The woeful gender gap in news organisations has been well documented recently, so you can only imagine how that picture looks for women in technology positions at news orgs. Take The New York Times: three years ago when the company had a vacancy for its CTO job, how many women were interviewed? Zippo.

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As publishers, "all of the important numbers that we look at are basically proxies for engagement,” said Michael Golden, WAN-IFRA President and former Vice Chairman of The New York Times, during the opening of WAN-IFRA's 48th World Publishing Expo and Digital Content Expo on Tuesday in Berlin.

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With a wealth of data on users’ behaviours and habits at their fingertips, news publishers may well be tempted to allow all decisions to be dictated by numbers. At Danish tabloid Ekstra Bladet, however, the final calls will always lie with journalists and editors, despite data affecting every aspect of the organisation.

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For Dheerja Kaur, Head of Product and Design at theSkimm, the keyword is relatability, the degree to which the target audience can relate to a publication's content and editorial tone. The more closely users identify with the product, she says, the more likely they are to integrate the publication into their daily lives – enabling the publisher to monetize it.

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