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Editorial analytics: how news media are developing and using audience data and metrics

DOI: 10.60625/risj-t8b4-5s83

News organisations are increasingly embracing the use of analytics and metrics as part of editorial decision making, but what constitutes a sophisticated analytics strategy? And why are so many media organisations still using such a rudimentary approach to analytics?

A new report by the Reuters Institute for the Study of Journalism looks at which organisations are building a competitive advantage over less advanced competitors through a better understanding of their audience, and what lessons others can take from their approaches.

Based on over 30 interviews with senior figures involved in developing analytics in news organisations, the report, authored by Federica Cherubini and Rasmus Kleis Nielsen, examines analytics at leading organisations, provides a review of current trends – and looks at where others are falling behind. Explore the report on the Digital News Project website, alongside other reports, essays and material.

Published by the Reuters Institute for the Study of Journalism with the support of the Google and the Digital News Initiative.

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This report can be reproduced under the Creative Commons licence CC BY.  For more information please go to this link.

Meet the authors

Prof. Rasmus Kleis Nielsen

Rasmus Kleis Nielsen is a Professor at the Department of Communication of the University of Copenhagen and a Senior Research Associate at the Reuters Institute for the Study of Journalism. Before leaving Oxford in 2024, he worked at the Institute,... Read more about Prof. Rasmus Kleis Nielsen

Federica Cherubini

Federica Cherubini is Director of Leadership Development at the Reuters Institute for the Study of Journalism. She hosts our open-admission programs and invitation-only forums in Oxford and is leading on expanding our leadership development... Read more about Federica Cherubini