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Posts Tagged ‘Joseph Gordon’

U-T San Diego Wants Reporters to Increase Year-to-Year Web Traffic

We never get tired of reading about the ways Southern California newspapers are trying to marshal website metrics. And to the credit of the new management of U-T San Diego, they have been very open about how their efforts in this regard are progressing.

From Berkeley, former Adweek and Business 2.0 writer Susan Kuchinskas spoke with the paper’s director of research Joseph Gordon for a revealing piece on clickz.com. The June 2012 paywall has led to a little over 1,000 digital subscribers. And despite an open reader limit of 15 free articles per month, U-T journalists are being asked to do something rather extraordinary:

Staff writers have been charged with increasing their traffic 15 percent, year over year, every year. Editors, meanwhile, constantly tweak the U-T San Diego home page, promoting stories whose traffic is trending upward and swapping out stories where interest has dropped.

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U-T San Diego Benefits from More Granular Use of Website Analytics

It’s always interesting to be able to read specific examples of how a big media operation is mining the Web for operational and editorial direction.

Joseph Gordon joined U-T San Diego as director of research in 2011. He tells 1to1media.com senior writer Cynthia Clark that when he arrived, the newspaper was failing to take advantage of the raw Anametrix data. He was worked hard to help everyone dig deeper and cites this specific instance of how the metrics have helped:

Gordon uses the example of one particular reporter on the watchdog team who had one of the lowest numbers when U-T San Diego started leveraging analytics. By making changes, including becoming more attentive to the wording he was using for headlines, tagging them properly and leveraging social media, his pieces jumped from about 18,000 views per month to close to 100,000 monthly views.

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