BusinessWeek has a truly exciting front page story today (February 21, 2010).

BusinessWeek has a truly exciting front page story today (February 21, 2010). Especially for somebody like me who repeatedly and openly declared an obsession with the state of News Media and in particular how Data and Analytics, in that regard, can help publishers increase their current performance.

BusinessWeek: AOL Moves to Build Tech `Newsroom of the Future’

I’ll leave the article to you, but have a look at the following comments (some of them, perhaps a tad naïve, but so aggressively data driven, that you have to love them):

• The [web analytics] numbers tell the growing number of journalists who work there how well their articles are performing
• Judicious use of Web-analytics software is a hallmark of what AOL Senior Vice-President Marty Moe calls the “newsroom of the future”
• We really want to enhance journalism with technology
• [Provide] journalists up-to-the-minute data on how much traffic those articles generate
• News editors’ computers come equipped with software—created internally by combining data from AOL’s own analytic tools with [other resources]
• Audience growth and audience engagement have to be the things that we judge the most off of our journalist investments
• AOL [is] considering sharing a portion of quarterly profits with staffers whose work fetches the most page views

That’s hardcore language, when you think about how data is shunned upon in other news organizations. I for one think that the newsroom of the future is data driven! Optimization is not about driving towards the lowest possible common denominator, and better performance could as easily push relevance, as compared to the general idea of pushing everybody toward easy digestible celebrity news.

Is Tim too aggressive for you ?

Cheers
/ Dennis (@dennismortensen)

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