ABSTRACT
This chapter is based on an exhaustive literature review of previous research into the application of web analytics to journalistic practice and on an analysis of the digital media’s news agenda. It also offers a review of the current Spanish digital media context and the effort made by newspapers to consolidate a subscription model. The importance of the criteria to be followed in the management of data in the framework of the effort to strengthen the online business model of the news media is addressed. A strategy prioritising growth in subscriber numbers will place more value on indicators related to the quality of the content, while a strategy based mainly on advertising will focus primarily on indicators related to audience growth.
