Impact of audience metrics on Slovene news websites

What is it about?

The chapter explores the role audience metrics play in measuring and segmenting audiences for more effective sale to advertisers. It focuses on the way metrics impact the work of journalists and editors as well as marketing of advertising space and the relationship between media and advertisers.

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Why is it important?

Studies of the impact of audience metrics usually focus only on the newsroom. This study broadens the perspective to include marketing of advertising space and media planning. Such a broader focus allows for a more complete understanfing of the newsroom by situating the use of audience metrics in the newsroom to the business models of news websites and their relationships with advertisers.