Audience Engagement

The more time we can get readers to spend with us, the better the results — both for them and us. Here are ways to deepen and strengthen our relationships with them.

News values and judgment

We tackle the fundamentals of what makes a story newsworthy, the essential practices of journalists and the shared values that differentiate journalism from other forms of content and storytelling.

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  • Improving our relationship with readers

    A primer on the the audience funnel. First, we will do an audience health checkup and what we can do to help move readers through the loyalty funnel. Then we explore what a reader NEEDS from our content  – and making sure we deliver.

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  • Tracking diverse content for Black and Latino communities

    For more accurate diversity data, it’s critical to tag your content properly, and you need to understand what to tag and what not to tag.

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  • Subscriber-only journalism: Making sure our work counts

    Moving away from page views to a whole-funnel approach in pursuit of subscribers and sustainable journalism.

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  • Digital subscription strategies for small and mid-sized newsrooms

    We share metrics, best practices and ideas to try.

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  • Focusing our newsrooms on digital subscriptions

    The truest sign of our health as a business and the fulfillment of our mission: paying subscribers. In this conversation, learn how your newsroom can keep existing customers and win the business of new ones.

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  • Understanding our target audiences

    What are “Family Forward” and “Know the Score,” and why are they so key to unlocking potential subscriber growth? This first in a series of dissecting our total potential local readership will delve into the content these two groups say are most likely to win their business.

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  • How to build a metrics-savvy newsroom

    The authors interviewed two dozen journalists and data analysts across 20 organizations, hunting for practices that are broad enough to be useful to most newsrooms, but specific enough that they provide a basic blueprint.

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  • Gannett homepage editors ran hundreds of headline A/B tests. Here’s what we’ve learned.

    Unlike SEO, which is about attracting initial impressions, these tips optimize for human interest in places you already have guaranteed impressions (homepage, Facebook, Twitter, etc).

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  • Why it matters when we publish

    Josh Awtry discusses how to optimize your post timing to engage with the widest audience possible. By being deliberate about posting times, your stories can reach further across communities.

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  • SEO for live and breaking news

    In this slideshow, you’ll learn how to use Google search results to amp up your breaking news and live content.

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  • Fault Lines: diversity, equity and inclusion

    The Maynard Insitute, backed by a grant from the Knight Foundation, will help our journalists see where coverage could improve across socioeconomic status, geography, race, gender and other fault lines.

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  • Audience growth (for editors)

    This webinar helps decision-makers understand how to grow their news organization’s audience. In this quick video, you’ll learn how to set goals and how to reach them.

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  • Audience growth (for reporters)

    Here are five things reporters can do to increase their own traffic.

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  • Building lasting relationships through engagement

    Here are a few clear steps to start to build relationships with your readers, including in-person, social and online.

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  • Best practices for engagement and UGC forms

    Summer Moore and Penny Riordan walk you through our new reader engagement form templates, which can be embedded directly into stories.

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  • Creating data visualizations

    In this quick clip, Maggie Farley discusses how to build visualizations that will engage and build trust with your audience. She demonstrates different tools to build quick data visualizations and animations.

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  • Exploring Google Trends

    Maggie Farley, a former Los Angeles Times foreign correspondent, is now working with Google News Initiative to help journalism thrive in the digital age. This video covers Google Trends.

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  • SEO for reporters

    SEO expert David Stone will explore examples of where a headline missed, and where it succeeded. Remember, this means more people will find your stories.

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  • Don’t forget social (for digital editors)

    What about the platforms we don’t talk about much? This seminar examines how to make the most of those platforms.

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  • News audience habits in the time of coronavirus

    What we’ve learned about readers’ interests in Covid-19 coverage in the early stage.

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  • SEO for digital editors

    SEO expert David Stone will share five tips to increase search traffic.

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  • How to use Viafoura for comment moderation

    Training to discuss the role of the moderation, moderator role and permissions, and how to moderate.

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  • SEO Boot Camp 3: Crafting powerful headlines that do well in search

    To stand out in the overcrowded SEO space, sites need to create powerful headlines that rivet audience attention and guarantee a high click-through rate. This training session showcases proven headline […]

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  • 50 tools for writing well with Roy Peter Clark

    Organized into four sections, “Nuts and Bolts,” “Special Effects,” “Blueprints for Stories,” and “Useful Habits,” this series is infused with more than 200 examples from journalism and literature.

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  • Tips for grant-writing and partnerships

    Wondering what you can do to receive newsroom grants or work with ProPublica and other nonprofits? We have tips from people who’ve been successful and those who’ve worked on the receiving end of the process.

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  • Protected: Table Stakes IV: Funnel occasional users to habitual and paying/valuable loyalists

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