Digiday reporting:
The New York Times’ Innovation Report
pointed out the need for audience-development specialists to get Times
content in front of more readers. While the Times called for a new,
cross-departmental approach to this function, other news outlets have
already been putting more muscle behind the role.
In the past four years, The Washington Post two-person search-traffic
team morphed into a nine-member staff that also oversees a new
breaking-news desk. Slate hired its first director of traffic and social
media strategy a few years ago, Katherine Goldstein, now editor of
Vanity Fair’s site, VF.com, which it has grown to a three-person team. Time Inc.’s Time and Entertainment Weekly have added audience development czars (and czarinas) in their newsrooms as well.
The Times itself is starting to apply the recommendations from its
own report. Last week, it named Alex MacCallum assistant managing editor
to be in charge of “expanding The Times’s audience and deepening its
engagement with Times journalism.” Executive editor Dean Baquet and
editorial page editor Andrew Rosenthal, to whom she’ll report, said in a
memo that she’ll build a team using search, social and other strategies
to grow audience..
http://digiday.com/publishers/meet-audience-development-czars/
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