"In the newsroom of AFL.com.au — the brand-new news service of the Australian Football League at Docklands that has quietly become Australian sport’s digital market leader and already employs more journalists than Channel Ten — an electronic scoreboard refreshed every 15 minutes charts unique browser numbers over the preceding 24 hours for individual stories. “It’s very new school,” agrees head of content Matthew Pinkney. “As a journalist, I’m guided by my intuition; I’m wary of statistics. But the management here, who are very smart business people, are very stats-driven and want to make editorial decisions based on metrics. That’s a reality today."