December 10, 2019

Traffic tools help publishers go viral

Data: Parse.ly; Table: Naema Ahmed/Axios


Source: AXIOS

Google has created a new tool to help newsrooms make coverage decisions based on real-time data of what’s being searched on Google and talked about on Twitter, executives tell Axios.

Why it matters: It’s the latest effort by a tech giant to help give newsrooms access to data that could help them make content decisions around what's trending online.

Facebook bought CrowdTangle, a tool that publishers use to see what's trending on the web, in 2016.

The tool, called Trending Topics, is available for free to any newsroom that utilizes Google’s free analytics platform, Google Analytics.

The big picture: Google argues newsrooms can boost user loyalty by using the tool to cover the topics they are most interested in.

But new data from traffic analytics company Parse.ly finds that not all publishers need to be as reliant on what's going viral.

The data suggests that health and lifestyle content tend to get most of its traffic referrals internally from the home pages or other destinations within the publishers' ecosystem.This means that for some niche topics, understanding what's going viral means more than it does for others.

The bottom line: News publishers need this tool more than evergreen lifestyle publishers.

News podcasts go mainstream


AXIOS Media

Data: PwC Global Entertainment & Media Outlook; Chart: Andrew Witherspoon/Axios

New data and investments into news podcasting suggests that the format is here to stay.

Why it matters: Newsrooms are finding that podcasts are helping them develop stronger audiences and, in some cases, make more money.

At a time when the news economy is unstable, podcasts offer newsrooms a chance to drive new business.

Driving the news: The Pulitzer Prize Board said Thursday that they would include audio reporting as a new journalism prize category in its 2020 cycle.

The announcement comes on the heels of new research released by Reuters Institute for the Study of Journalism and Oxford University that finds news podcasts have exploded in popularity in the U.S.

By the numbers: According to the report, the number of new news podcasts around the world increased by one-third (32%) from January through October 2019, citing data from Chartable.

More than 12,000 news podcasts have been launched this year.

Yes, but: While podcasts offer some newsrooms the opportunity to make millions in ad revenue, they are still a small portion of overall revenue.

And while some newsrooms, like the New York Times, have had unprecedented success building podcasts, others have had less luck with their audio strategies.

Read the full story.