Selecting Metrics, Reflecting Norms

Abstract

To thrive in the digital age, local news outlets must inform audiences and funders of civic-oriented journalism’s impact in their communities. There is little scholarly research on how journalists conceptualize and discuss impact. Literature commonly focuses on non-profit news outlets with a national audience and an investigative bent—an important but small part of the news ecosystem. Through in-depth interviews, this study examines how journalists (n = 20) from varied types of local news organizations (n = 13) in one U.S. city with a diverse news environment define, measure, and discuss their work’s impact. Results show that journalists considered impact as central to their mission, had no qualms about discussing impact with colleagues, but some were hesitant to discuss it outside the newsroom. They defined and measured impact in many ways, including audience analytics and effect-oriented metrics such as audience awareness, public discourse, and public policy. Findings shed light on how journalists view their mission, assess their civic contributions, and perceive professional norms. Ways to expand the definition of measurable journalism are explored.

Keywords:

• analytics
• engagement
• impact
• local news
• metrics
• news ecosystem
• non-profit journalism
• professional norms

Notes

1. Three participants were freelance journalists who were instructed to answer all questions about articles they write for the news outlet based in this locale.

2. Group interviews were conducted with four public radio journalists and two digital news journalists, all of whom represented non-profit outlets.

3. N = 22 rather than 20 because two participants holding dual roles are counted more than once.