So many businesses build web sites, but do not take the time to understand what their audience wants. They do not care or do not know how to understand their audience – this is why many web sites are not as successful as they could be.
USA Today writes Las Ultimas Noticias (LUN) ó The Latest News ó is Chile’s most widely read newspaper today, setting tongues wagging, talk-show hosts chatting, celebrities and politicians denying, serious folks wailing, and advertisers calling.
No, it’s not a tabloid, insist the employees at the slightly shabby downtown newsroom. Rather, they say, it’s a revolution in journalism, a reader-driven product that reflects the changing values and interests of a postdictatorship public that grew up on a diet of establishment news and now wants more. Or, as some say ó because of the often low-brow content ó less.
This revolution has occurred, says the paper’s publisher Augustine Edwards, thanks to his decision to listen to “the people.” Three years ago, under Edwards’s guidance, LUN installed a system whereby all clicks onto its Web site (www.lun.com) were recorded for all in the newsroom to see. Those clicks ó and the changing tastes and desires they represent ó drive the entire print content of LUN. If a certain story gets a lot of clicks, for example, that is a signal to Edwards and his team that the story should be followed up, and similar ones should be sought for the next day. If a story gets only a few clicks, it is killed. The system offers a direct barometer of public opinion, much like the TV rating system ó but unique to print media.
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