News values are based in part on journalists’ beliefs about the audience, which were, at least in the past, mostly based on journalists’ own imaginations of the actual audience. Now, with web analytics, journalists’ beliefs about the audience can be informed and influenced by a wealth of accessible and quantifiable audience data. Still, journalists must balance audience preferences with their news judgement and the norms that guide their news work. This chapter argues that to maintain editorial autonomy in the face of increasing influence from the audience, journalists might be tweaking their assessment of news values to reflect more of what they know about audience preferences.