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Audience Development and Analytics

Back in the day, journalists focused on finding and telling great stories.  It was someone else’s job – say, the marketing or circulation department – to figure out how to reach and build the audience for the journalists’ work. No more – we now need journalists to work in the emerging field of “audience development.” That’s the focus of our class: learning how to build an engaged audience to support and strengthen a sustainable business model. You will learn how digital publications reach and engage audiences, how web audience measurement systems work and which measurements are most useful to publishers.  You will also gain practical experience using Web analytics. Students will gain a deeper understanding of the art and science of audience development, the ways publishers envision and measure their audiences, and the factors that contribute to building a successful media business.    

In this course, you will: 

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