Tracie Powell is the founder of AllDigitocracy.org, which is focused on the media and its impact on diverse communities. During her fellowship, Powell spent time researching how techniques used in online advertising to reach specific customers could be used by newsrooms to reach specific news consumers and to grow audience. She talked with experts to learn how ad servers work in tracking the behavior of online users, which allows advertisers and marketers to sell products to these potential customers. She also explored how this approach could be applied in newsrooms — allowing editors to match stories to new users based on tracking their behavior across websites and platforms.
How can newsrooms make better use of data to grow audience, particularly among increasingly diverse markets?
Posts by Tracie
The problem inside many news organizations is that they are so hyper-focused on trying to figure out who their existing users are that they totally ignore potential users.
Niche media geared to under-covered minority groups, such as Rebel Latinos and Black Twitter, are filling the gap left by mainstream media. Journalists discuss their role and their future.
Tracie Powell is the founder and editor of All Digitocracy, which focuses on technology, media and policy. She also writes regularly for the Columbia Journalism Review. Her early career involved reporting and editing jobs at The Augusta Chronicle, The Austin American-Statesman and BlackAmericaWeb.com not to mention ad sales and circulation management as a Knight-Ridder Newspapers management trainee. Tracie launched Eclipse, a regional magazine and companion online publication in Dallas, Texas in 2004. Two years later she earned a journalism and public policy fellowship at The Ohio State University and then a fellowship on Capitol Hill, on the House Judiciary Committee. She earned a law degree from Georgetown University Law Center and clerked for the U.S. Department of Justice. Having developed some expertise in media policy and regulatory issues that she thought journalists should be aware of, Tracie began writing for the Poynter Institute, CJR, and later launched All Digitocracy. Her work and byline also regularly appeared in other publications including The Washington Post, Newsweek and People magazines.