Crossmedia audiences: New metrics and professional profiles in the Spanish media
DOI:
https://doi.org/10.3145/epi.2018.jul.08Keywords:
Audiences, Metrics, Online media, Crossmedia, Professional profiles, Participation.Abstract
The relation between infomediary sector and audience measurement is tight: six out of ten entities cited by Spanish companies as data & information source providers are closely related to this area of audience measurement. The media convergence leads to loss of value of some former studies. Alternative sources are used, whereas the consensus is being improved around the long-awaited measurement model of crossmedia. This article analyses the main audience measurement tools used by those Spanish media with more online readers, as well as checking out the existence of new professional profiles. The research employs a quantitative methodology based on surveys of eleven audience editors and digital analysts. Findings show that media are interested in monitoring the behavior of their users, although divergences are observed in the tools used, in the organizational structures and in the labels with which they name these new roles.
Downloads
References
AIMC (2018). comScore, medidor mejor valorado en el concurso para la medición digital en España, 11 de abril. https://goo.gl/fd4pW8
Asedie (2017). Sector infomediario (5ª ed.). Asociación multisectorial de la información. https://goo.gl/wYXcxP
Assmann, Karin; Diakopoulos, Nicholas (2017). "Negotiating change: Audience engagement editors as newsroom intermediaries". In: International symposium on online journalism (ISOJ), pp. 25-44. https://goo.gl/HeUjha
Boczkowski, Pablo J. (2004). Digitizing the news: innovation in online newspapers. Cambridge: MIT Press. ISBN: 978 02 62254 6 1
Bosch, Josep-Lluís; Torrente, Diego (1993). Encuestas telefónicas y por correo. Madrid: CIS. ISBN: 978 84 747618 4 9
Bruns, Axel (2016). "Big data analysis". En: Witschge, Tamara; Anderson, Christopher; Domingo, David; Hermida, Alfred. The sage handbook of digital journalism. London: Sage, pp. 509-528. ISBN: 978 1 4739065 3 2
Carpentier, Nico; Schrí¸der, Christian; Hallett, Lawrie (2014). "Audience/society transformations". En: Carpentier, Nico; Schrí¸der, Christian; Hallett, Lawrie. Audience transformations: Shifting audience positions in late modernity. New York: Routledge, pp. 1-12. ISBN: 978 0 415 82736 2
Casas-Anguita, Juana; Repullo-Labrador, José-Ramón; Donado-Campos, Juan (2003). "La encuesta como técnica de investigación. Elaboración de cuestionarios y tratamiento estadístico de los datos". Atención primaria, v. 31, n. 8, pp. 527-538. https://doi.org/10.1016/S0212-6567(03)79222-1
Casero-Ripollés, Andreu (2012). "Contenidos periodísticos y nuevos modelos de negocio: evaluación de servicios digitales". El profesional de la información, v. 21, n. 4, pp. 341-346. https://doi.org/10.3145/epi.2012.jul.02
Cherubini, Federica; Nielsen, Rasmus K. (2016). Editorial analytics: How news media are developing and using audience data and metrics. Oxford: Reuters Institute for the Study of Journalism. Digital News Project 2016. https://goo.gl/xERcPP
comScore (2018). Global digital future in focus 2018. https://goo.gl/ajNDqW
Dahnke, Gordon (1986). "Investigación y comunicación". En: Fernández-Collado, Carlos; Dahnke, Gordon. La comunicación humana en ciencia social. México: McGraw-Hill, pp. 385-454. ISBN: 978 968 451 519 2
Del-Fresno-García, Miguel (2011). "Infosociabilidad: monitorización e investigación en la web 2.0 para la toma de decisiones". El profesional de la información, v. 20, n. 5, pp. 548-554. https://doi.org/10.3145/epi.2011.sep.09
Deloitte (2018). Technology, media and telecommunications predictions 2018. https://goo.gl/P6Vxn2
Deuze, Mark (2007). Media work. London: Polity Press. ISBN: 978 0 7456 392 4 6
Dewey, Caitlin (2016). "98 personal data points that Facebook uses to target ads to you". The Washington Post, August 19th. https://goo.gl/2oMvwk
Diakopoulos, Nicholas (2015). "Algorithmic accountability: journalistic investigation of computational power structures". Digital journalism, v. 3, n. 3, pp. 398-415. https://doi.org/10.1080/21670811.2014.976411
Echegaray, Lázaro; Peñafiel, Carmen (2012). "La utilización de las redes sociales como nuevas herramientas aplicadas al análisis de audiencia". Trípodos, n. 33, pp. 157-172. https://goo.gl/pCz1Rq
Flores-Vivar, Jesús (2014). Nuevos medios, perfiles y modelos de negocio en la Red. Lima: Universidad San Martín de Porres. ISBN: 978 61 242211 7 0
Fundación Telefónica (2018). Sociedad digital en España 2017. https://goo.gl/PBjd2w
IAB Spain (2017). Petición de ofertas de servicios de la medición digital para el mercado español. https://goo.gl/BgBwGc
IAB Spain (2018). Top tendencias digitales 2018. https://goo.gl/gPkbbV
Jensen, Klaus B. (2014). "Audiences, audiences everywhere - measured, interpreted and imagined". In: Patriarche, Geoffroy; Bilandzic, Helena; Jensen, Jakob L.; Jurišić, Jelena. Audience research methodologies: Between innovation and consolidation. New York: Routledge, pp. 227-239. ISBN: 978 0 415 82735 5
Kemp, Simon (2018). "Digital in 2018: World´s Internet users pass the 4 billion mark". We are social, Jan. 30th. https://goo.gl/q2diFZ
MacGregor, Phil (2007). "Tracking the online audience: Metric data start a subtle revolution". Journalism studies, v. 8, n. 2, pp. 280-298. https://doi.org/10.1080/14616700601148879
Manovich, Lev (2018). "100 billion data rows per second: Media analytics in the early 21st century". International journal of communication, v. 12, pp. 473-488. http://ijoc.org/index.php/ijoc/article/viewFile/6160/2249
Mondragón-Valero, Pablo (2017). "Thick data, o por qué Netflix contrata antropólogos". Antropología 2.0, 28 agosto. https://goo.gl/pSmDkK
Rius, Maite (2017). "El poder del thick data en la era del big data". La vanguardia, 10 junio. https://goo.gl/47w9ud
Mutter, Alan (2011). "Engagement: the new digital metric". Reflections of a newsosaur, Oct. 13th. https://goo.gl/k9GGZG
Nafría, Ismael (2017). "Los usuarios, en el centro de la estrategia de los medios". Telos, n. 108, pp. 22-24. https://goo.gl/ErY47m
Newman, Nic; Fletcher, Richard; Kalogeropoulos, Antonis; Levy, David A. L.; Nielsen, Rasmus K. (2017). Digital news report 2017. Oxford: Reuters Institute for the Study of Journalism. https://goo.gl/86hB1o
ONTSI (2017). Estudio de caracterización del sector infomediario en España. Edición 2016. Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información. https://goo.gl/3XRCbz
Pavlik, John (2010). "The impact of technology on journalism". Journalism studies, v. 1, n. 2, pp. 229-237. https://doi.org/10.1080/14616700050028226
Rodgers, Scott (2015). "Foreign objects? Web content management systems, journalistic cultures and the ontology of software". Journalism, v. 16, n. 1, pp. 16-26. https://doi.org/10.1177/1464884914545729
Sánchez, Poli (2017). "La medición de audiencias, en la encrucijada". Ipmark: información de publicidad y marketing, 12 abril. http://ipmark.com/medios-de-comunicacion-medicion-audiencia
Santiago, Fernando (2017). Fragmentación de la audiencia: retos de la medición. Barcelona: Asociación para la Investigación de Medios de Comunicación, AIMC. https://goo.gl/T7Xcgg
Schifferes, Steve; Newman, Nic; Thurman, Neil; Corney, David; Gí¶ker, Ayse; Martin, Carlos (2014). "Identifying and verifying news through social media: Developing a user-centred tool for professional journalists". Digital journalism, v. 2, n. 3, pp. 406-418. https://doi.org/10.1080/21670811.2014.892747
Stavelin, Eirik (2013). Computational journalism: when journalism meets programming. Tesis doctoral. University of Bergen. https://core.ac.uk/download/pdf/30921627.pdf
Sweeney, Andrew (2018). "Why recirculation is a key metric for news publishers in 2018". Mediashift, Dec. 12th. https://goo.gl/zRLqZE
Tandoc, Edson C. (2014). "Journalism is twerking? How web analytics is changing the process of gatekeeping". New media & society, v. 16, n. 4, pp. 559-575. https://doi.org/10.1177/1461444814530541
Toffler, Alvin (1981). La tercera ola. Barcelona: Plaza & Janés. ISBN: 978 84 01 459306
Wang, Tricia (2013). "Big data needs thick data". Ethnography matters, May 13. http://ethnographymatters.net/blog/2013/05/13/big-data-needs-thick-data
Downloads
Published
How to Cite
Issue
Section
License
Dissemination conditions of the articles once they are published
Authors can freely disseminate their articles on websites, social networks and repositories
However, the following conditions must be respected:
- Only the editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with this copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://www.profesionaldelainformacion.com
- Only the final editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with that copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://revista.profesionaldelainformacion.com
Profesional de la información journal offers the articles in open access with a Creative Commons BY license.