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The Philadelphia Inquirer de Filadelfia - "Asalto a la educación"

El reto

The Philadelphia Inquirer de Filadelfia se ha convertido en una plataforma para lograr la implicación de la comunidad al más alto nivel. “Somos fuente de conversación y debate,” afirma Stan Wischnowski, editor del Inquirer. El desafío es proporcionar un contenido que consiga implicar a su audiencia.

La solución

The Philadelphia Inquirer lanzó una serie llamada "Asalto a la educación"(“The Assault On Learning”) para tratar el tema de la seguridad en el ámbito de las escuelas públicas. Con el fin de recopilar comentarios y opiniones valiosos de sus lectores, utilizaron su panel de audiencia de RAM. Este tipo de comentarios ayudaron a The Philadelphia Inquirer a diseñar la cobertura periodística de un tema serio y con una repercusión clara en la ciudad de Filadelfia y sus alrededores.

Resultados

The Philadelphia Inquirer obtuvo el Premio Pulitzer 2012 al Servicio Público por su aportación realizada a través de la serie de "Asalto a la Educación". Los informes del panel de audiencia de RAM proporcionaron opiniones valiosas para el contenido y para la dirección de la serie editorial y del posterior premio.

 

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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