interested in finding out include:

  • Age
  • Marital status
  • Number of children
  • Education level
  • Employment status
  • Household income

On the other hand, your reasons for wanting to learn about your audience might have nothing to do with advertisers. If your reason for conducting a survey is to learn more about the type of content your readers want to see, and the topics they are interested in learning more about, then your survey should be filled with an entirely different set of questions. In that case, you will want to ask questions that have to do with:

  • Reader interests
  • Media consumption habits
  • Preferred media channels

The problem with reader surveys is that participation can be very low, and people aren’t always 100% truthful in their answers. Another way that digital publishers can collect information about their audience is by looking at website analytics.

Web Analytics

Understanding your audience means knowing how they found your website and how they engage with the content once they arrive. We recommend that publishers track their website analytics to learn more about their readers.

Google Analytics is by far the most common tool that digital publishers use to learn about reader demographics. To start collecting this data, you’ll need to enable “Demographics and Interests” reports within Google Analytics. This will allow you to see the age, gender, and general interests of your website visitors.

Importantly, you’ll also be able to break down visitors by age group and gender, allowing you to drill down into the different website behaviors exhibited by older or younger readers.

If your publication maintains an active presence on Facebook, then you can also use Facebook’s Audience Insights feature to learn about reader demographics. Although the people who’ve “Liked” your publication’s Facebook page won’t be an exact duplicate of your general website readers, the group likely contains enough overlap to help you collect a little more data in your quest to better understanding your audience.

Local news reader survey

Survey Highlights Changing Reader Sentiment Toward Local News

How do readers feel about local news outlets in their own communities, what makes them want to engage, and why do they prefer certain digital publications to others?

To answer these questions, and gain a better understanding of how local news organizations can be more transparent with readers, the Center for Media Engagement at the University of Texas at Austin recently teamed up with the News Co/Lab at Arizona State University’s Walter Cronkite School of Journalism and Mass Communication. Together, the two organizations surveyed more than 4,500 people in three areas in the United States — Fresno, California; Kansas City, Missouri; and Macon, Georgia.

What they discovered through their survey should be enlightening to anyone who has been tracking the local news industry in the past few years. It turns out that readers have better impressions of local news than news in general, but their opinions skew more negative when asked about specific publishers in their own communities. Here are other key findings from the survey:

Readers consume national news more frequently than local.
In News Co/Lab’s survey, “most” people said they consumed national news about once a day, on average, and local news “slightly less often.” That’s not what most digital publishers will want to hear, but it is valuable information nonetheless.

Knowing that readers are less likely to visit a local news website multiple times a day, publishers should be looking for ways incentivize that behavior. For example, rather than publishing all of the day’s stories at once each morning, the publisher could dole out content on an hourly basis throughout the day. This publishing schedule requires readers to visit multiple times during a 24 hour period in order to stay up-to-date on the latest news around town.

Engagement has become an issue for local publishers.
Survey respondents rated local news outlets poorly when asked how they engage with their communities, giving them an average score of just three-out-of-five.

Why does that matter? For one thing, recent research has shown that engagement is tied to perceptions of bias in local news. The more engaged a digital publication’s readership is, the less editorial bias is perceived by readers. Therefore, local news outlets that can engage readers are shrinking the perception bias that often plagues the industry.

Here at Web Publisher PRO, we’ve talked a lot about reader engagement, and we know that digital publishers thrive when they have devoted audiences. A few of the ways we recommend that digital publishers work to improve engagement are by inviting readers to become active participants through commenting and guest posts, covering local stories that other outlets are missing, and adding job boards as a way to position their websites as community portals.

News literacy skills are often lacking.
Almost across the board, News Co/Lab found that survey respondents were overconfident in their ability to understand the news. Readers who showed the lowest news literacy skills were also the least interested in receiving help.

Local publishers shouldn’t be surprised by these findings. In a separate survey, researchers at the American Press Institute found that almost one-third of Americans can’t tell the difference between news and opinion articles.

Frustrating as it might be, these findings actually show us that a great opportunity exists for digital publishers. When local news outlets increase transparency and utilize tools to improve engagement, they create more informed news consumers. Those news consumers have a greater understanding of how local journalism works, and with that information, they should have an easier time pinpointing which news sources are credible and which are not.

On a smaller scale, we recommend that publishers consider web design as a tool for improving news literacy. Simple changes to a digital publication, like drop down navigation bars and a more functional layout, help readers find the content they are looking for on the first try.

Although the News Co/Lab’s findings show that trust in the local news business is low, digital publishers should remember that there are ways we can increase reader confidence. Seemingly minor changes to web design, such as adding visual breaks and getting rid of large pop-up ads from third-party websites, go a long way in changing reader perceptions and improving trust in the local news industry as a whole.

Launching a local news site

The 5 Best Strategies for Launching a Local News Site

Only the strong survive in the local publishing community. Launching a local news site requires a solid business plan and a firm grasp on the needs of the community you’re planning to cover.

While statistics on the number of local news sites are scarce, the number is clearly growing, and competition for readers and ad dollars is fierce.

Despite that competition, there has perhaps never been a better time to consider launching a local news site, given the news consumption habits of American readers. According to Pew Research Center, four-in-10 Americans often get their news online, and 28% get their information from news websites directly. That’s a lot of eyeballs, and potential revenue, for online publishers.

Based on our experience working with local publishers in the midst of launching local news sites, these are our five best strategies for success.

1. Launching a Local News Site: Know the Competition
Who are the dominant publishers in the community you’re planning to cover, and how long have they been in business? By doing your research beforehand, you can dig deep into the publications already having success within your niche and find out what they’re doing that readers love.

When researching competing publications, pay particular attention to which topics they cover, how they promote their stories, and how they generate revenue. For example, you may discover that competing publications place significant emphasis on local high school sports or city council coverage. Just because existing publications cover these topics doesn’t mean you need to, but you should use that information for reference when strategizing and launching a local news site.

2. Launching a Local News Site: Find Gaps in Existing Coverage
Now that you’ve done your research on competing publications, it’s time to start thinking about what topics or areas are being left uncovered. Finding a unique niche is one of the best ways to guarantee immediate success when launching a local news site.

In order to find holes in existing news coverage, you should get on social media and use hashtags to ask people in the community what they’d like to learn more about. You can also use web analytics and keyword research tools to find out what people in the area are searching for on Google.

When you’re launching a local news site, it pays to dig into a specific niche. Leave the state and national political coverage to the big media companies. Less competition means greater chances for success.

3. Launching a Local News Site: Develop a Strategy for Monetization
One of the key differences between a hobby blog and a professional news website is monetization. If you’re launching a hobby blog, feel free to jump right into content creation. However, anyone hoping to turn their local news site into a sustainable business needs a solid monetization strategy.

Thankfully, there are endless opportunities for generating revenue as a local publisher in 2018. The most common revenue generation strategy for new publishers is selling advertising to local businesses, but it’s growing increasingly common for more established publishers to sell subscriptions, as well.

Check out the Web Publisher PRO archives for more ideas for generating revenue. We’ve covered how to generate revenue through live events, membership programs, and e-commerce, along with other forms of ancillary revenue.

4. Launching a Local News Site: Start Creating Content
With a business plan and monetization strategy firmly in place, the next step in launching a local news site is to begin creating content. Breaking news coverage is easy to produce, but it also goes stale quickly. Our best tip for any publisher in the early stages of launching a local news site is to think about evergreen content. Which topics are likely to generate clicks in the coming weeks, months, or even years?

For publishers planning to cover specific neighborhoods or communities, we recommend starting with a local restaurant guide or niche business guide. This is the type of content readers are likely to discover on Google in the years to come, and when done right, it can become a valuable resource for people new to the community.

5. Launching a Local News Site: Develop a Readership
You’ve got a business plan, a monetization strategy, and an archive of great content. Now is not the time to sit back and let readers come to you. Whenever you’re launching a local news site, it’s imperative that you reach out into the community and bring readers to your site.

One of the easiest ways to do this is through social media advertising. You can target social media users in specific geographic areas, or users who’ve indicated an interest in specific topics like local news. Depending on the niche or community, you may also want to consider sponsoring local events and festivals as a way to get your publication’s name out there.

Launching a local news site has never been easier, but keeping that newly launched publication afloat, and turning it into a sustainable business, requires foresight, patience, and hard work. If you’d like to learn more about the best strategies for launching local news sites, please reach out to one of our publishing experts at Web Publisher PRO.

You Launched a Publication. Now, You Need Readers.

Launching a website is the easy part. In order to build a business, would-be digital publishers need loyal readers who are passionate about the topics they cover.

Here at Web Publisher PRO, we work with first-time publishers all the time, designing custom business strategies and identifying new areas for growth. Whether a publisher’s revenue model involves digital advertising, subscriptions, memberships, e-commerce, or some combination of the above, having a healthy readership base is necessary for success.

Part of getting a new publication off the ground means finding readers. After all, thriving online businesses rely on them. Here are three of the best strategies we’ve come across for attracting readers to a new digital publication.

1. Start with your network.
You’ve got friends. Put them to use. Send an email blast to everyone in your contact list letting them know about the publication you’re launching. You may want to also invite them to a launch party for your publication. Family members, friends, friends-of-friends—they can all help spread the word.

Ask anyone who attends your launch party to post about it on social media. You can create a hashtag for people to use, as well. Trendsmap, RiteTag, and Hashtagify.me are three examples of services that help users come up with hashtag ideas.

If your website has a hyperlocal focus, then you should also get in touch with community associations, journalists, and other local influencers who might be interested in helping to spread the word to other people in town via printed flyers or social media.

Getting the word out through your personal network is more than just a good way to gain readers. It could also lead you to potential advertisers or other local business partners.

2. Get active on social media.
Twitter is often called an echo chamber. Without enough followers, it can sometimes feel like you’re tweeting into the ether. But there’s a strategy to using social media to attract readers to a digital publication, and it starts with finding a niche.

First off, don’t get too attached to any single network. Twitter is popular within the media community, but it’s not the only social media platform that consumers check on a regular basis. Make sure your publication has also accounts on Facebook, LinkedIn, Instagram, and Google+, and make sure you’re updating them on a regular basis.

Hyperlocal publishers with websites that focus on specific communities or areas have an advantage on social media, because people are usually eager to follow accounts that provide up-to-the-minute information about the places they live.

When you promote your articles on social media, make sure to include the handles of any prominent community members who are mentioned, along with any local businesses that might be interested in the news.

Hashtags are helpful here, too. Most small towns have a hashtag that locals use when posting community-specific content. (For example, the #ReddingCA hashtag in Redding, California.) Figure out what that hashtag is in the area you cover, and include it whenever possible. That will help other locals find your social media feed. From there, it’s your job to make sure your social media accounts are designed in a way that makes people want to click over to your website to read even more great content.

3. Don’t forget SEO.
Search engine optimization has gotten a bad reputation. Trying to squeeze irrelevant keywords into stories is an outdated practice, and it’s not what we’re after here.

Regardless of how well you’ve promoted your website in person and through social media, the vast majority of readers will still find you through a search engine like Google or Bing. SEO is just one of the ways we can make sure the right people are finding you through those platforms.

Use a tool like Google Keyword Planner or WordStream Keyword Generator to discover which keywords or tags are relevant to your site, then get into the habit of using those keywords on a regular basis. For a hyperlocal website, that means including the name of the city or the neighborhood whenever it fits into a story, as well as in titles, descriptions, image captions, and content file names.

The goal here is to bring the right types of readers to your publication. It’s not just a numbers game. We want loyal, local readers to visit your site because those are the people who will continue coming back for more. So make sure that the keywords you chose are directed at them.

For more information about the custom business strategies we develop for hyperlocal publishers, feel free to reach out. We love to connect with publishing entrepreneurs.

Data Journalism Tools

The Small Publisher’s Guide to Editorial Analytics

Numbers don’t lie. For local publishers looking for new ways to boost traffic and click-through rates, editorial analytics can serve as a roadmap to success.

Rather than polling readers or simply guessing which articles will be most popular, more publishers are now relying on audience metrics and editorial analytics to inform their newsroom decisions.

Editorial analytics platforms can be setup to measure visitor activity on a publisher’s site. With popular platforms like Chartbeat and Parse.ly, publishers have the ability to track readers on their websites in real-time. Analytics platforms also track whether site visitors are actively reading, or whether they are just skimming content and saving articles to read later.

With this data in hand, publishers can make better decisions about which topics or stories to cover and how prominently certain articles should be promoted on their sites.

Three examples of how analytics can be used to make newsroom decisions include:

  1. People in the community may say they love reading stories about the public library, while editorial analytics suggest that sensational crime stories are actually driving the greatest engagement.
  2. Editors can track how small changes to published articles, such as changes to headlines or additional links to outside sources, impact how readers engage.
  3. When doling out annual bonuses and selecting candidates for promotion, publishers can look at reporters-specific metrics to determine which staff members are bringing the most value to the organization.

Should editorial analytics always be used to determine which topics get covered in a local publication? The answer to that is tricky. Just because a certain topic doesn’t generate traffic doesn’t always mean it’s not a topic worth covering. These are difficult questions that journalism ethicists have been debating for years.

In the years since digital-first publications like The Huffington Post and Gawker first started using analytics to make editorial decisions, the practice has gone mainstream. Many of the most popular tools for collecting this data at large media outlets have since been adapted for smaller digital publishers.

As a best practice, editors should consider asking themselves these questions when deciding the best ways to utilize editorial analytics in the newsroom:

  • Which readers are we trying to reach?
  • What types of reader behaviors do we want to cultivate or encourage?
  • Which metrics are we using as benchmarks for success?

In a survey of news editors, CEOs, and “digital leaders” conducted by Reuters Institute, 76% said improving the way newsrooms use data to understand and target audiences is going to be “very important” for their organizations.

Larger newsrooms have added analytics teams to the mix at a furious pace. Audience development editors and data analysts pour over the data to uncover new areas for opportunity. In smaller newsrooms, journalists themselves have access to analytics tools and metrics for their own published stories.

For publishers who’ve decided to start using editorial analytics to make strategic newsroom decisions, the next question is which platforms or tools to use. We’ve put together a list of some of the top choices for small and mid-size publishers who run their websites on WordPress.

Top WordPress Plugins for Editorial Analytics

  1. Chartbeat: For existing Chartbeat users, this plugin makes it easy to install Chartbeat’s code and start tracking website traffic and audience behaviors.
  2. Google Analytics: The Google Analytics plugin for WordPress connects publishers to Google Analytics and lets them see how visitors are finding and using their websites.
  3. Parse.ly: Designed for writers, editors, and website managers, Parse.ly helps publishers understand how audiences are connecting with the content they publish.
  4. Google Analytics Post Pageviews: This plugin links to a publisher’s Google Analytics account to retrieve the pageviews for individual articles or posts.
  5. Clicky by Yoast: Publishers who use this plugin can track individual posts and pages as goals and also assign revenue to specific pages or posts.
  6. Crazy Egg: With Crazy Egg, publishers can see exactly what visitors are doing on their websites and where they are clicking. They can also see where visitors are coming from and what types of content are bringing people back.
Data Journalism Tools

How Local Publishers Use Analytics to Make Editorial Decisions

In digital newsrooms across the country, editorial judgment is being replaced by web analytics. Which news events should a hyperlocal publication cover, how much coverage should a particular story get, and what sort of resources should be thrown at it? Those are all measurable questions that can be answered by looking at a publication’s web analytics report.

According to a study by the Donald J. Reynolds Journalism Institute, editors of mid-size community newspapers are more likely to base editorial decisions in part on web analytics. Ninety-percent of editors receive web analytics reports that show page views, length of visit, and traffic on their websites, and 49% make decisions about which topics to cover based on those web analytics reports.

Google Analytics and Chartbeat are two of the most popular tools for tracking publishing metrics, like time-on-site, time-on-page, and engaged-time-on-page, in real-time. Sometimes these sources can give conflicting answers about the success or failure of a particular article. That’s because Google Analytics and Chartbeat each have their own way to count visitors. But larger trends should still help guide hyperlocal newsrooms in their editorial decisions.

Just as no two publications are exactly alike, no two editors measure content performance in exactly the same way. At some local publications, analytics are used to make day-to-day decisions that optimize traffic and reach, while other publishers utilize the same data to form longer-term business strategies. There is no right way or wrong way to use web analytics to make editorial decisions. Context, priorities, goals, and expertise all go a long way in determining how digital publishers use the web analytics they collect.

Understanding the Audience

Web analytics make it possible for local publishers to get a clear view of who their audience really is. It’s easy to assume that readers engaging with hyperlocal content must live in the surrounding community, but is that really the case? Without analytics to back up their assertions, publishers are essentially flying blind.

A few questions that publishers can answer with basic analytics tools include:

  • Who is visiting the website, including location, age, gender, and income
  • How are readers interacting with content
  • What types of content are readers engaging with the most
  • Where are readers arriving from
  • Which segments of readers are most likely to share content
  • Where do readers go after they leave the publication

Gauging Reader Interest

Publications like the Wall Street Journal, and many others, rely on algorithms and web analytics reports to gauge which topics and stories readers are most interested in learning about.

Page views can help determine which topics readers are interested in, but when they’re used in a generic fashion, they can also send local publishers down the rabbit hole chasing celebrity slide shows and other content that’s irrelevant to their niche in the market.

One solution that many hyperlocal publishers have settled on is to keep a closer eye on engagement metrics, like time-on-page, which offer more insight into how the audience is receiving a particular piece of content.

Improving Headlines

In addition to influencing the coverage that certain topics receive, web analytics can be used to improve the quality of headlines. Publishers can test different headlines to see which keywords attract the most attention or generate the greatest click-through rates.
Intrinsic factors that made print headlines meaningful are lost in the digital world. A successful headline for an online publication is one that can stand on its own in a social media post and also inspire people to click on a link. “Descriptive and direct” is the definition of a great headline most often used in digital newsrooms today.

Keyword selection is incredibly important, as well. Headlines filled with puns, but missing keywords that describe what the article is actually about, are duds in an online world. Editors can improve an article’s traffic by using descriptive keywords and short, punchy headlines.

Of course, data rarely tells the complete story. In an ideal world, editors would be combining qualitative judgment with their own journalism expertise to make important decisions about what topics their reporters will cover.

If you’d like more guidance on how to use web analytics to improve your own editorial workflow and cultivate a more engaged readership, let’s connect.