To improve transparency and contextualise our journalism accurately even off platform, we’ve introduced two specific changes Photograph: Jeff Pachoud/AFP/Getty ImagesAt the Guardian we’ve long had a culture of using data responsibly in the newsroom to find the widest, most relevant audience for our journalism. But attending to this data teaches us much more than just how to connect readers to articles.
Over the last nine years, I’ve spent a lot of my time thinking about audience, metrics, culture, and journalism. In that period one thing has remained a constant: a broad sentiment that the metrics we have aren’t good enough. A few years ago at the first Newsgeist Europe, I stood up in defense of page views. It still shocks me how surprising some people found that. It shocks me even more that people still instinctively recoil from a metric that does a simple job well.