The role of an editor-in-chief is commonly known to most as the leader who oversees, edits, and publishes content. While that is true, much of this role involves something less simple: analyzing viewership and understanding what the audience actually consumes; at least, that is one of my responsibilities here at The Skyline View. 

With access to site analytics I have made it my goal to not only to produce content consistently across all sections, but also to understand how we reflect the interests and values of our community. 

This understanding, however, has made me cross a tension in today’s media that many journalists face: what readers click on isn’t always what writers value most. Analytics provide a clear sense of what the audience consumes, but they also expose the frustrating truth that the stories we invest the most effort in aren’t always the ones people engage with. 

For example, I wrote an article on Cañada defeating Skyline men’s soccer in a game that ended one season and elevated another, both within our district. I put together an Instagram post with multiple photos, a player quote, and game analysis. 

Despite the work and the significance of the story, it earned 12 likes. Meanwhile, a quick repost of a Google Alert about a minor local earthquake earned more than twice that engagement. It’s hard not to feel conflicted. 

On one hand, the audience is simply showing an interest in short, digestible content. Social media has caused many people to skim headlines and engage with stories that are quick, visually appealing, and sometimes, lighter in substance. 

On the other hand, as a journalist I want to see meaningful reporting rewarded, not overlooked in favor of convenience.

This tension reflects a larger reality in modern media. Audiences’ habits are shaped by entertainment, and competing distractions. 

As a publication, we can only guide and inform, not dictate consumption. While it can be frustrating to see carefully researched, community focused stories underperform, we must remember our role: to provide accurate, relevant, and impactful information — not generate content just for more clicks.

In the end, as editor-in-chief, I have used these analytics to gain an understanding of our audience; I simply acknowledge how social media has affected the audience’s consumption, and focus on continuing to uphold journalistic standards in a world where entertainment often overshadows substance.

It’s a lesson in humility and perspective, one journalists navigating this digital age, must learn.