Tuesday, October 2, 2012

The transformation of readers into revenue.



Response to “The transformation of audience information systems”

In the news media environment, the analytic evolution of audience behaviors has been developed by advertising companies, who are the most sensitive stakeholders for the audience behaviors. Even though many contents providers, such as movie makers, have also been conducting researches on audience behaviors, news contents providers, such as newspapers, have been less sensitive to the audience behaviors than advertising companies as well as entertainment industry.

It is because news contents providers rely on their contents production based on the relationship with news sources, which implies a lack of audience engagement in content production. However, in the new media environment, the audience is not considered as passive consumers any longer. They are involved in the news production by adding their comments and raising their voice online, which affect news stories. Their opinions are even included in the news stories.

Before the advent of new technology, news producers could not figure out how news contents consumers responded to their contents. Maybe, aggregated public polls revealed the behavioral responses of news consumers in the past. However, traits of footprints on any visit to news articles show the interests and behavioral responses of news consumers. Their clicking actions can be tracked down, revealing their interconnected interests beyond the news articles.

The research in the field of Artificial Intelligence tries to figure out how online users’ comments are actually leading to the purchasing behaviors. The accuracy of prediction is approximately beyond 70 percent. Therefore, applying those analytic approaches to the news contents will be beneficial to increase advertising revenues by analyzing how opinions of reader comments are related to certain interest in the products. Since the most active news consumers are those expressing their opinions on the reader comments section, plenty of textual information can lead news media to bring more revenues to link their interest to certain products.

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