Article measurements

Evaluations of articles measures, via specialized questions, the quality of the reader experience, the reader's engagement and its impact on opinion forming. The results of these surveys are used for editorial development and analysis of readability and quality. The results show how well the articles read, are perceived, what interest they generate and how engaged the reader is in the subject. There is a question library in which the customer selects the questions they wish to ask. Tailor-made additional questions - ad hoc questions - can be easily added to the questionnaire.

The results can be filtered according to factors such as: editorial environment, page number, size of article, newspaper section, weekday and many other options. An article in a daily newspaper, free paper or publication can easily and effectively be evaluated without any particular forward planning or initiation phase. The results are weighted correctly against the right reader structure and the report, in the form of PowerPoint or tables, can be retrieved online.

Digital articles
Surveys of digital articles (online, tablets, smartphone) register the number of visitors that read certain articles, as well as how the articles are perceived. A digital article is presented to the panel members in its proper environment on the website. The questions determine recollection, intention and further discussion. 

Evaluation of digital articles leads to better insight into reading on digital platforms and works as a qualitative complement to click data and traffic statistics. The results can always be broken down and analyzed against background data, for example, article type, editorial environment, etc. The results can easily be compared to other articles, both printed and digital.

Articles are mainly evaluated according to three main areas:

  • Editorial observation – Has the reader seen/read the article?
  • Content and engagement - What did the reader think of the article and how much engagement did they experience?
  • Lead to action – What are the reader's wishes after having read the article?

The results, with reference values for the readership or particular target group, will be available online as soon as the survey has been completed. The RAM system generates target group analyses and reference options - benchmarking for editorial results. For example, you can compare the readership for a sports article with other, similar articles or with a general article. The options for comparative analyses against your own title or against the market are many, thanks to RAM's extensive reference database.

Advantages:

  • Fast, flexible surveys that provide editorial departments with a greater understanding of how their work affects their readers
  • The surveys show which articles capture the interest and approval of the most readers 
  • Increases understanding of how a readership accesses the editorial material via the various different channels

TESTIMONIALS

We did a series of editorial content measurements with RAM using their user friendly tools. We decided to measure articles during one year.

Our main goal was to find out what kind of articles engage readers and keep them subscribing the newspaper. The articles were analyzed using Article Snapshot and WAI (Wilberg article index), tools in RAMetrics analyzing toolkit.

Article Snapshot is used for showing the correlation between the overall impression of the article and other statements. Wilberg Article Index (WAI) presents articles in a fourfold table depending on their reading and engagement. The engagement factor consists of the following statements concerning the article: appeals to me, well written, interesting and important content. The articles with the highest scores in reading and engagement are placed in the upper right corner called the Blockbuster. The upper left corner includes the articles with a high reading but low engagement. The articles in question might have for example many images attracting attention but the text is not considered interesting. The articles in the lower right corner engage the reader but they haven’t been noticed well. These articles may be targeted to a more specific target group, for example.

We went through the results with the research department and editorial staff regularly in order to achieve more engaging content for the newspaper. The measurements gave valuable information for developing editorial content into a more engaging direction. Based on the measurements it is important that the article is regarded as useful, well written and includes themes like nutrition, nature, traffic and ecological aspect.

-Karjalainen, Head of Marketing and Research Heli Räsänen

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