Hi there,

Do you already have a data analyst working in your newsroom?

Sure, in some newsrooms, this role goes by a slightly different name, but whatever their job title, we’ve noticed that more and more clients have someone on staff who examines what’s published from a data-driven perspective - and suggests actions to improve performance.

Some newsrooms may still cling to the ideal (or even principle) that they don’t need a data analyst as a colleague. Ideally, every sentence will hit its mark, and every good story will find its audience. But let's be honest: it’s often surprising when a story you’ve worked on for months barely attracts any readers, while a quick news update you spent 15 minutes on performs ten times better. Painful.

So why do some stories fail to attract readers?

I’m becoming more and more convinced that it’s because those articles simply aren’t good enough. The headline’s promise isn’t delivered, the article’s intent is unclear, or by the fifth paragraph, there’s an absolutely essential sentence which is of such complex construction, so insufferably long, jargon-laden and repetitive that readers lose all sense of relevance and focus.

(see what I did there?)

That’s why really efficient newsrooms in 2025 use tools to measure these potential pitfalls, have someone dedicated to tracking them, and support writers and editors with this information. Something else we’re also noticing? Those who take data seriously come to us for consultancy and training.

We’re reflecting on all this in today’s newsletter because this year marks ten years since smartocto was founded. We were ahead of the curve then, and we remain a vital partner for the modern newsroom now.

Why data analysts make the difference

We previously explored the role of audience engagement managers; now it’s time to focus on the data analyst.

"If you're working in a newsroom of ten and someone leaves, it’s better to replace that position with a data analyst than with another journalist."

The reason is simple: good journalism doesn’t magically find its way to the right audience online. If you want to reach that specific audience and grow your online presence, you need to pinpoint where your newsroom excels—and uncover new opportunities to expand its reach.

In this blog, you will discover:

  • Why the role of a data analyst can make all the difference
  • What a data analyst can contribute to the newsroom
  • Which channels and tools a data analyst uses to achieve goals
  • How this combination of tasks and tools can boost media revenue
Read the blog

Editorial analytics in 2025

As mentioned earlier, smartocto is celebrating its tenth anniversary this year. It seems like a good moment to take stock of where we stand. What should an editorial analytics solution look like in 2025?

We believe they should be organised around five key requirements: to be user-friendly, responsive, goal-driven, customisable, and actionable. Now that technology has caught up with the vision, analytics should be part of the story life cycle - helping you improve, iterate, and optimise.

Data is just one part of the process. The other part is the newsroom’s goal. That space between them leaves room for insight, notifications, and actionable prompts.

Read the blog

Partnership with FT Strategies

Those who take data very seriously come to us for consultancy and training.

Previously, we collaborated with FT Strategies to launch User Needs Labs, a six-month programme that guided ten newsrooms in setting up online editorial experiments.

We are now strengthening this partnership for the long term to deliver a unique approach to editorial analytics for media companies worldwide. This collaboration combines FT Strategies’ strategic expertise and global network (as the consultancy arm of the Financial Times) with smartocto’s advanced data and analytics capabilities.

Read more

READING TIPS

  • If you’ve only been following developments in AI casually, it’s important to catch up on what China’s large language model, DeepSeek, has achieved. The results of a recent release were impressively strong. The model seems to reason like a human. Since it is open-source and potentially much cheaper and more energy-efficient than models like ChatGPT, the stock prices of major US tech giants suddenly took a hit. OpenAI has since claimed that DeepSeek was trained on their data, but Microsoft is already using the model for cloud data. In short, a topic worth following closely.
  • An interesting perspective on the INMA website: consultant Rudra Kasturi argues that the traditional business model of news publishers - based on page views and advertising revenue - is becoming increasingly difficult to sustain due to declining ad rates, the influence of AI on search behaviour, and changing reader expectations. He believes publishers should instead focus on a subscription model to ensure long-term sustainability.
  • Donald Trump has begun his second term as President of the United States with whirlwind energy. News columns around the world are filled with coverage, but there’s a risk of ‘Trump fatigue.’ NiemanLab points to an interesting newsletter by Vox that aims to address this issue.

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Do you have any thoughts on what you’ve read, or questions about the collaboration with FT Strategies, for example? Feel free to respond to this newsletter or reach out via the contact form on our website.

See you in a few weeks!

Stefan ten Teije
Editor @ smartocto