Try new stuff! If it doesn’t work, just stop doing it. Then move on and try something else.
That’s what Mackenzie Warren, director of content at Gannett Digital (that’s the digital division of what’s currently the USA’s largest media company), advised a group of Norwegian media executives at the Norwegian Institute of Journalism this week.
Now, let me first point out that Mackenzie Warren has been a journalist since the age of 14. He’s been a photographer, reporter, online editor, managing editor… just about anything you can be in a newsroom. Except that at Gannett, and at Fort Myers News-Press, where he worked before heading up the digital content section at Gannett, they no longer call it a newsroom.
“We’ve done away with the word “newsroom”. There’s no news in a newsroom (desk reporters are often the last to hear of a story). Plus, it’s not news we do – it’s aquiring, processing and distributing information”, he said.
Now, the Gannett publications have more of a control centre where section editors (sports, news etc., not print, online or TV) monitor the competition and also what the readers and viewers are responding to at any time. Continue reading