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Optimizing Content with A/B Headline Testing: Changing Newsroom Practices

Author

Listed:
  • Nick Hagar

    (Department of Communication Studies, Northwestern University, USA)

  • Nicholas Diakopoulos

    (Department of Communication Studies, Northwestern University, USA)

Abstract

Audience analytics are an increasingly essential part of the modern newsroom as publishers seek to maximize the reach and commercial potential of their content. On top of a wealth of audience data collected, algorithmic approaches can then be applied with an eye towards predicting and optimizing the performance of content based on historical patterns. This work focuses specifically on content optimization practices surrounding the use of A/B headline testing in newsrooms. Using such approaches, digital newsrooms might audience-test as many as a dozen headlines per article, collecting data that allows an optimization algorithm to converge on the headline that is best with respect to some metric, such as the click-through rate. This article presents the results of an interview study which illuminate the ways in which A/B testing algorithms are changing workflow and headline writing practices, as well as the social dynamics shaping this process and its implementation within US newsrooms.

Suggested Citation

  • Nick Hagar & Nicholas Diakopoulos, 2019. "Optimizing Content with A/B Headline Testing: Changing Newsroom Practices," Media and Communication, Cogitatio Press, vol. 7(1), pages 117-127.
    • Handle: RePEc:cog:meanco:v:7:y:2019:i:1:p:117-127
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    Citations

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    Cited by:

    1. Miroslav Mandić & Iva Gregurec & UgljeÅ¡a Vujović, 2023. "Measuring the Effectiveness of Online Sales by Conducting A/B Testing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 223-249.
    2. Constanza Gajardo & Irene Costera Meijer & David Domingo, 2021. "From Abstract News Users to Living Citizens: Assessing Audience Engagement Through a Professional Lens," ULB Institutional Repository 2013/323596, ULB -- Universite Libre de Bruxelles.
    3. Silke Fürst, 2020. "In the Service of Good Journalism and Audience Interests? How Audience Metrics Affect News Quality," Media and Communication, Cogitatio Press, vol. 8(3), pages 270-280.
    4. Joan Calzada & Nestor Duch-Brown & Ricard Gil, 2021. "Do search engines increase concentration in media markets?," UB School of Economics Working Papers 2021/415, University of Barcelona School of Economics.
    5. Kristina Gligorić & George Lifchits & Robert West & Ashton Anderson, 2021. "Linguistic effects on news headline success: Evidence from thousands of online field experiments (Registered Report Protocol)," PLOS ONE, Public Library of Science, vol. 16(9), pages 1-14, September.

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