Publishers like Gannett are using micro-surveys to amass audience data

In the race to collect first-party data, publishers are considering every option, including recycling audience engagement tactics like surveying. Only now, the name of the game is getting as many people as possible to answer questions with as little friction as possible.

For Gannett, the publisher of USA Today and 230-plus local news sites, this strategy is coming in the form of its new Pulse product, which launched in January and integrates three-question surveys in the body of articles that readers are prompted to answer as they scroll down the page.

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