How do we measure the reach and impact of online journalism? Does audience data belong in the newsroom? Though the meaning of audience metrics is often opaque, their effects on business and editorial decisions are very real (pivot to video, anyone?). Chris Moran, The Guardian’s strategic projects editor, talks to Emily about building analytics tools for journalists, navigating misleading numbers, and working in a newsroom that is “data-driven, but not data-led.” 

• Reading List: 
• Max Read’s New York Magazine article about the overwhelming fake-ness of the internet.
• Guest Chris Moran on what makes a good metric
• Bonus! Watch Chris Moran defend the page view as a good metric in this five-minute video from the NewsGeist Europe conference in 2015!

Music In This Episode 
“The Insider Theme” by The Insider
“Archipelago” by A.A. Alto
“Quasi Motion” by Kevin MacLeod