, Feb. 29 -- There's been a big shift in how journalists consider their audiences in newsrooms. That shift is largely due to audience data - lots of audience data.

Journalists experience almost constant feedback about the content they create. It doesn't matter if they're working online, in television, radio or traditional print. They're delivering to multiple platforms and every day they're exposed to quantitative data - metrics that measure audience behaviour on websites and social media - and qualitative data - such as audience comments on social media.

As one television journalist told us: "You know exactly how far someone scrolls down a page, how many seconds they're spending on a page, what device you're using, we know so much abou...