Distribution and revenue

Distribution and revenue work best when they are considered as part of the edition, not added after the newsroom has finished. The same story may have a different role on the front page, in an app, in a short video and on a partner surface.

Choose the right destination

Start from the story’s purpose. Breaking information may need prominence on the site and a carefully governed notification. An explainer may be more useful as an enduring link from related coverage. Social and video formats need their own editorial review; they should not be treated as automatic copies of an article.

Protect the reading experience

Keep the distinction between editorial and commercial content clear. Review placements after changes to templates, advertising configuration or high-impact campaigns. Readers should be able to identify the publisher, find the article and continue reading without confusing or intrusive interruptions.

Measure, then discuss

Use agreed performance reporting to understand where readers arrive and what they continue to read. Avoid making editorial decisions from a single metric. Compare data with the newsroom’s mission, local relevance and the value of sustained reader trust.