Abstract
Slacek Brlek focuses on the role audience metrics play in measuring and segmenting audiences for more effective sale to advertisers. By extending the focus beyond the newsroom to include marketing of advertising space and media planning this chapter connects the implementation of audience metrics in the newsroom to the business models of media organisations, their relationships with advertisers and modes of monetising audiences. The study finds that the number of clicks is the dominant metric present in newsrooms and that journalists generally do not feel it undermines their professional autonomy. It seems that segmentation of audiences through targeted content as well as collaboration with advertisers on native advertising are the primary means through which Slovene news websites attempt to increase their advertising revenue.
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