Last year we were tasked with doubling the number of click-throughs to external sites from the BBC News website by 2013, as part of the BBC's Strategy Review
Having asked for the figures from our research team for my presentation, it was great to hear that we appear to be well on track to achieve the goal set for us.
Looking back at the third quarter of 2010, we had an average of around 2.9m external click-throughs per month from UK users. That period - last year's July, August & September - was around the time of the redesign of the News website. That meant, among other changes, that the 'From other news sites' and 'Related internet links' sections moved from the right-hand side to the bottom of news stories. And we have also been doing more linking to external sources from within the text of story pages.
The figures for the third quarter of this year show that all this has had an effect, and it looks as though we've been getting something right. The monthly average is now around 6.1m click-throughs i.e. more than double what it was last year. One caveat is that there have been some big news stories over this period, including the August riots, Norway shootings and Amy Winehouse's death. Another caveat is that we are using a different method to measure the figures now, so whilst the comparison should be pretty accurate, there's a small margin for error.
It's interesting too when looking at the figures, to see where the traffic goes - who are we linking to? Around one-third goes to other news sites via 'Moreover' - the technology behind the 'From Other News Sites' box which is included on many BBC News stories. The top destinations for external click-throughs in any month depends largely on what the top stories are for that period, for example in February this year there was news of the street-level crime maps being published (www.police.uk
) , ITV footage of an elderly lady confronting armed robbers (www.itv.com
) and stories about tickets for the Olympics in 2012 (www.london2012.com
). Those sites all showed up high in our list of onward referrals.
And just to be clear, it’s not that we don’t want you to stay with us - we do, of course . There’s lots of great content around the BBC site, we're proud of it and want you to explore it, but helping you to find relevant and useful information , whether on other news sites or from non-news sources, is also a key part of what we should be doing as a news provider. From this latest snapshot of where we are with external linking it does look as though we are getting better at doing that, but there’s always room to do more, so if you have ideas on this, let us know.
Update, 10:49: Tuesday 11 October: Thanks for all the comments on this post, I wanted to reply to a few of them briefly:
: No reciprocal agreements, we are assuming that by and large if we provide a good link, people will come back – at some stage.
: You are quite right: The link should be www.police.uk
to get the postcode search for local crime maps and data. Sorry about that.
: Yes, point taken. We are acutely aware of the benefit and value of linking to source reports, and will continue to aim to do this whenever we can. There are sometimes practical issues which make this difficult such as when the report is under embargo at time of writing, or there is a paywall. But in principle I quite agree it is the right thing to do.
: Very glad you have found the site useful and informative.
: I don’t have a reply to hand on your South America query, but if you get in touch I can seek one.
Eddy from Waring
: Yes – quantity is a crude measure, but it is a start. Relevance and quality are clearly key. We measure clickthroughs, so the fact that someone has followed a link does at least imply some value.
: I have passed your correction on to WHYS.
: On the reasons for the linking targets – there’s more here
and in the link from that post to the Mark Thompson Strategy Review document.
The BBC has become accustomed over many years to relentless criticism from the Iranian authorities. Often the verbal claims made by the Iranian government and media are so exaggerated that we ignore them and rely on the good sense of our audiences in Iran and around the world to discount their wilder statements.
However recent direct actions against the BBC by Iran cannot be ignored.
We are seeing the levels of intimidation and bullying as well as attempts to interfere with our independence reaching new levels - particularly since a documentary about the supreme leader Ayatollah Khamenei was aired.
In recent weeks the jamming by the Iranians of international Persian language TV stations, such as BBC Persian TV and the Voice of America's Persian News Network has intensified.
The jamming prevents Iranian audiences viewing a vital free service of information. In the past week alone, hundreds of Iranian viewers have sent emails and used social media sites such as Facebook and Twitter to reach out to us.
They tell us how much they value us as a source of reliable independent news, ask us to persevere and to look for other - not prone to interference - ways of broadcasting BBC Persian TV.
Iran is a member of the United Nations body the International Telecommunication Union (ITU); as such the Iranian government is a signatory to international communications treaties that are designed to allow the free exchange of information and data, for the benefit of all.
The BBC and other international broadcasters have called on governments and international regulatory bodies to put maximum pressure on Iran to desist in this flagrant censorship.
The second category of direct action by Iran is aimed not at our audience but the BBC's own staff. Many of our Iranian employees who live in London are fearful to return to their country because of the regime's attacks on the BBC. But although those journalists are beyond the direct reach of their government they are now subject to a new underhand tactic.
Iranian police and officials have been arresting, questioning and intimidating the relatives of BBC staff. We believe that the relatives and friends of around 10 BBC staff have been treated this way.
Passports have been confiscated, homes searched and threats made. The relatives have been told to tell the BBC staff to stop appearing on air, to return to Iran, or to secretly provide information on the BBC to the Iranian authorities.
Six independent documentary makers whose films have appeared on BBC Persian TV have also been arrested in Iran. Although these film-makers have never been employed or commissioned by the BBC, they are paying the price for an indirect connection to the BBC.
These actions and threats against the BBC have been accompanied by a dramatic increase in anti-BBC rhetoric. Iranian officials have claimed that BBC staff are employees of MI6, that named staff have been involved in crimes, including sexual crimes, and that BBC Persian is inciting designated terror groups to attack Iran.
Whilst these claims are clearly absurd, the intensity of language magnifies the fears of BBC staff for their family and friends back in Iran. Given the vulnerability of those family members we have thought hard about drawing attention to this harassment. But this public statement has the full support of all staff whose families have been intimidated.
Our Iranian journalists have made their own decisions to work for the BBC, which they knew might cause hostility from their own government. But their families are innocent bystanders and it is outrageous that they should also be victimised.
This issue is wider than the BBC and is behaviour that all people who believe in free and independent media should be concerned about.
The BBC calls on the Iranian government to repudiate the actions of its officials. And we request the British and other governments take all necessary means to deter the Iranian government from all these attempts to undermine free media.
Peter Horrocks is director, BBC Global News.
How and why would you interview a key leader of one of Afghanistan's most feared anti-Western militant groups?
The Haqqani network has been blamed for a series of recent deadly attacks in its home country.
But the people at the head of such networks do not tend readily to put themselves forward for questioning by established media organisations.
The BBC had been pursuing an interview with the Taliban-affiliated Haqqani network for some months.
Then, last Sunday, a BBC Pashto reporter in the Khost province of Afghanistan, was approached by an envoy of Siraj Haqqani - the son of Jalaluddin, the group's founder, who has a key role in the network's operations.
There followed a series of phone calls between Emal Pasarly, of the BBC Afghan service, and senior BBC editors. Here Emal describes what happened next:
Some of the decisions were simple enough - clearly the BBC couldn't really allow one of its reporters to travel to an undisclosed location, probably somewhere in North Waziristan.
On safety grounds alone it wasn't on.
Siraj Haqqani, a rising star in the second generation of Taliban leaders, is one of the most wanted persons in that part of the world.
One of his brothers was said to have been killed in a US drone attack, and pressure on the Haqqani network had been mounting, particularly after the attack on the US embassy in Kabul and the killing of the peace envoy Burhanuddin Rabbani.
In both, the Haqqani network was mentioned as the most probable perpetrators.
Siraj Haqqani tends to avoid media spotlight. He has granted very few interviews, and photographic images of him are rare. He avoids communication via telephone and instead addresses his supporters through audio recordings. The latter later proved to be a great help to us.
One option discussed for the interview was sending questions through intermediaries in the hope of getting the answers. In principle, it could work, but there was one problem - verification.
We knew technology would be of help. A list of questions was passed to the Haqqani representatives and a request to record the answers on video.
After five days a memory stick arrived - delivered through a network of various people to BBC colleagues in the Khost province. But when it was plugged into a computer there was no video. Instead, there was a voice - in a broadcast-quality audio recording.
The voice answered the BBC's questions, although the responses appeared to be scripted - at least that's how it sounded.
Was it really Siraj Haqqani?
We set about trying to verify the recording, asking residents of Khost, who had in the past heard Siraj Haqqani, to listen to it. It took three days of painstaking work. Eventually we got the confirmation that the audio recordings were him. We then compared the voice to that on audio tapes we had of him. We were convinced it was a match. We were ready to roll.
Liliane Landor is languages controller of BBC Global News.
Welcome to The Editors, a site where we, editors from across BBC News, will share our dilemmas and issues. Here are tips on taking part
, but to join in, all you need do is add a comment.
You can stay up to date with The Editors via these feeds.
Thousands of jobs to go as BBC shrinks.
Mark Thompson, the director general of the BBC, defends investigative journalism.
BBC Trust meets to consider Delivering Quality First cost-cutting proposals.
Half of BBC cuts will come from programme and content budgets.
BBC veteran Robert Robinson dies after long illness.
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