Defining the benefits of impact measurement in journalism can seem elusive, but an effective impact strategy drives concrete results not only in the newsroom but across other parts of a media organiza...
Sophie Zeldin-O'Neill
Sophie Zeldin-O'Neill is the Guardian's deputy editor for reader revenues, and has spent the last six years helping to develop the publication's highly successful and pioneering reader revenue model. Working closely with news desk editors, marketing experts and data analysts, she has been part of the small team who have worked to deepen reader engagement and loyalty, transforming over a million readers around the world into paying Guardian supporters and building a community which is growing every day. Prior to this, Sophie helped to evolve the Guardian's award-winning app, introducing a mobile-first approach to the publication's digital output. She also spent three years as a subeditor on the night team, a job which she says showed her the power of quality journalism and high-calibre coffee.
