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

“Tony Abbott Is The Gift That Keeps On Giving!” The Guardian Australia
B&T Magazine
By B&T Magazine
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.

Please login with linkedin to comment

Advertising Standards Bureau General Manager PartnerReach

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]