News UK journalists caused 'absolute mayhem' with digital data

News UK has clamped down on the digital data it releases to staff after misuse of the figures by journalists caused "absolute mayhem", according to Alan Hunter, the head of digital for The Times and The Sunday Times.

The Times: News UK title
The Times: News UK title

Speaking at an Advertising Week Europe session on "next generation" technology, Hunter warned that great care has to be taken in the way figures on digital performance are explained to staff.

The Times and The Sunday Times have changed the way they brief staff on page impressions and video views and now give a single "gold standard" figure rather than allowing staff to put their own interpretation to the figures.

Hunter said: "We started to release figures of our video views and our page impressions to our journalists and while they are brilliant at many things, interpreting data is perhaps not at the top of their skill set.

"We had absolute mayhem for a while where they were all quoting different figures that suited their needs, as journalists can sometimes do. It was quite funny in a way, the number of different figures that get thrown around.

"So we are actually reducing them to a single gold standard so we don't have all these different views of the truth."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Pre-tax profits fall by 90% at UTV

Pre-tax profits fall by 90% at UTV

UTV Media has reported a fall in pre-tax profits of 90 per cent for the first half of 2015.

Share
Why publishers' brand strategy must be fluid and flexible

Why publishers' brand strategy must be fluid and flexible

Jerry Wright, the chief executive of ABC, warns not to place too much faith in false dawns or recent sunsets in the publishing sector.

Share
The trillion dollar question: can Facebook's virtual assistant succeed where others have failed?

The trillion dollar question: can Facebook's virtual assistant succeed where others have failed?

Think of a world where Facebook knows where you are, where your next meeting is, and how long it'll take you to get there, imagines Mindshare's head of mobile.

Share

Get news by email