"Armstrong's talents in optimizing Cityside's journalism to best serve its diverse communities, and her expertise in search engine optimization, audience data analysis, social media, and newsletters, have helped build a large and highly engaged audience. More than 600,000 people visit Cityside's sites every month, and our newsletters routinely achieve open rates that exceed 50% with some as high as 60%-80%. Cityside's social media accounts have more than 147,000 followers."
"Alejandra Armstrong, Cityside's audience engagement editor, is responsible for ensuring that the journalism from Cityside's four newsrooms Berkeleyside, Oaklandside, Richmondside and East Bay Nosh is published with readers front of mind. Long before a reporter begins reporting, Armstrong makes sure they have addressed the fundamental questions: Why are we doing this? Who is it for? How will it help them? What is the best way to convey this information?"
Alejandra Armstrong serves as Cityside's audience engagement editor, overseeing readership-focused publication across Berkeleyside, Oaklandside, Richmondside, and East Bay Nosh. She ensures reporters address fundamental questions before reporting: why the piece matters, who it serves, how it helps, and how best to convey information. Her expertise in search engine optimization, audience data analysis, social media, and newsletters has built a large, highly engaged audience. More than 600,000 people visit Cityside sites monthly, and newsletters routinely exceed 50% open rates, with some reaching 60–80%. Cityside's social accounts have over 147,000 followers. Armstrong received the Northern California SPJ Unsung Hero award for 2025, and Oaklandside won an Excellence in Journalism award for a story published by Berkeleyside.
Read at www.berkeleyside.org
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