A computational analysis of online audiences of a local news publication.
Local news organizations in Canada exist is a VUCA environment – volatility, uncertainty, complexity, and ambiguity – which complicates their relationship with news audiences. Positioning in the news media market is further complicated by the rise of ubiquitous social media, which now must be factored into business strategy. Local newspapers face a volatile transmedia readership that is difficult to define. The purpose and goal of this project is to provide a local magazine partner with actionable audience intelligence that will help expand readership through a unique social media community and media ensemble detection mode.