Online Journalism News

Decision on newspaper web traffic data review expected week after next

The body that regulates how web measurement standards are formulated is to meet on July 9 to consider the findings of a review into the way newspaper websites gather traffic information.

The Joint Industry Committee for Web Standards (JICWEBS) last month ordered a review into the way data used in Audit Bureau of Circulation Electronic (ABCE) audits of newspaper website traffic is gathered following speculation that use of several different technologies to collect analytical information could result in an uneven set of traffic results.

Newspaper publishers are currently free to choose one of several approved technologies with which to collect their web data. However, concerns of rival newspaper groups were raise as Telegraph.co.uk added over six million unique users in two months after switching from an approved data collecting tool called HBX SiteCatalyst to another approved tool called WebTrends 7 On Demand.

Representatives from the Telegraph attributed the growth to the increasing popularity of its editorial content, its endeavours to create compelling in-depth coverage of events - such as the budget - and its increased use of video.

JICWEBS' group of newspaper representatives met on June 6 to discuss a formal review of the web metrics methodologies applied by national newspapers for ABCE audits.

During that meeting, they agreed the matter should be passed over to the committee's Internet Technical Group (ITG) for further review.

The ITG met earlier this week to discuss whether technical differences between the various web analytics tools accredited by the ABCE could materially affect reported traffic figures.

The ITG is expected to report back to the full committee the week after next with recommendations on the use of analytics technologies by newspaper websites.

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