“Tony Abbott Is The Gift That Keeps On Giving!” The Guardian Australia

“Tony Abbott Is The Gift That Keeps On Giving!” The Guardian Australia
SHARE
THIS



Prime Minister Tony Abbott and his gaffes are, hardly surprisingly, a massive hit with leftie Guardian readers, with one of the publisher’s wags labelling him the “gift that keeps on giving”.

When The Guardian’s home page splashed on Abbott agreeing with Sydney broadcaster Alan Jones that wind farms may “have potential health impacts”, last week, Australian audience editor Dave Earley told B&T it performed particularly well.

Joking that Tony Abbott is “the gift that keeps on giving,” Earley added, “we’ve had record traffic globally in the last three to four months. Today 70 per cent of everything clicked through from the home page has been the Tony Abbott story so it’s performed pretty well.”

The Guardian, which is the third most read news site globally and currently ranks at No7 Down Under, has had record traffic in the last four months – and Earley credits the rise in figures to Ophan.

“It’s the best analytics tool in the world,” said Earley, as he gave B&T a one-to-one demonstration of the system at the Guardian’s swanky office in Surry Hills.

“It’s constantly changing and evolving and part of what Ophan does is live updating, and depending on where you’re looking at it in the system, you can set it to show you ‘most recent’ and there’s filters we can use for three minutes or whatever.

“It all works starting at a global level, then we‘ve got various filters, and can look at sections like devices, mobile, desktop, browsers countries, and all the different referrers etc. We tend not to use all of those on the front though as we just want to see what’s getting clicked, right now because we always want to know immediately what the reaction is to a new headline, or a story, or placement.

“When I change it to another measure, the numbers would change to reflect the most clicked in that particular time limit, and the coloured circles denotes the current speed, if it’s going up higher.”

Earley claims Ophan’s handy next generation tool “is changing the culture of the newsroom to digital first”.

“New platforms on social,” he added, “whether it’s Vine, Instagram, Facebook, Tumblr, Twitter etc, wherever our content reaches the audience – our role is to reach as many people as possible – but optimise it for the audience.”

Interesting Facebook recently overtook Google in directing traffic to the site.

“Twitter only makes up about three per cent of our traffic,” added Earley. “Facebook makes up about 25 per cent, Google usually makes up about 25 per cent too and towards end of last year/beg of this year Facebook overtook Google.

“That’s particularly unique to The Guardian Australia because our Facebook and social strategy has been particularly successful, whereas in the UK Google would be doing maybe a third or double because search is much bigger for the UK than it is for us.”

The stats also show what platform readers are consuming the Guardian on: mobiles in the morning, desktop during the afternoon and tablets in evening, with a huge surge of traffic from Facebook between 5-9pm.

Latest News

McCann Names New MD For Melbourne
  • Advertising

McCann Names New MD For Melbourne

Creative agency McCann has announced the appointment of Georgie Pownall as its new managing director for Melbourne. With over 20 years’ experience in marketing and advertising, Pownall (pictured above) joins McCann most recently from Publicis Mojo. She has also worked for several other agencies such as The Campaign Palace, DDB, Saatchi & Saatchi, and CHE. […]

ABC Accuses Murdoch Of Helping Oust Turnbull
  • Media

ABC Accuses Murdoch Of Helping Oust Turnbull

The ABC aired an explosive report during its 7 pm News last night, claiming News Corp’s Rupert Murdoch waged a media-driven war against ex-prime minister Malcolm Turnbull to oust him from parliament. According to ABC, Seven West Media CEO Kerry Stokes was told Murdoch Turnbull “had to go”, in the lead up to the Lib […]

Data Storytelling Platform Nugit Appoints Darren Jacobs To Lead Sales
  • Media

Data Storytelling Platform Nugit Appoints Darren Jacobs To Lead Sales

Following its Australian launch, data storytelling platform Nugit has appointed Darren Jacobs as VP sales and client development to drive new business across the region. Jacobs has extensive experience working in Australia, joining Yahoo! from its London office in 2008 before moving to Publicis owned agency Zenith Optimedia as performance account director and then digital […]

Dendy Icon Promotes Sharon Strickland To CEO
  • Media

Dendy Icon Promotes Sharon Strickland To CEO

Cinema and film distribution group Dendy Icon has announced the promotion of Sharon Strickland to CEO. Strickland joined the company in 2010 from Hoyts as financial controller before being promoted to chief operating officer in 2014. She replaces Greg Hughes as CEO, who left Dendy Icon in November after 11 years at the group. Dendy […]

Natalie Bassingthwaighte To Host Ten Reno Show ‘Changing Rooms’
  • Media

Natalie Bassingthwaighte To Host Ten Reno Show ‘Changing Rooms’

Network Ten has announced that Aussie actress and singer Natalie Bassingthwaighte play the role of host on the revamped renovation show Changing Rooms. A woman of many talents, Bassingthwaighte has had a long association with Ten with previous appearances on Neighbours, The Wrong Girl and So You Think You Can Dance Australia. More recently Bassingthwaighte […]

WhichCar TV To Launch In 2019 On Channel Ten
  • Media

WhichCar TV To Launch In 2019 On Channel Ten

Bauer Media and Network Ten are proud to announce an exciting new television show for 2019 showcasing everything new car buyers need and car lovers want.

QLD Department Of Health Aims To ‘Stop The Rise Of STIs’
  • Campaigns

QLD Department Of Health Aims To ‘Stop The Rise Of STIs’

In order to address high STI rates and lack of knowledge amongst young adults, Khemistry – a GrowthOps business – has created a multi-channel campaign for the Queensland Department of Health. The campaign encourages sexually active young Queenslanders to get tested, use protection, every year or with every new partner. STI rates in Queensland are […]