Data for Small Newsrooms: The Case of Tiny News Collective
The Challenge
Local journalism, especially in independent and small newsrooms, plays a crucial role in connecting communities with detailed information that would otherwise be difficult to share. However, unlike larger media organizations, small newsrooms lack the technological tools necessary to optimize the data on metrics and other indicators they collect through platforms like Ghost CMS or Google Analytics. Tiny News Collective (TNC), which supports emerging newsrooms across the United States, identified this critical gap: their members lack the resources to effectively consolidate, analyze, and act on this information.
Moreover, these newsrooms face several challenges when attempting to use data to optimize their processes, better understand their audience, and, in general, assess the impact of their work:
- Unclear Metrics: Uncertainty about which indicators truly matter for local journalism prevents an understanding of each newsroom’s status and impact, making it difficult to make strategic decisions.
- Time Constraints: Manual data collection and analysis consume valuable hours that could be spent on other tasks.
- Fragmented Information: Key metrics for each newsroom are often scattered across multiple platforms without a centralized view, making integration and analysis difficult.
- Limited Resources: The lack of internal expertise in data analysis or a budget allocated to these tasks leads to slower analysis, affecting the newsroom’s ability to react quickly and make timely decisions.
Our Solution: A Tailored Data Ecosystem
Datasketch collaborated with TNC to develop a comprehensive analytics platform specifically designed for small newsrooms. The solution goes beyond just a simple tool, like dashboards; we created a complete ecosystem with the features necessary to make data more accessible. This way, newsrooms can use this information to design more effective strategies and improve the way they communicate with their audiences.
The solution includes custom data dashboards for both TNC and its member organizations, with visualizations tailored to the specific needs of each newsroom. It also integrates in real-time with the tools they already use, such as Ghost CMS, Google Analytics 4, and Monkeypod. Additionally, it allows for manual tracking of key metrics for business growth indicators that cannot be automatically captured, and features a role-based access control system, ensuring appropriate data visibility across all organizations.
Why It Matters: Sustaining Local Journalism Through Data
This project represents more than just technology implementation—it’s about strengthening the foundations of local journalism in an increasingly challenging media landscape.
“At Datasketch, we believe that data has the power to transform journalism, especially for small, emerging newsrooms,” explains J.P. Marin Diaz, founder and CEO of Datasketch. “Our partnership with Tiny News Collective is more than just building dashboards—it’s about empowering local journalists with the tools and knowledge to understand their impact and better serve their communities.”
The solution addresses several critical needs: it supports data-driven decision-making for resource-constrained newsrooms, eliminates the time-consuming manual data processing, and ultimately promotes the sustainability of small newsrooms by providing data-driven management tools.
