If you’ve been following my recent posts, you’ll know I’ve been spending the last few months talking to senior management figures across the newspaper industry – national and regional. The aim of these conversations has been to found out how they see their industry changing, how their specific business is changing, and to understand the recruitment challenges they face.
In all three areas, one word comes up time and time again – data.
“The challenge for me”, said the Head of Digital at one big newspaper publisher, “has been to convince senior management that it’s no longer just about the number of uniques [web and mobile site readers] you can get. That’s in many ways a vanity number.”
If web traffic alone isn’t enough, he went on to say – digital commercial people working at newspapers need to understand much more about their readers in order to sell appropriate ads.