Starting in January of this year, we at the Chicago Tribune started to anecdotally see a fairly significant change in our post reach. We weren’t seeing a huge difference in post consumption or daily average reach, but we were just seeing more misses than hits. At the Tribune, we have a fairly stable and predictable audience. We had around a half million fans at the end of March and have seen slow but steady growth in the last year. Most Facebook posts fell into the 25,000 to 50,000 reach range — with a few big successes and few spectacular failures each day, usually based on the quality of the content or the quality and creativity of the share.
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