Toolkitcraftbase

Church End · Hertfordshire · United Kingdom

The quarter, drawn so conference can argue about the journalism.

Toolkitcraftbase sits with the files a masthead already keeps — CMS extracts, newsletter sends, BARB, RAJAR, PAMCo — and returns charts and a short written pack on how readers, listeners, and viewers used the work.

Quarterly content performance reports from £4,800 Write with the title and the quarter
Folded broadsheet newspapers stacked on a table
We chart what a title already measures. We do not install screens in the newsroom.

In the room

Tuesday, 10:15, before the list is locked

A regional daily can recite last week’s page views and still disagree about whether the civic live blog earned its staff. A magazine can quote PAMCo at a sales lunch and still not know whether the Saturday essay brought anyone back on Sunday. Mixed newsrooms add BARB overnight numbers to a recap article’s completions and call the blend “the audience.”

We prepare media audience engagement and content performance reporting as paper and PDF, sized for a projector that has seen better days. The claim sits in the chart title. The crib sheet names the five pieces that held returning readers and the slots that leaked them. The argument that follows belongs to the editor.

Flagship commission

Content performance report

One named title or programme strand, one UK quarter, twelve to eighteen original charts, an eight-to-twelve page brief, and a walkthrough with the commissioning editor. Harriet Keene reads the files; Owen Mallory draws; Priya Chandran joins for radio and podcasts.

We work from exports you already hold. We will not invent dwell time you never captured, and we will not average print readers with website counts on a single axis.

Read the full commission

Hand-drawn line chart on graph paper

Also commissioned

Reviews, briefings, and specials

Person reading a broadsheet newspaper at a café table

Two-week diagnostic

Audience engagement review

A concentrated reading of how a title is being used: who arrives, who stays for the second piece, who opens the newsletter, and where the audience thins out.

How this runs

Editorial meeting around a table with notebooks and coffee

Half-day in the room

Newsroom briefing

An in-person session that walks a conference through the last pack of charts so the argument is about the journalism, not about how to read a slide.

How this runs

From the journal

Notes for people who already sit with figures

BARB beside the CMS, dwell time without a moral score, and what to export before a pack is commissioned.