How we got the journalists to use dashboards ? / Comment conduire les journalistes à piloter des tableaux de bords ? – Poul Madsen

Intervenant: Poul Madsen, Executive editor in chief at EkstraBladet

EkstraBladet is a Danish tabloid founded in 1904. It focuses on sports, entertainment, investigative journalism, and breaking news. Users spend 50% of their time on the website, as compared to the 20 other biggest websites in the country.

“Data can help journalists doing their investigation,” says Poul Madsen, executive director in chief of this tabloid who had successfully managed to rise to the occasion of new digital tools for engagement.

He started by underlining the different ways that KPI metrics can be used in a newsroom:

  • to ensure a joint action in the organization
  • to provide management tool in all of the departments
  • to ensure that the effect of new initiatives and experiments are measurable on the strategic goals and not only on secondary parameters
  • to ensure that the organization at all times get wiser smarter and better

These tools are not only measurement tools – they can be used as management tools as well. EkestraBladet sets up its KPI before establishing a new project. As a result, every day more than one million Danish visit the website.

In 2017, EkestraBladet aimed for a 10% page view growth. They had 12.4% growth. Their next important goal for next year is to build up a freemium model to have more money coming from subscriptions. 

DSC_6687.JPGCrédits photo : Jules Boudier

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