Case Study: The Times drives editorial strategy with audience insight from OpenWeb

Driving Editorial Strategy With Audience Insight

The Times, one of Britain’s oldest and most influential newspapers, wanted a clearer view of how engaged its readers still were with Brexit four years after the UK’s withdrawal from the EU. To better understand audience interest and perspective on this divisive topic, the newspaper turned to OpenWeb’s Business Intelligence (BI) service for help analyzing community activity.

OpenWeb BI ran a custom project tracking Brexit discourse month by month in 2023, analyzing more than 5.7 million comments containing the term “Brexit.” The results showed that Brexit remained highly discussed among The Times readers, with the term used over 100,000 times in 2023—about 8,000 times a month and nearly 300 times a day—making it 70% more frequent than “Sunak,” 33% more than “NHS,” and 27% more than “health.”

The Times

Peter Jackson

Reader Comment Editor