In December 2023, INMA and Google News Initiative (GNI) awarded their fourth annual Elevate Scholarship to 50 news media professionals from 31 countries. This series features these impressive media professionals who are shaping our industry.

Starting with his early days as a reporter for a local weekly newspaper chain, Anthony Bottan has found a path to success while carving out a niche for himself in the field of journalism.

His journey has seen him ascend the ranks from reporter to digital editor for a daily local news site to his current position as director of newsroom metrics at Newsday in the United States.

Anthony plays a pivotal role in operations, diving deep into subscription metrics for each topic desk to identify content that drives subscriptions and retains current subscribers. His expertise helps each desk showcase its content on the most engaged platforms, such as app alerts, newsletters, and search engines.

“My job is to help desks drive subs and teach them the best ways to reach our audiences,” he said.

As metrics director, Anthony stands at the intersection of the newsroom, product, and audience teams. He sifts through mountains of data, tracking how coverage performs across print and digital platforms. His ability to translate raw data into quick, easy-to-understand takeaways motivates staffers to shift their mindset, grow their reach, and potentially change their habits.

Although he is a skilled digital/product staffer, Anthony is also a journalist. His leadership qualities are evident in his daily work: He listens, compromises, collaborates, and works hard to be the expert in his role.

As his responsibilities increase, Anthony said he is looking forward to the expanded knowledge and skills that come with additional demands.

“I’d love to learn more about our subscription channels (e-mail, paywall, different modules), A/B testing models, how to test what keeps our valued customers, and learn about all the other revenue channels outside the newsroom.”

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