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What is Popular Gets More Popular? Exploring Over-Time Dynamics in Article Readership Using Real-World Log Data
Damian Trilling1,2, Roeland Dubèl1, Rupert Kiddle2
1Department of Communication Science, University of Amsterdam, Amsterdam, Netherlands.
Journalism Studies
|November 29, 2024
Summary
Promoting online news via social media can create lasting engagement, unlike other methods. While placement boosts views briefly, social media sharing leads to sustained reader interest and more clicks over time.
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.
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