Comments on: “Online journalism is about more than just writing”: Chris Green, Editor, IT Pro

By: IT Pro versus Google: whose site traffic figures do you trust? « In Front Of Your Nose

Tue, 22 Jul 2008 11:35:39 +0000

[...] PR campaign, you’d want to be sure that you were basing your decisions on accurate data. (And Chris Green’s plan to reward freelance journalists on the basis of traffic figures clearly hinges upon [...]

By: Chris Green

Chris Green — Sat, 12 Jul 2008 09:15:07 +0000

Hi Andrew

In answer to some of your questions:

Yes, we absolutely use this same analysis (among other measures) to determine the success and value for money of in-house writers. If anything, this is where the disconnect has traditionally been – we benchmark in-house staff but not freelance writers.

All traffic is not created equal, but all traffic is valuable. Naturally, that value varies between a script-kiddy and a FTSE 500 chief exec or IT director. Ultimately, the traffic that spawns a registration (and with it the most detailed demographic data about a reader) is the most valauable. Added value functionality on the site encourages registration.

And finally, I agree with you that much of what I wrote can and does apply equally to the PR community.

Cheers
Chris

By: Murphy’s Law » PR depression, online PR slides, online journalism, Spectrum 48K, McDonalds, social media and the best telemarketing call ever…

Fri, 11 Jul 2008 22:13:24 +0000

[...] Chris Green, Editor of UK publication IT Pro, shares his views that journalism online is about more than writing, it’s about search engine optimization, generating comments, and driving the visitor to read other content on the site. Andrew Bruce Smith has some detailed perspective. [...]