They developed an "Involvement Index" that mixes

about a dozen indicators measuring visit time, the

number of views to the page and the times it was
shared. An audience survey was also conducted, but
instead of examining editorial opinions of the news,
the researchers asked people questions "about their
lives – their passions, their concerns and their
community."

The main point, according to Tom Rosenstiel, is that

new audiences want "journalism that identifies new
behaviors", of good quality and journalistic reports
that dedicate time, resources and the necessary
talent to delve into a subject. Although business –
and investigative – reporting requires extraordinary
commitment, the reward comes, according to the
study, with greater commitment on the part of
readers (48% above the total involvement
measurement), 83% more visits to the page, 39%
more time spent per article and 103% more sharing
activity.

Long subjects, even in mobile applications

A discovery related to this is that people like long
subjects, even in their mobile applications. Long-
form subjects (defined as around 1,200 words)
resulted in an increase in reader loyalty by 23%, as
well as an increase in page views, shares, and time
spent reading. "People like quality and depth and
will stick with a well-told story," says Tom
Rosenstiel.

But a short subject can also involve, when an

editorial takes the initiative to explore an issue or
look for a new angle on an already worn-out issue.
"By their nature...initiative subjects are unique.
They are subjects that audiences don't find
anywhere," says Rosenstiel. And they are also topics
that engage readers, create more page views and
double shares.

The study also reveals that what does not help to

fuel loyalty is the material that is middle ground –
that goes beyond the reporting of everyday life, but
does not reach a journalism practice of new
behaviors with the supervision of an information
provid