Buzzfeed is the best thing on the internet

The Sun is "learning all the time" about its digital audience and how to measure engagement, following the introduction of its online paywall in August, according to editor David Dinsmore.

At News UK, publisher of The Sun, this week, for example, Andy Day started in the new role of business intelligence director, as the company continues in its bid to better understand how its audience engages with its content, and to support its battle for the "share of attention".

Speaking at a London Press Club event this morning, The Sun's editor refused to share any digital subscription figures, or even give an indication of how uptake had performed so far in comparison to expectations.

But when it comes to learning about the digital audience, he suggested this was an ongoing area of development, which he expects to continue "over the next two decades".

"I think people underestimate the sea change going on in newspapers," he said. No longer is it just about "lobbing stories in the paper", he added, but instead there is a growing need, and opportunity, to "understand all the data" available, he said. (There is more on how The Sun and fellow News UK title The Times tracks readers across different devices here.)

While he would not reveal any paywall-related statistics, Dinsmore did give a glimpse into the mind of The Sun in terms of where it places itself in the digital content market, identifying BuzzFeed as a competitor.

Source: co

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