You get what you measure.

Count the number of bylines a newspaper reporter produces, and you'll likely get more bylines. Track page views closely, and your newsroom will be far more attune to what is driving page views and how to get more of them.

What a news organization includes in the set of metrics that leadership and staff monitor regularly can have some unintended consequences. Distraction from things that are more important, if nothing else. Google Analytics can measure a lot of different things, and there's a temptation to include as many ways of measuring audience as one can cram into a spreadsheet. In the process, staff can get hung up on measuring changes in process instead of changes in outcomes.

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The Post and Courier of Charleston, S.C., is getting into the horse racing business, acquiring the ownership rights to Steeplechase of Charleston.

P.J. Browning, publisher of The Post and Courier, said at a Thursday announcement at The Dewberry that acquiring the event helps the media company to diversify its portfolio and invest in its community.

"It makes good business sense for all of us here to pay attention to the ways in which Charleston residents and visitors alike embrace our unique events," Browning said. "Thousands of people attend festivals around town each year, and there's every reason that this can and should happen with Steeplechase."

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