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Greenslade: on metrics and building loyal online audiences

October 2nd, 2009 | No Comments | Posted by in Editors' pick, Online Journalism, Traffic

Roy Greenslade reports on Daily Mirror associate editor Matt Kelly’s presentation at this week’s World Editors Forum conference in Prague.

Much has already been made of’s decisions to launch separate sites for its main traffic drivers ( and –  in particular the sites’ attitude towards search engine optimisation (or lack of it).

Speaking at the industry event, Kelly challenged the metrics used to measure web traffic:

“According to Kelly, ‘users’ (a sterile description) are people who discover content through Google, devour it, and then return to their search engine to look for more elsewhere,” writes Greenslade.

As a result users car less about the sites they visit and advertisers are less willing to spend cash to attract them, Kelly added.

“Until we bite the bullet and forget about this mad race for users, and focus instead on building engaged, loyal audiences, we will continue to see the value of our content erode online,” said Kelly, who added that slow growth of engaged audiences should be the aim for news groups online.

Full post at this link…

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Journalism Daily: Trinity Mirror’s Midlands consultation, Wikipedia’s editorial changes and the industry chicken and egg conundrum

August 25th, 2009 | No Comments | Posted by in Journalism Daily

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Similar posts: Bringing Liverpool fans a better result

August 25th, 2009 | 4 Comments | Posted by in Social media and blogging

Hats off to football site Off The Post for this excellent spot – which has now correctly attributed the spot to Keith Belfast’s blog.

It seems the Mirror’s new football website, launched last month, gave an alternative match report for last night’s game between Liverpool and Aston Villa.

The site’s Twitter account @mirrorfootball tweeted the final score as 1-0 Liverpool. In reality the side suffered their second defeat of the season and it finished 3-1 to Aston Villa (as correctly reported elsewhere on the site):

Mirror Football Tweet

Automation problem or just a dreaming Liverpool fan behind the account? Perhaps it’s fantasy football goes Twitter? has contacted the team and is hoping to find out. As of 4:18pm today the tweet was still there…

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