New Report Highlights Potential Financial Benefits of Attention Analytics

July 18, 2017

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John Perrino: [email protected], 202-994-6297

WASHINGTON (July 17, 2017)—A new white paper published by the School of Media and Public Affairs at the George Washington University provides key insights on the role of attention analytics in building a more sustainable business model for digital news publishers.

The white paper, “The Rise of Attention Metrics: Can a New Digital Currency Help Sustain Journalism?” documents the rise of attention analytics, explores the current role of attention metrics in the newsroom and in display advertising sales, and offers analysis of what the future holds for time-based advertising transactions. Its findings suggest that certain types of publishers can benefit financially from trading on user attention rather than impressions.

The report shares perspectives from professionals in digital analytics, advertising, and publishing, including practitioners at leading publications such as The New York Times, The Washington Post, The Atlantic and the Financial Times.

Brent Merritt, the paper’s author, observed, “The biggest question in news media right now is how to make the economics of good journalism work. Time-based ad sales could be key to a more sustainable model for some publishers.”

A PDF of the white paper can be found here.

About the Author

Brent Merritt recently completed a graduate fellowship at the George Washington University’s School of Media and Public Affairs. His work there focused on how digital technologies are changing the future of news media and strategic communications. He’s now an independent communications consultant at Metric Communications, where he helps organizations with messaging and analytics. Find him on Twitter @brentmerritt.

GW’s School of Media and Public Affairs

The George Washington University School of Media and Public Affairs is dedicated to the rigorous study of journalism and political communication with a focus on understanding the impact media have on how societies inform and govern, connect and communicate. As media undergo transformational change, SMPA’s goal is to advance both theoretical insight and innovative practice. SMPA conducts groundbreaking research, offers inspiring teaching, encourages hands-on work in the field and in our production facilities and engages directly with thought-leaders in Washington, D.C., and around the world.