The Big Picture: A Whole New Way to Understand Digital Media Audiences

When we launched Parse.ly Analytics in 2012 we were confident that a web analytics platform built from the ground up for content was key to the success of digital publishers.

Realtime-newsroom-analytics

Our original real-time screen

The need for data and analytics beat even our expectations handily. Since then, we’ve worked with some of the best and most innovative publishers on the web, like the team at Condé Nast, FoxNews.com, The New York Post, Business Insider, The Telegraph, Upworthy and hundreds of others. We’ve also seen the entire industry shift.


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Sachin Kamdar, January 29, 2015

#wjchat: Newsroom analytics in 2015

Journalists are known for their love of Twitter. A quick show of hands at the ONA conference in Chicago this year showed that journalists use Twitter at much higher rates than that of the general population. And they love other journalists on Twitter: a recent study found that “journalists were more likely to interact through retweets and @mentions with other journalists than with public officials or other citizens.”

Whether it’s a cause or a symptom of this love fest, Twitter has some great resources for journalists, including a weekly meet-up hosted by #wjchat. Each Wednesday at 5 pm ET, 8 pm PT, journalists from around the globe gather to tweet about a relevant topic. Past chat themes (there have been 254) include everything from journalism education, diversity in the newsroom, working for non-profit news, and more.


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Clare Ondrey, January 16, 2015

Digital media in 2014: The Acceptance of Data as Friend Not Foe of Publishing

Something was in the air in 2014.

New York Times Innovation Report Cover

Big news in 2014.

Maybe it was the New York Time’s Innovation Report. Or maybe it was BuzzFeed’s ability to raise $50 Million. Whatever it was, this year saw digital publishers no longer ignoring their audience data.

Data stopped being scary: a representation of all that was wrong with news, journalism and writing on the internet because it seemed foreign and unavailable to the people creating those stories. Instead, editorial teams and newsrooms started to see data as an ally, a way to harness the collective power of information already provided by readers and interpreted to benefit media companies, benefitting their editorial teams and their bottom lines.


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Parse.ly, January 12, 2015

Predicting a Successful 2015

new-years-resolutionThis past week the media pundits offered their reviews of 2014 and predictions for 2015. Some are uplifting, like Mathew Ingram’s “The Year in Media: 12 Reasons Why We Should be Optimistic” on GigaOm. Some are less so, like The Awl’s John Herrman’s “Some 2015 Predictions,” which includes such inspirational phrases as:

Proud spammers and uncanny cynics and weird internet plagiarists and liars will be given a lot of money.

Oh good, 2015 looks like fun.

Instead of sitting back and waiting to see where the Vice and Gawker chips fall this year, we’re taking on the task of making this year the best year yet in digital media. Parse.ly is committing to #NewsYearResolution for 2015 (see what we did there?).


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Parse.ly, January 6, 2015

Facebook and Publishers: A fix for direct traffic from Facebook’s mobile app

Yesterday, Facebook announced a number of new tools for publishers, as part of their on-going relationship to encourage a high volume of quality content that will keep us scrolling through our newsfeeds.

At the bottom was a short mention:

We also recently fixed a bug that caused many third-party analytics tools to undercount the percentage of their organic traffic from Facebook. In the past, referrer data was missing from some of our outbound mobile clicks. This issue has been resolved for iOS, with a fix for Android coming soon. Publishers may see an increase in iOS mobile traffic from Facebook and a decrease in undefined sources or direct traffic.


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Parse.ly, December 11, 2014

Mark Luckie: How Media Companies Should be Using Twitter

A never-ending, real-time conversation about the stories media companies cover happens every day on Twitter. Social media editors, and editorial teams in general, now have the opportunity to use these conversations to find news, put stories into context, interact with their readers and find new audiences. Parse.ly brought in Mark Luckie, Manager of Journalism & News at Twitter, to show off how to make the most of Twitter at a news or media organization.

The results can make a big difference; according to our aggregate audience data, Twitter accounts for the fourth biggest aggregate source of referral traffic to digital publishers’ sites. And its influence continues to grow: Twitter moved up one spot in our rankings from 2013.


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Parse.ly, December 9, 2014

The Ultimate Referral Guide to Your Audience

Though we hear about pageviews going up at many of the large online publishers, digital media companies still struggle to see a correlating increase in revenue. What’s the disconnect? Methods to increase almost any metric, including pageviews and visitors, don’t always focus on long-term benefits to the people that matter most when it comes to generating revenue: the audience.

Think of metrics like the Force. Sure, they have a dark-side: user-unfriendly slideshows to increase clicks, or enlarged images for more scrolling and time engaged.


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Parse.ly, November 17, 2014

Three Truths about Social Media and Your Readers

As publishers and digital media companies compete to reach new audiences, the battle lines have been drawn on social media sites. In our recently released Authority Report, we looked at year-over-year referral traffic to our network of hundreds of publishers. Social media sites sent a seven percentage point increase in social referrals, and a decrease in the amount of search traffic and linking sites, like other news outlets and aggregators.

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Though these numbers fluctuate by publication, social media strategies command attention from anyone trying to reach an audience. What can we learn from these networks and the audiences from them to apply to the broader journalism and media industry?


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Parse.ly, November 10, 2014

Rethinking the Deadline in Digital Media

If you spend any time in marketing forums or classes, one goal becomes clear: marketers want to deliver the right message to the right person, at the right time.

As digital media teams compete for the attention of an over-saturated online audience, many of their actions begin to mirror that of the marketing world. Journalism as a service and an emphasis on developing relationships with individuals involves marketing principles like adding value to customers’ lives and empathizing with them.

Initiatives such as these embody marketers’ core goal to create the right message and wield it to drive loyalty amongst the right people. But what about the right time? What is the right time to reach audiences with your messages and how do you identify that time?


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Parse.ly, November 5, 2014

Dear colleagues: What an editorial on Scotland can teach us about journalism

gam-squareAs media companies continue to transition toward digital operations, one of our goals at Parse.ly is to help them by sharing best practices. One way we do that is through resources, like our white paper “Why Being Reader-First Matters: An Editor’s Guide to Digital Media.” However, we believe it’s always best to hear it directly from the people in the field: our clients. Today’s post originally appeared in the Globe and Mail, by Tony Keller the Editorial Page Editor of The Globe and Mail, and is reposted here with permission.


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Parse.ly, October 20, 2014