The Audience Engagement Industry Struggles with Measuring Success

“Audience engagement” is the buzzword of contemporary newsrooms. It’s not always clear what audience engagement is, or how it benefits newsrooms, but a growing number of people are selling it. And many news organizations are buying.

Audience engagement has many interpretations, all stemming from one underlying belief: that journalists better serve their audience when explicitly focus on how their audiences interact with and respond to the news.

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