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Many professional journalists and journalism scholars consider the increasing attention paid to audiences as one of the causes of the gradual loss of journalistic quality. They reason if ratings, circulation figures, hits and shares determine the content of journalism, the core values of journalism become jeopardized. This article argues how and why studies of journalistic quality should take the actual readers, listeners and viewers of journalistic texts seriously. It reports on a different kind of research for measuring the public’s news interests and preferences; one that concentrates on value – what makes journalism precious for people and how news organizations can provide this. By zooming in on the professionals’ and public’s experience of quality information instead of their views on the topic, the article shows how pleasing the audience might be compatible with producing excellent journalism.

This article problematizes the relationship between clicks and audience interests. Clicking patterns are often seen as evidence that news users are mostly interested in junk news, leading to concerns about the state of journalism and the implications for society. Asking and observing how 56 users actually browse news and what clicking and not clicking mean to them, we identified 30 distinct considerations for (not) clicking and classified them into three categories: cognitive, affective and pragmatic. The results suggest, first, that interest is too crude a term to account for the variety of people’s considerations for (not) clicking. Second, even if one aims for roughly estimating people’s news interests, clicks are a flawed instrument because a lack of clicking does not measure people’s lack of interest in news. Third, taking users’ browsing patterns seriously could help bridge the gap between what people need as citizens and what they actually consume. Finally, we argue that all metrics should be critically assessed from a user perspective rather than taken at face value.

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