Alastair Reid of Journalism.co.uk reports, "In the last two and a half years, The Huffington Post has launched in 11 markets and doubled traffic to its sites from 45 million to 90 million unique monthly visitors. Jimmy Maymann, chief executive of The Huffington Post, shared those figures while speaking at the Reuters's Institute Big Data for Media conference in London today. For Maymann, the key is using data to improve reader experience, a tactic that will bring both editorial and business benefits. 'Because of how media has changed in the last five years with social and search we've gone from producing 500 to 1,600 news stories every day,' Maymann told delegates, and editors have access to data that can inform newsroom decisions in a real-time analytics dashboard. The content is 'optimised' by data, he said, so the editor can understand reader habits better and respond accordingly."
Reid continues, "On the business side, Maymann said semantic technology JULIA (Just a Linguistic Algorithm) had been helping to not only moderate comments, but also better place adverts, to avoid them being placed in ways that may not fit appropriately with the content of an article. In the near future, Maymann said The Huffington Post wants to understand audience preferences and behaviours even further, to be able to offer them the best possible experience when on the site. By studying browser behaviour and reader choices, Maymann said the publisher hopes to adopt a form of passive personalisation by which readers will be shown content and advertising that is more relevant to them, which is expected to boost both the editorial and revenue streams of the publisher and the connection the audience has with the outlet."
Image: Courtesy The Huffington Post