‘Live engagement of content’
Cory Bergman November 21st, 2007
I love this line, taken from a job posting for AOL: “Should know how to identify who an audience is and what they want, not from stacks of market research and focus groups, but from watching live engagement of content.”
This is a big missing link at many local newsrooms and journalism schools today. Yes, an online news producer must balance journalism with popularity, but the distinction here is anticipating instead of reacting. Reacting is moving a story into the lead position because it’s popular. Anticipating is understanding how users interact with content (via your traffic stats) so you can make better decisions. This is especially important when you consider that most stories that appear on newspaper and TV sites were assigned and written with newspapers and TV in mind — not the web. Sometimes these are very different audiences and they are certainly different approaches to communicating a story. In the end, our goal is relevancy. And learning from “live engagement of content” is a great way to get there.
8 Comments Add your own
1. Alyssa | November 21st, 2007 at 1:57 pm
Right on. Numbers can lie. Or fail to give you the full picture.
2. Joe G. | November 21st, 2007 at 5:26 pm
You know, that’s the most prescient thing I’ve ever read here. Good luck getting any TV GMs or newspaper managers to go along with it, but it’s very smart.
3. Glen | November 21st, 2007 at 7:30 pm
I agree wholeheartedly. The concept is so simple, yet so foreign to many.
Thankfully, some of us are in newsrooms with management folks who get it and give us the leeway to tune the content appropriately for an audience that often times is vastly different from the TV audience.
4. tplanchet | November 22nd, 2007 at 9:58 am
BINGO!
Now we just need to find a way to do that on the sales side of things.
5. Rick Ellis | November 23rd, 2007 at 11:35 pm
My observation has been that even in newrooms that are primarily online, editors (and management) tend to try and chase whatever story happens to be popular right then.
To a great extent, it doesn’t matter what story is hot at your competition right NOW. You can’t chase that story, because you’ll always be two steps behind.
Someone who can anticipate what people are going to care about in two hours, or two days, are priceless. People who are wired in enough to see hot stories 48 hours before AP will always be worth whatever you have to pay to hire them. It’s not an easy skill to learn, but boy, you know someone has it when you see them in action.
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