The transformation of newswork: The impact of metrics, analytics, and digital production in local, legacy newsrooms

The Transformation
of Newswork:
The Impact of Metrics, Analytics, and Digital
Production in Local, Legacy Newsrooms
Nicole Blanchett Neheli
Sheridan College
@Nicole Blanchett
redefiningjournalism.wordpress.com

Ethnographic Design
• 69 participants: editorial, digital, sales, technologists, analysts,
variety of levels of experience/rank
• More than 43 hours of open-ended interviews
• Multi-national participant observation January 2017-February 2018:
NRK, Norway; The Canadian Press, Canada; The Hamilton
Spectator, Canada; The Bournemouth Daily Echo, England
• Thematic, recursive, reflexive analysis of interview and observation
data/use of research journal
• Rudimentary content analysis
• Rudimentary analysis of analytics data

News Organizations
Discussed in this
Presentation

Sociological Bricolage
• Field theory to establish sites of study within the field of the
newsroom and reflect on efforts within that field to retain
editorial autonomy (Bourdieu 1996;2005; Willig 2103; Willig et al. 2015; Schultz 2007; Neveu 2005; Moyo et al. 2019)
• Gatekeeping to examine specific functions of metrics and
analytics in terms of story selection, development, and
promotion (White 1950; Shoemaker & Vos 2009; Napoli 2011; Tandoc 2014; Zamith 2015; Wallace 2017)
• Boundary work to examine the struggles to define journalism
and journalistic standards in the newsroom field (Gieryn 1983; Bjorkman & Franco
2017; Duffy et al. 2017; Carlson 2015; Bunce 2017; Deuze & Witschge 2017; Belair-Gagnon & Holton 2018)
• Role negotiation mechanisms—assimilation, appropriation,
and exit (Hanitzsch & Vos 2017)—to identify journalists’ acceptance or
rejection of changing boundaries
©Nicole Blanchett Neheli

The Lens of Media Logic…
“…the technological and organizational contexts through
which ‘news events’ must pass provide newsworkers with a
framework for routinely suiting these events to both visual
and temporal parameters” (Altheide & Snow 1979;1991; Altheide 2004; 2017).
• The grammar of news
• Format over function/eyeballs over information sharing
• Narrowed frames of reference
• Impact on public discourse

“The dislocation of news journalism,
however, means less control for
news producers over the publishing
context as news becomes
increasingly detached from the
original principle and context of
production.”
(Ekström & Westlund 2019)

Situation critical in local
newsrooms…
• Shortage of money, resources, time, but demands to
create more multi-platform content, engage audience via
social media
• Fighting to find and retain audience, which impacts both
coverage and promotion of stories
• Often working within large corporations where
targets/quotas shape coverage/promotion of stories,
centralization of services, less “local” coverage
• Within this context, how do metrics and analytics impact
practice?
(See Blanchett Neheli 2018; 2019a; 2019b; 2019c; 2019d; Lindgren 2019; Abernathy 2016; 2018; Napoli et al. 2018; Buchanan 2018; Sørgård Olsen 2018; Newman
2018; Rispoli & Aaron 2018; Mathisen and Morlandstø 2018; Radcliffe and Ali 2017; Greenspon 2017; Wardle and Derakhshan 2017; Feller 2017)

Clarification of Terms
Metrics are units of measurement that reflect a specific
element of audience behaviour
Analytics encompass the analysis of audience data as
a means of performance appraisal on existing content
and the development of hypotheses to improve
audience engagement in the future
Analytics systems are platforms specifically designed
to aggregate, display, and assist in the reporting and
analysis of audience data
(Blanchett Neheli 2018; 2019a)

NRK
“We are not dependent on
ads but we are dependent
on legitimacy and public
opinion.”
Hordaland
Marienlyst, Oslo

How analytics are changing
“local” at NRK…
• Local outlets “rikse” stories—nationalize them in order to broaden reach,
have pageview targets/expectations of views, value of stories often
measured by views
• “Fight” for the front page to ensure reach/traffic, rely on social media for
reach if not able to get on front page
• Traffic metrics/analytics central to placement of stories on front page,
which is constantly being curated/enhanced to promote traffic (mirrors
practice at Spectator)
• No longer producing “medium” sized news stories: 450 words or
shorter/1000 words or longer
• Use of “coaches” for development & promotion of long-format stories to
encourage time spent/reach; however, if local producers/reporters don’t
ask for/receive “coaching” slim chance to get on front page

Sources:
“Did we talk to the relevant people this story is about?”
Number of sources: men versus women
Are documents referenced?
How good is it?:
Does it have any typing errors?
Does it answer the 5 Ws, provide appropriate context/viewpoints?
Is it an original story?
Story Presentation:
Was the reader “dragged” into the story?
Does it have a good title/headline?
Does it have a good story description/introduction?
Do all elements work together to promote engagement?
Images:
Technical quality
Illustration, new photo versus archive
Good description of photo
Engagement:
Is it engaging? Is the story relevant to few, many, or everyone?
Janus: Qualitative Analytics
*See last slide for full translation

“We have stories that are…important locally
but they will never work on the internet…We
never do a story that’s irrelevant or we never
take a national news story and just write it to
get good numbers. We use a lot of energy
when we develop our ideas to pick the right
ones and work with them so they have an
impact beyond our local borders.”
(NRK producer)

The Hamilton Spectator
“…the more pageviews,
the more advertising
impressions, the more
the advertising cycles
through the site…and
the more opportunity
there is to get more
revenue pushed into that
cycle.”

• Stories in latest news on website reflect top 10 most popular
in Chartbeat, less focus on local, more focus on popularity
measured by clicks**
• Website pageview targets: work like busy traffic-cops,
curating instead of directing, “enhancing” existing content
• Format often takes precedence on web: “…sometimes I have
to put the weaker story higher because it has a picture”
• A digital divide: friction over differing editorial
goals/standards for web and print, placement/promotion of
stories on homepage and in social media, what constitutes
clickbait
“Static is death…”
**Reported change in strategy since participant observation, moving towards “subscription” model but still had
targets

Fluid Journalistic Boundaries…
“Our newspaper is hyper local…but then you go on our
website and the top story is about some man killing his
daughter in Southern Alabama. And, I mean, it’s
clickbait, right?” (Spectator reporter)
“It's not clickbait. I think clickbait is when you're trying to
trick people into doing things or sort of draw them in
with something sensational or lurid or whatever which
we don't tend to do unless the content justifies that”
(Spectator digital editor).

“Extracting pennies from pageviews is
currently the name of the game for many
small news publishers, though that holds
disastrous consequences from a user
experience standpoint” (Zaleski 2018).
“Scale becomes a competitive advantage in
a data and algorithm-driven publishing system;
smaller publishers may find it difficult to keep
up” (Hagar & Diakopoulos 2019).
Impression-based revenue and
the search for scale…
(See also Read 2018; ICFJ 2017)

The Bournemouth
Daily Echo
“We will not put
something up that we
might as journalists be
embarrassed by or it
would upset our
professional pride to
use that. We don’t use
clickbait.”

The Data Driven
Newsroom
• Shaping content to what “readers want to read” with
hyper-local focus
• Minimum of 2500 “hits” expected on every story, differing
narratives on existence of unique-user targets
• Some types of stories reduced due to lack of traffic, eg.
education, others increased, eg. planning applications
• Analytics pilot initially generated “better stories,” more
original content based on audience consumption
• Continuing cuts hampered innovation

“I wish I had more time to really look at
them [metrics] and be able to analyse
what we should be doing more and
how we can use stats from a really
good story to make other stories better.
But because of the day to day nitty-
gritty stuff we have to get done, it’s just
impossible really.”
(Echo digital editor)

Relentless Reporting, Sweeping
Job Cuts
• “Assembly-line” production: on average, reporters
expected to write 10 stories a day (in a variety of sizes)
• Reporters use templates to “streamline” production
• Try to make press releases look like “real” news
• Adjusting journalistic norms, eg. not necessary to get
different quotes than those offered in press release as
“that will probably be all you’ll get if you ask for new
quotes anyway”
• Changing borders with advertising, eg. promoting
advertorials in the same way as news

Cross-cultural
Commonalities
• “Doing well” — the importance of volume metrics, but recognition
traffic doesn’t, necessarily, reflect quality or relevance
• Pressure to meet targets/quotas
• Acknowledgement some stories must be shown/told regardless of
potential views (but differing methodologies on what this means)
• Lack of context/understanding of data that leads to exaggerated
emphasis on volume/real-time traffic metrics, “cherry-picking” of
data
• The need for pictures to “enhance” and promote stories on the
web

• Dayparting and platform-parting (see also Hanusch 2017), and
“de-selection” (Tandoc 2014)
• Reliance on social media: particularly Facebook for
reach/community building, Twitter as tool to live stream/take notes,
“shareability” (see also Harcup & O’Neill 2017; Ekström &
Westlund 2019)
• Differing ranges of acceptance/definitions re changing roles of
newsworkers/journalists, often based on individual roles, but
agreement on ideals/values, regardless if ideals can be met—a
spectrum of practice
• Relentless pace in short-staffed newsrooms, “assembly-line” or
“factory-like” production, continual addition of tasks to meet digital
demands, uncertain futures (see also Cohen 2015; 2018)
Commonalities Con’t

• Acceptance/belief in value of metrics and analytics directly
related to consistent message from top down re their
importance, along with how use of data is embedded into
routines, shared within the organization
• More promotional gatekeeping (eg. using real-time data
and metrics like pageviews to measure success and
placement of stories) than developmental gatekeeping
(eg. long-term view of analytics to shape formats and
improve engagement) relative to economic constraints
• Need to spend money to create work flows/processes that
lead to best practice re use of metrics & analytics (also
see Hindman 2018), including better audience
participation for best interpretation of data
Commonalities Con’t

Best practice
• Use proven promotional strategies to highlight/promote original work of local
reporters online/in social media
• Use deep analysis of data (longer view, also see Christin 2015) to determine
what engages audience in the long-term, adjust formats of stories to promote
positive media logic
• Focus production on areas of audience interest while finding ways to build
engagement with stories of import
• Use the audience as a source to help interpret data and uncover relevant issues
within the community, building trust and relevance through such interactions
(see trustingnews.org for actionable ideas)
• Media conglomerates need to reconsider long-term cost benefits of cutting to
the bone in relation to ability to innovate, provide quality of content, ensure
value to the community
• Centralization of services can offer savings, eg. shared printing press—but
some single-site strategies, eg. allowing more individuality with CMS, could
improve audience engagement
• A local news website should primarily be a place of community that reflects the
community it serves

“Without significant fresh investment, the
bond between newspapers and their
readers and advertisers will erode.
Strong newspapers enhance the quality
of life by producing journalism that
documents a community’s life and
identifies its issues, while providing
advertising that connects consumers with
local businesses.”
(Abernathy 2016)

“The value is in creating that vital sense of
community that every community needs.
They need a place to talk about themselves,
to see themselves, to form their story as a
place…build stories about our homes, our
cities, our towns. We share a comment, we
create common narratives…that community
creating doesn’t reflect on the individual
brilliance of a single journalist or an award
winning story.”
(Former reporter/digital editor Spectator)
Why local is valuable…

Fundamental Research
Questions
• What goals do the use of metrics and
analytics support?
• What values do the use of metrics and
analytics support?
• How does audience data influence the
creation of goals and values?

Strategies for Rapidly Changing
Areas of Study
• Temporal analysis: eg., 70’s television compared to
modern digital newsworkers (Altheide 1976; 1980; see also Carlson &
Lewis 2018 re temporal reflexivity)
• Compressed ethnography/multi-sites versus intensive
observation at one site (see also Burrell 2009; LeCompte & Schensul 2010;
Christin 2017)
• Equal consideration for interviews and observation (see also
Gerard Forsey 2010)
• The need for reciprocity and reflexivity/keeping in touch
with key participants (see also Altheide 1980; Shaffir et al. 1980; Cottle 2000;
Delamont 2007)

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**These references were selected to provide context for this presentation but do not reflect the
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consult “Blanchett Neheli” in this reference list and refer to the reference list in each original
document.

Translation of Janus Survey
Kilder=Sources “Did we talk to the relevant people
this story is about?”
Yes, No, Partially
Antall Kilder – Number of Sources
Kvinner (antall) – How many women?
Menn (antall) – How many men?
Does this story have document sources?
Yes, No, Not Relevant
Inngang/Vinkling=How did you present the story
to the reader?/Is the reader “dragged”
into the story?
Does it have a good title/headline?
Yes, No, Partially
Does it have a good story description/introduction?
Yes, No, Partially
Do the title, picture, and introduction work together
to make you want to read on?
Yes, No, Partially
Does the headline, picture text,
and/or introduction seem repetitive?
Yes, No, Partially
Bilder=Images
Does it have images?
Yes, No
Is it of good technical quality?
Yes, No, Partially
Is the main image of the story an illustration?
[Option to choose archive/current photo]
Is the image text/description well written?
Yes, No, Partially
Engasjement = Engagement
Is it engaging?
Yes, No, Partially
Is the story relevant to few, many, or everyone?
Kvaliet=How good is it?
Does it have any typing errors? Yes, No
Does it answer the 5 Ws? Yes, No, Partially
Is the story sufficiently “built out”
(context, covered all the viewpoints)?
Yes, No, Partially
Were we first with the story?
Yes, No, Partially
Kommentar=Comments
“Do you have anything else on your heart?”

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