Impact > numbers, kthnx
In an age where almost everyone’s chasing clicks, or at least subscriber numbers, I’m particularly interested by the way ProPublica has quantified its work, or “impact,” most recently with their 2017 Annual Report.
If you scroll down to page 10, you can see a categorical breakdown of the type of real change and results that ProPublica’s investigative reporting has achieved in the last year, from reformed policy to halting predatory mortgage fees. It makes sense that a nonprofit outlet takes this route to show its “performance” to a very different class of stakeholders than a typical media company (i.e. donors vs. investors), but it’s a cool perspective that I’d imagine would work for local media outlets, especially. (And individual reporters! You should start cataloguing and championing your work in this way, IMO). Because, lest we all forget, this industry isn’t all about the clicks at the end of the day.
What do you guys think? What are some other ways that media brands can measure their performance/impact?
Like Deez Links? Forward to some impactful people.