Mirror journalists given individual page view targets

Journalists at the Mirror, one of Britain’s leading tabloids, have been given individual targets for the page views their articles must get, according to a report in Press Gazette.

The move at the Reach-owned publication has sparked concerns among some staff about the potential impact on editorial quality and job security, with fears that it could incentivise clickbait headlines and sensationalised content at the expense of in-depth reporting.

Sources at the Mirror have revealed that monthly targets for reporters start at around 250,000 page views and can reach as high as one million for some journalists, depending on their previous performance and subject matter. These targets are reportedly based on previous online performance, and those who fail to meet them will be offered advice and support, but there is no suggestion of disciplinary action.

However, some journalists, particularly those whose roles are currently more focused on print-related tasks, have expressed concerns about their ability to hit these targets when competing against colleagues writing “trending” content based on viral social media trends. They fear that this could lead to a decline in the quality of the newspaper’s journalism.

This is not the first time that the Mirror has faced criticism for its focus on online metrics. In November, long-serving columnists Miriam Stoppard, Paul Routledge, and Polly Vernon were all let go, partly due to their lack of online traffic generation.

Despite these concerns, Mirror editor-in-chief Caroline Waterson has defended the page view targets, stating that they are simply a way to ensure that the newspaper’s stories reach as many people as possible. She emphasised that the Mirror is a “proud tabloid brand” and that it will always be in its ethos to reach a wide audience.

“With that in mind, why shouldn’t we be ambitious for every single story we produce?” she said. “Of course, some stories will reach millions and others a more modest but still solid number. But we should always aim to have as many people reading and remembering a Mirror story whether that be in print or online.”

Waterson also expressed her confidence in the Mirror’s journalists, stating that they have the “nose for great stories that will find an audience and make a difference.”

The increased focus on page views at the Mirror reflects the changing media landscape, where print publications are facing declining sales and increasing pressure to compete with online platforms. The Daily Mirror is losing sales at a rate of around 15% per year, and its website now has a monthly reach of just over 18 million.

However, some insiders fear that this focus on digital targets could further harm the quality of the print edition and hasten its decline. Print currently accounts for 75% of Reach’s revenue, helped by rising cover prices, and it also reaches a different, older audience than the website.

The situation at the Mirror highlights the challenges faced by many traditional media outlets as they try to adapt to the digital age. While online metrics such as page views can be useful indicators of audience engagement, there is a risk that an overemphasis on these metrics could lead to a decline in journalistic standards.