Jornalismo mensurado : uma investigação sobre os impactos dos sistemas de medição de audiência em sites de notícias

Abstract

This research aims to investigate how news companies use web analytics tools, the systems which collect, compile and generate their websites’ audience reports. Through qualitative research conducted along the editorial offices of the Jornal NH (Novo Hamburgo/RS) and the Diário Gaúcho (Porto Alegre/RS) newspapers, the study observed the relationship between the adoption of audience measurement systems and the implementation of journalistic convergence processes in newsrooms, their incorporation to the editorial processes of the journalists and their influence in defining these organizations’ business models. For the analysis, the Political Economy of Communication was approached with the intent of verifying whether such tools are used to maximize news companies’ profits. The case studies showed that there is a balance between performing journalistic work and reaching more audience, as well as that the web analytics is a supporting tool for corporate decisions, influencing in the choices of business strategies to be adopted.