A1 Journal article (refereed)
The managerial and future-oriented role of audience data in data-informed news organisations (2024)


Ahva, L., Salonen, M., Ovaska, L., & Talvitie-Lamberg, K. (2024). The managerial and future-oriented role of audience data in data-informed news organisations. Journalism, Early online. https://doi.org/10.1177/14648849241285721


JYU authors or editors


Publication details

All authors or editorsAhva, Laura; Salonen, Margareta; Ovaska, Liisa; Talvitie-Lamberg, Karoliina

Journal or seriesJournalism

ISSN1464-8849

eISSN1741-3001

Publication year2024

Publication date23/09/2024

VolumeEarly online

PublisherSAGE Publications

Publication countryUnited Kingdom

Publication languageEnglish

DOIhttps://doi.org/10.1177/14648849241285721

Publication open accessOpenly available

Publication channel open accessPartially open access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/97569


Abstract

One sign of datafication in journalism is that newsrooms utilise insights from audience data and related metrics in their decision-making. In professional discourse, this often alludes to the notion of ‘data-informed newsrooms’ in which organisations are managed with the help of data. This article focuses on the managerial role of audience data in such organisations: What types of audience data inform newsrooms, which domains of newsroom management are being informed by data, and what kinds of visions motivate the future of data use in news organisations? These questions are answered based on empirical material from three different research projects (2020–2022) in Finland, including both qualitative interviews and survey results featuring the views of varied journalism professionals on data use. The theoretical framework draws from conceptualisations of anticipatory governance. Professionals’ interpretations of audience data reveal the basic elements of data sources, types, systems and storages that inform the organisations. Such audience data are used for four main management purposes–leading individuals, work processes, the news product, and the audience. The role of audience data in the future preferably includes elements of predictability, fairness, usability, and depth. However, there are discrepancies between the visions themselves as well as the views of the managers and journalists, which results in an ongoing negotiation about the suitable role of audience data in news organisations.


Keywordsnewsroomsnews reportagedigital mediaaudiencedataficationaudience reception researchjournalism

Free keywordsanticipatory governance; audience analytics; data-informed newsroom; data-driven management; digital journalism; newsroom management


Contributing organizations


Ministry reportingYes

VIRTA submission year2024

Preliminary JUFO rating3


Last updated on 2024-02-11 at 20:06