First edition of the event promoted by the National Newspaper Association took place this Wednesday (18)
On the afternoon of this Wednesday (18), the National Newspaper Association (ANJ) promoted the first edition of Data Day, a meeting that took place in São Paulo, to discuss common problems in the newspaper industry and how data can help in the daily lives of professionals with solutions.
The first panel of the afternoon “Audience and Data Reading” was mediated by Camila Marques, editor of Folha de São Paulo, with the participation of Julia Schvartzer, senior customer success manager at Chartbeat (USA) and Gabriela Caesar, data analyst at Google Trends (SP).
On the panel, Julia highlighted data reading as an important tool for retaining an audience in media outlets. With the data, the journalist can investigate more precise stories, understand trends and identify significant topics for their readers.
Julia said that an online article has an average shelf life of 24 hours worldwide, while videos on social media last, on average, 7 days. Therefore, it is necessary to invest in hyperlinks and related links in the online text – so that the reader continues browsing the website. According to the expert, more than 80% of users do not stay on the sites after reading just one article.
Social networks appear as allies in this time of engagement on the website – they are responsible for 23% of external traffic for news websites and web media, half of this traffic comes from organic reach.
Gabriela presented Google Trends as a tool that helps journalists understand the interests of Brazilians. Furthermore, it helps them understand trends and give insights for guidelines.
The second panel, “AI for communication vehicles and brands in the post-GPT era”, was mediated by Dani Braga, deputy editor of digital and audience at Folha de S.Paulo, and participation by Andr Chaves, CDO of Future Hacker from Leme Growth.
In the conversation, Chaves emphasized that “data journalism is no longer a trend, it is survival.” The professional also said that, with the amount of information available on the internet, media outlets are being forced to know and use data analysis tools to find patterns and produce more accurate and impactful reports, in addition to continuing to engage their audience.
“It is no longer possible for a communication vehicle to work solely on intuition,” said Chaves. For the expert, the best way for journalists to implement data and AI tools into their work routines is by testing these tools.
It highlights care when using the programs, such as double-checking information, searching the tool’s history, making comparisons and improving the text with other information. “I don’t believe that AI will replace humans,” he concluded.
