Satisfied media consumers are no coincidence

Nothing is better for the media, really, than genuinely engaged consumers. Readers, visitors, listeners or viewers that are updated, gain insight, learn something, are moved and share their opinions with others.

Sometimes engagement is fairly simple. A major significant event occurs and it is reported and analyzed. Generally all readers can sense the deep engagement in this type of event. Engagement in the everyday news flow is significantly harder to capture and complicated to gain control over. But at the same time, perhaps the most important thing in an ever more fragmented media world is knowledge, in particular of how the media consumer perceives the media, and how it engages people.

With RAM, you can obtain answers on how media consumers access what the editorial departments create, how it is perceived and how it engages people. From the reader's perspective. The editorial content can thereby continue to be developed in time with the media consumers.

RAM has several specialized surveys, adapted for editorial needs:

  • Article measurements
  • Page quality
  • Page traffic (page observation)
  • Evaluation of engagement
  • Ad hoc measurements


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