A growing culture change and fear that the printed page might die are sending more reporters and editors to my desk. Everyone has an idea; a lot of which are good. Here’s how I decide which projects make the list, and in what order.
Making the list requires two things:
1. A member of the Web team really wants the idea to become reality.
2. The right people in the newsroom show support for the idea.
Still, too many projects meet those criteria. Now, the ruthless question: Will this project generate a lot of page views in a short time period?
First, estimate how many page views the project will earn per quarter. Let’s say Project X is estimated to earn 1,000 page views per day, which is 91,000 page views per quarter. Then estimate how many hours of work it will take for the team to complete the project. Let’s say Project X requires 40 hours of your team's time to create. Now divide to find the rate of page views per work hour.
Project X generates 2,275 page views per work hour. (91,000 / 40 = 2,275)
Rinse and repeat. After every project is calculated, just sort the list and you’ve got a well reasoned schedule intended to put the biggest ROI first in line.
With any system, there are exceptions. Let’s say a project has to get done during the first quarter. Or let’s say your boss insists. Or, your boss’ boss insists. Be reasonable. Make room for good journalism that might not explode in page views.
And remember this is all based on estimates, and you could be wrong. Page views per work hour helps offer perspective, not an absolute timeline.
Comments (4)
Of course, estimating page views per quarter for a new project requires a Ph.D. in abnormal psychology and a divining rod.
I wouldn't want my boss whipping out her calculator every time I float an idea.
Posted by Ryan | February 15, 2007 10:25 AM
Posted on February 15, 2007 10:25
I've been looking at stats for HeraldTribune.com for six years. Having done this for that long, I find that I can estimate page views pretty closely. Not 100 percent accurate. But you have to at least try.
Posted by Lucas | February 15, 2007 11:19 AM
Posted on February 15, 2007 11:19
Sounds a lot like TV ratings systems. I hope it doesn't generate the same type of culture. I'd hate to see the stupid ideas getting through (DUSTBUNNIES ON YOUR CHILD'S PLAYGROUND!!!), and the great ones being stopped.
Posted by angela | February 16, 2007 12:14 PM
Posted on February 16, 2007 12:14
Regular page view stats from your Web analytics system are more like TV ratings than page views per work hour. For example, our analytics system tells us which stories are most popular, and it can do it up-to-the-minute.
I've never used page views per work hour to select stories, but I suppose if I were assigning reporters instead of developers and producers, then I might consider it. After all, it's what assigning editors do every day. But instead of basing assignments on a number, they do it more subjectively ... will people be talking about that story, etc? Does it affect a lot of people?
As you know, this kind of news judgment has worked for a lot of years. Still, there's nothing wrong with having more information when making a decision.
Maybe it would stop the editor from assigning stories about things that actually only affect him or her. Reporters hate that.
Posted by Lucas | February 16, 2007 3:21 PM
Posted on February 16, 2007 15:21