Metrics as the new normal – exploring the evolution of audience metrics as a decision-making tool in Swedish newsrooms 1995-2022

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This paper explores the implementation process of digital audience metrics as a key strategy in Swedish legacy news production during the last three decades. The historical adoption of metrics in the newsroom is not new but has grown fast (from analogue audience measurements in the 1950s and monthly statistics of unique visitors in the 1990s to a wide range of real-time data). This trend is important because Swedish news organisations have invested heavily in data analytics, which involves integrating metrics-driven journalism into a particularly strong and homogenous tradition of professional autonomy. Based on interviews with key senior managers and supported by the analysis of trade publications, as well as published interviews, the findings reveal three chronologically overlapping periods: the naïve stage of ‘getting online’, the destructive period of ‘social media prominence’, and the end of the ‘paywall hesitation’. This trend has led to a new equilibrium in which audience metrics are perceived as better aligned with the professional values of news selection. More importantly, the industry-wide embrace of metrics as guidance for more relevant and rational news production revolves around two main factors: First, although metrics are tied to organisational targets, they remain under editorial control. Second, the degree of granularity and diversification of metrics allow for wider support of their use for strategic purposes.