New Reader Index reveals discrepancies between content production and consumer preferences


Too many articles about sports and too few about family and parenting. This ratio might be evened out by a change in how publishers write. These are some of the conclusions from a new European Reader Index published by the Swedish media tech company Strossle.

During 2017, Strossle has analyzed 924,511 published articles from European media outlets to observe potential discrepancies between subjects that media outlets choose to cover and subjects that readers choose to digest. The study is based on data from Strossle’s technology platform, currently used by approximately 1,500 publishers in 11 European countries. The scope of the material is what makes the study unique. Analyzed articles were published between March and September 2017.

According to the Reader Index, Family & Parenting, Style & Fashion, Health & Fitness, Arts & Entertainment, and News are the five most under-produced subjects. Based on readers’ interest, about twice as many articles could be written about Family & Parenting. On the other hand, topics such as Education, Religion & Spirituality, Business, Sports, and Shopping are over-represented in media. The share of articles about Sports is 2.25 higher than the readers’ share.

People like to read wider range of perspectives

“Many readers complain about the amount of sports news in the papers. But maybe the interest in sports related news would increase if media incorporated a wider range of perspectives”, says Rickard Lawson, Head of Publisher Relations at Strossle. According to Strossle, the conclusion above may apply also to other areas. Newspapers ignoring different perspectives and criteria, such as gender, ethnicity or social class, suffer from shrinking audiences. Over- and under-production do not necessarily mean that more or less should be written about a certain subject.

“Instead, journalists and editorial staffs could focus on how they cover the subjects and broaden the target groups. “We hope this report can fuel a healthy discussion about editorial priorities in the European media landscape”, says Rickard Lawson.


Strossle is a media tech company that helps publishers and advertisers to increase the consumption and monetization of digital content. At the core is a platform, developed by Strossle, that uses algorithms and data to recommend the right content and ads to the right users. The vision is to give all publishers access to the same reach and data as the social platforms have, and contribute to a successful media landscape. Strossle’s revenues are primarily generated from sponsored content. The company, founded in 2013, cooperates with 1,500 sites and 500 advertisers across Europe.

For further information, please contact:
Kimmo Vihanto, CEO Strossle Finland Oy
Puh: +358 50 550 3661
Email: kimmo.vihanto(a)

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