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Chapter 11 introduces the tips for building a digital audience for news.

“if journalists produce great stories, but no one reads them, how can news survive?” That quote reminds me of a Hollywood axiom “No audience.. no show.” No matter how good your story is, it still needs to be read in order to become news.

When a person searches for a particular piece of news, you are competing against thousands if not millions of other publications. Title, tag and description are your first impression to attract potential audience. Good writing is also extremely important, so is analyzing what you publish.

Part of analyzing what you publish is figuring out what your readers like and do more of it.

The chapter explains how to track your content, the concept of web analysis, search engine optimization, headline writing for the web and distribution through social media such as Twitter.

In further detail, the chapter explains what exactly to track and why it is important. It suggested tracking things like total news stories per day, podcasts, breaking news email alerts and many more. Web analytics software such as Hitbox, Omniture and Google Analytics make it very easy and affordable to be able to keep track of the traffic on virtually any website.