Response to “The transformation of audience information
systems”
In the news media environment, the analytic evolution of
audience behaviors has been developed by advertising companies, who are the
most sensitive stakeholders for the audience behaviors. Even though many
contents providers, such as movie makers, have also been conducting researches on
audience behaviors, news contents providers, such as newspapers, have been less
sensitive to the audience behaviors than advertising companies as well as entertainment
industry.
It is because news contents providers rely on their contents
production based on the relationship with news sources, which implies a lack of
audience engagement in content production. However, in the new media
environment, the audience is not considered as passive consumers any longer. They
are involved in the news production by adding their comments and raising their
voice online, which affect news stories. Their opinions are even included in
the news stories.
Before the advent of
new technology, news producers could not figure out how news contents consumers
responded to their contents. Maybe, aggregated public polls revealed the
behavioral responses of news consumers in the past. However, traits of
footprints on any visit to news articles show the interests and behavioral
responses of news consumers. Their clicking actions can be tracked down,
revealing their interconnected interests beyond the news articles.
The research in the field of Artificial Intelligence tries
to figure out how online users’ comments are actually leading to the purchasing
behaviors. The accuracy of prediction is approximately beyond 70 percent. Therefore,
applying those analytic approaches to the news contents will be beneficial to
increase advertising revenues by analyzing how opinions of reader comments are
related to certain interest in the products. Since the most active news
consumers are those expressing their opinions on the reader comments section, plenty
of textual information can lead news media to bring more revenues to link their
interest to certain products.
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