Challenges with Traffic Distribution

Over the past four years, Metro has experienced significant fluctuations in its traffic, particularly due to changes in algorithm reliability from platforms like Google and Facebook. After a notable drop in traffic, the organization found that their content was not resonating with audiences as it once did, especially after Facebook altered its approach to news publishing. Consequently, leadership recognized that roughly 50% of their content was going unread, prompting a deep analysis of their audience and content effectiveness. This introspection led to a strategic shift, allowing editors the space to rethink and recalibrate their content focus.