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What is Popular Gets More Popular? Exploring Over-Time Dynamics in Article Readership Using Real-World Log Data.

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Area of Science:

  • Digital Media Studies
  • Computational Social Science
  • Information Science

Background:

  • Online news platforms utilize various methods like social media, push notifications, and "most read" features to promote content.
  • These promotional strategies can potentially create "feedback loops" where initial views lead to increased visibility and further readership.

Purpose of the Study:

  • To investigate the existence and nature of feedback loops in online news consumption.
  • To analyze the impact of different promotional channels on article viewership and engagement duration.

Main Methods:

  • Utilized comprehensive click log data from five regional Dutch newspapers over 13 weeks.
  • Analyzed over 12 million views across nearly 18,000 articles to track engagement patterns.
  • Differentiated the effects of various promotional strategies, including social media, on article performance.

Main Results:

  • Article placement and promotional tactics provide short-term view increases, challenging the traditional feedback-loop hypothesis.
  • Social media sharing emerged as a significant exception, driving both increased clicks and prolonged reader engagement.
  • The impact of non-social media promotion on sustained readership was found to be transient.

Conclusions:

  • The feedback-loop hypothesis is not universally supported for all online news promotion methods.
  • Social media plays a unique role in fostering sustained engagement with online news content.
  • Understanding channel-specific effects is crucial for optimizing online news dissemination strategies.