AUDIENCE & ANALYTICS FOR NEWS LEADERS
Empower Your Newsroom with Audience Understanding and Strategic Insight
Understanding your audience is key to sustaining meaningful journalism. This course helps you use data not just to track clicks, but to build trust, loyalty, and lasting connections. You’ll learn how to interpret metrics responsibly, segment audiences, and apply insights that strengthen both editorial choices and newsroom strategy. By the end of this course, you'll have a clear understanding of data, its uses, and limitations.
At a Glance
- Modality: Online with weekly real-time meetings
- Timeframe to Complete: Six weeks
- Price: $2,000 (or purchase the whole program of 6 courses for $10,000)
- Awarded Upon Completion: Digital certificate for sharing on LinkedIn
Spring 2026 Registration
Course Dates: TBD
Weekly Zoom Meetings: TBD
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Course Outcomes
The curriculum in this course is focused on:
- Interpreting audience data to inform editorial and product strategies.
- Building engagement and loyalty through reader-first journalism.
- Using metrics responsibly without sacrificing editorial integrity.
- Segmenting audiences to better tailor content and platform delivery.
Who Should Enroll
This course was designed for:
- Early-career newsroom managers looking to build confidence and sharpen their leadership, strategy, and innovation skills.
- Professionals in non-editorial roles at media organizations who want a deeper understanding of newsroom operations and journalistic practices.
- Aspiring media entrepreneurs preparing to launch their own journalism ventures or independent platforms.
Meet the Instructor: Amanda Zamora
Amanda Zamora is the founder and principal of Agencia Media LLC, a consultancy that partners with organizations to drive narrative change and civic engagement. Prior to this role, she was the founder and publisher of The 19th, a national nonprofit newsroom covering gender, politics, and policy. Amanda has over 20 years of experience as a journalist and editor.
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Contact Us
Do you have a question about this course?
Email Us: newsroom-leadership@austin.utexas.edu