The 19th – Audience Team Panel: Multiplatform Analytics, Growth & Collaboration

How would you evaluate a story's performance across multiple platforms?

I'd start with what we wanted the story to accomplish. Then I'd look at how it performed across the website, newsletters and social platforms. I'd compare reach and engagement, but also look at what people did next, whether they visited another story, subscribed or returned. That helps me understand more than just how many people saw it.

What metrics would you use to evaluate social media performance?

It depends on the goal. If we're trying to reach new people, I'd look at reach and non-follower engagement. If we're trying to drive traffic, I'd look at link clicks and website visits. I'd also pay attention to shares, saves and comments to understand how people are responding to the journalism.

How would you evaluate whether a social strategy is working?

I'd start with what we're trying to accomplish and how we'll measure success, , whether that's meeting readers' information needs, building our audience, driving traffic back to the website or building community. Then I'd compare performance with our baseline, look for patterns across posts and audiences, and consider the time or money we're investing. From there, I'd recommend whether to continue, adjust or expand the strategy.

How would you analyze the relationship between social media and website traffic?

I'd look at which platforms and stories are driving website visits, then examine what those visitors do once they arrive. Are they reading more stories, returning or subscribing? I'd also recognize that some people engage with our journalism entirely on social media, so website traffic wouldn't tell the whole story.

How would you evaluate The 19th's Reddit strategy?

I'd first understand what The 19th wants to accomplish on Reddit. Then I'd look at how people respond to our posts, what conversations develop and whether we're reaching communities that might not otherwise encounter our journalism. I'd also consider referrals and subscriptions where we can track them, without treating traffic as the only measure of success.

How would you compare performance across Instagram, Reddit and newsletters?

I'd start with the larger goal, then look at what success means on each platform. Instagram might help people discover our journalism, Reddit might create opportunities for discussion, and newsletters help us build direct relationships. I'd evaluate each platform on its own terms while looking at how they contribute to the larger audience strategy.

How would you analyze a multiplatform reporting series?

I'd start by looking at how audiences found the series and compare its performance across the website, newsletters, social media and other products. Beyond traffic, I'd look at website sessions, engaged time, social engagement and discussion, and whether the series drove newsletter signups or other conversions. I'd also want to understand whether readers continued to later installments and where they dropped off. I've done this with a five-part reporting series at Spotlight, using GA4 to analyze how readers moved through the series beyond individual story views.

What would you do if a story performed well on social media but poorly on the website?

First, I'd want to understand what we're comparing and how we're defining success, because social media and the website serve different purposes. I'd look at what made the story successful on social. Was it generating meaningful discussion, shares or engagement? Then I'd investigate why that wasn't translating into website traffic or engagement. Depending on our goals, I'd look for opportunities to build on that success, whether that's encouraging readers to explore the full story, sign up for a newsletter or continue engaging with our journalism on social.

How would you identify opportunities to reach new audiences?

I'd start by understanding who we're currently reaching and who might be missing. I'd use audience research, platform data and engagement patterns to identify opportunities. Then I'd work with the audience and editorial teams to test approaches that could help our journalism reach those groups.

How would you use audience needs to improve distribution?

I'd look at how stories serving different audience needs perform across platforms. Then I'd work with the audience team to test how we present those stories, whether that's the headline, social copy, format or distribution channel. The goal would be to help readers understand why the journalism matters to them.

How would you know whether a distribution change actually worked?

I'd define what success looks like before making the change. Then I'd compare the results with our baseline or a similar group of stories, looking at the metrics tied to our goal. I'd also consider other factors that could explain the difference before recommending that we expand the approach.

How would you evaluate an audience-growth strategy?

I'd start with the business question and identify the metrics that define success. Depending on the strategy, I'd look at new subscribers, conversion rates, acquisition sources and costs. I'd compare results with our baseline, then look at whether those subscribers continue engaging with us. That would help me recommend whether to continue, adjust or expand the strategy.

How would you decide which acquisition channel deserves more investment?

I wouldn't look at subscriber volume alone. I'd compare conversion rates, acquisition costs and what subscribers do after signing up. A channel that brings in fewer subscribers might be more valuable if those readers stay engaged or develop deeper relationships with us.

How would you evaluate a new newsletter?

I'd start with the newsletter's purpose and intended audience. Then I'd look at subscriber growth, acquisition sources, opens, clicks and website visits. Over time, I'd also examine whether subscribers continue engaging and whether the newsletter is meeting the needs it was created to serve.

What would you do if subscriber growth was strong but engagement was declining?

I'd compare open rates with clicks and website visits to understand whether engagement is declining overall. Then I'd segment subscribers by signup date and acquisition source to see where the decline is concentrated. I'd also check for tracking changes and investigate whether the newsletter is meeting readers' expectations.

How would you decide whether to scale an audience experiment?

I'd compare the results with our original goal and baseline. I'd want to know whether the improvement is meaningful, what it costs and whether we can reasonably maintain it. I'd also consider any limitations in the test before recommending that we expand it.

How do you identify opportunities in audience data?

I look for patterns that raise questions, whether that's a story reaching a new audience, a platform performing differently or a group we're not reaching consistently. Then I investigate what's driving the pattern and work with the relevant team to identify something we can test or improve.

How would you work with audience producers to improve story performance?

I'd start by understanding their goals and what they're seeing on the platforms they manage. I'd bring in the data to help identify patterns or opportunities, then work with them on possible changes. I wouldn't want to hand them a report and tell them what to do. I'd want us to develop and evaluate ideas together.

How would you help the audience team without adding unnecessary work?

I'd learn how the team works and what information would actually help them make decisions. I'd focus on clear, practical findings and recommend changes that are realistic given their workload. I'd also look for opportunities to automate reporting or make routine data easier to access.

How would you collaborate with someone who knows a platform better than you do?

I'd start by learning from their experience and understanding how the platform works. Then I'd bring the audience data into the conversation so we could interpret the results together. I think the strongest recommendations come from combining what the numbers show with the context of the people doing the work.

What would you do if an audience producer disagreed with your recommendation?

I'd want to understand their concerns and what they're seeing that I might be missing. I'd explain what the data suggests and where its limitations are. If we still disagreed, I'd look for a small test that could help us learn rather than treating my recommendation as the final answer.

How would you make audience data useful to the editorial team?

I'd focus on the questions editors are trying to answer, not just give them performance numbers. I'd explain what the data suggests about reader behavior and audience needs, then discuss what it might mean for coverage or distribution. My goal would be to give editors useful evidence while respecting their editorial judgment.

How would you balance audience growth with editorial priorities?

I'd start by understanding the editorial priorities and what we're trying to accomplish with the reporting. Then I'd use audience data to identify opportunities to help that journalism reach more people. That might mean looking at which audiences we're reaching, where they're finding our stories and how we could improve distribution. I wouldn't recommend changing editorial priorities just to chase traffic, but I would look for ways to help important journalism find its audience.

What if your analysis suggested a different approach than the editor wanted?

I'd first make sure I understood the editorial goal. Then I'd explain what the data showed, including any limitations, and why I thought a different approach might help. I'd want to have a conversation about the tradeoffs and find a way to test the idea where possible.

How would you work with editorial and audience teams on a major story?

I'd want to understand the story's goals early so we can think about how to measure success. I'd work with editorial and audience colleagues to identify the right platforms and approaches, then review performance and reader behavior afterward. That would help us learn what worked and apply those lessons to future coverage.

How would you communicate findings to different team members?

I'd use the same underlying analysis but focus on what each person needs to know. An audience producer might need platform-level insights, an editor might need implications for coverage, and a growth manager might need acquisition or retention trends. I'd keep the findings clear and focus on what decisions they can support.

How would you evaluate whether The 19th is reaching people where they are?

I'd look at where our journalism is being distributed, who we're reaching and how people engage on those platforms. I'd also use audience research to understand where people prefer to get information. Then I'd look for gaps between where we're publishing and where the audiences we want to serve are spending their time.

How would you use audience research alongside platform data?

Platform data helps me understand what people are doing, while surveys and interviews help explain their needs and motivations. I'd use both to identify gaps and opportunities. I wouldn't assume that a click means someone found a story useful or that survey responses always match actual behavior.

How would you measure whether readers are developing deeper relationships with The 19th?

I'd look beyond one-time visits to see whether people return, engage more frequently and subscribe to our products. I'd also look at whether those relationships continue over time. The goal is to understand whether we're building lasting connections, not just generating traffic.

How would you approach your first few months working with this team?

I'd start by meeting with editorial, audience and growth colleagues to understand their goals, workflows and biggest questions. I'd review the available data and reporting systems, then identify a few opportunities where analysis could help. I'd focus on building trust and delivering something useful early rather than making major changes before understanding the team.