The Rebooting Show How Metro increased traffic by publishing less
Dec 2, 2024
Sofia Delgado, Director of Audience at Metro, shares her insights on reinventing a media organization that faced a sharp traffic decline. After reevaluating its strategy, Metro saw a 50% traffic increase by producing 25% fewer articles. Sofia discusses the importance of prioritizing quality content over quantity and adapting to the changing digital landscape influenced by algorithms. She also emphasizes the necessity of internal team alignment and effective communication to navigate this transformation, showcasing a successful approach to audience engagement.
AI Snips
Chapters
Transcript
Episode notes
Traffic Drop and Content Analysis
- Metro's traffic dropped significantly after algorithm changes by Facebook and Google.
- In response, they analyzed their content and found that about half wasn't being read.
Facebook Era Habits
- Metro's newsroom, influenced by the Facebook era, had developed habits of quick content creation.
- This approach proved ineffective when algorithms shifted, requiring a change in strategy.
Serving Algorithms vs. Audience
- Newsrooms often catered to algorithms, mistaking platform audiences for their own.
- Delgado believes algorithms partially reflect audience preferences, but newsrooms must identify their valuable audience.