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Welcome to the Official Schedule for RightsCon Toronto 2018. This year’s program, built by our global community, is our most ambitious one yet. Within the program, you will find 18 thematic tracks to help you navigate our 450+ sessions

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Last updated: Version 2.3 (Updated May 15, 2018).

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Friday, May 18 • 16:00 - 17:00
From clickbait to misinformation: How can we change the way we measure, value and monetize content online?

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News and content producers have been searching for the right metrics for their digital products for years. They continue to struggle with evaluating their digital content performance in a meaningful way and relating this evaluation to the quality of their journalism. Single-metric evaluations that are still practiced today, like page views or number of unique visitors, create newsroom environments in which journalists and editors are incentivized to pursue those metrics instead of focusing on the quality of their stories, engagement, impact and value for their audiences

Furthermore, by using inadequate metrics for almost two decades, journalists and the media have missed the opportunity to establish a new business model based on the true value of their content. Advertisers have based their campaigns on page views, clicks, likes or number of unique visitors – placing more adds with that cat video than with an engaging local investigative story. In addition, social networks like Facebook are using opaque algorithms to measure, value and subsequently promote certain content or place advertising next to it. Economies of scale applied to advertising and online content have led to the ubiquity of clickbait, sponsored content, behavioral advertising, and misinformation campaigns.

Through new digital analytics, we are now able to have a detailed picture of how digital content is consumed and valued. Both big data and qualitative rich insights into new consumer cultures and context can contribute in two ways to journalism and high quality media: first, by enabling us to understand news audiences better and serve them better, and second, by allowing us to call for dismantling the system that has primarily valued and monetized cat videos, sensationalist headlines, clickbait and false information.

Our challenge now 
is to understand how we can change the existing system and how we can use it to benefit good journalism, quality content and informed communities.

The discussion will focus on the issues presented above and on examples of solutions and strategies that allow content producers to move away from single-metric evaluations within and regardless of the current online media environment.

* One 7 to 10 minute presentation of how the content is measured and valued online at the moment (including Facebook, Google, YouTube etc).
* Two 7 to 10 minute presentations of cases on how new analytics are used by journalists, news media and advertisers.
* Q&A and discussion of potential actionable ideas.

We would like to solicit best practices that positively impact the understanding of audiences' behaviour online, and move the focus of measurement and valuation of content away from clicks and virality to quality, impactfulness and content that really contributes to audience engagement and loyalty. We would also like to explore actions to impact internet intermediaries and their openness around algorithms and monetization strategies on their platforms, and hopefully ultimately influence the business models that makes quality journalism sustainable.

Moderators
avatar for Mira Milosevic

Mira Milosevic

Executive Director, Global Forum for Media Development
Mira Milosevic is Executive Director of the Global Forum for Media Development, a network of more than 190 media development and journalism assistance organisations. Mira was a Director of Media Development Programmes at WAN-IFRA (World Association of Newspapers and News Publishers... Read More →

Speakers
avatar for Peter Jancarik

Peter Jancarik

Strategist & Partner, Seesame/Konspiratori.sk
Strategist & Partner at Seesame Communication Experts, Co-founder of Konšpirátori.sk | I am a communication professional. For 12 years, I've worked for Slovakia’s leading PR firm Seesame. I co-founded Konšpirátori.sk, a project that seeks to protect brands from displaying... Read More →
avatar for Sharon Moshavi

Sharon Moshavi

Senior Vice President, New Initiatives, International Center for Journalists
As Senior Vice President of New Initiatives, Sharon Moshavi oversees new project development, innovation and impact at ICFJ. She has led the design of projects ranging from newsroom transformation efforts in India to investigative reporting projects in Latin America to global efforts... Read More →
avatar for Maryia Sadouskaya-Komlach

Maryia Sadouskaya-Komlach

Programme Coordinator, Free Press Unlimited
I'm a professional journalist who has been working in media and managing media development projects for the last fifteen years. My fields of interests are democracy transition, media development in "closed" environments, and new media, especially in the Eastern Partnership, Russia... Read More →


Friday May 18, 2018 16:00 - 17:00
204C

Attendees (116)