Magazine article The Masthead

Tribune Publishing Seizes Benefits of Technology to Make Connection

Magazine article The Masthead

Tribune Publishing Seizes Benefits of Technology to Make Connection

Article excerpt

We live in an era of constant connection. We cannot walk across the street for a Starbucks latte without checking voice mail. When e-mail goes unanswered for five minutes, we fire up computer messaging software to talk in real time. Instant alert services keep us posted on the news, sports, and weather.

Can newspapers tap into this connection phenomenon? A convention seminar seemed to offer hope newspapers could. At least, that was the expectation forming as NCEW members walked to the Tribune Tower to learn about "Synergy: How to Combine Newspaper, Television, Radio, and Internet Effectively"

The title hinted of ways to use other media available to newspapers to keep readers constantly connected to our content. But, like a blind date, reality doesn't always meet expectations.

What Gerry Kern, Tribune Publishing's vice president for editorial, and Scott Anderson, Tribune Interactive's director of shared content, showed NCEW members that morning was the virtual newsroom the Chicago Tribune had created for its daily newspapers. The Tribune wanted to make the best use of its forty-two hundred journalists, Kern said, by creating a content marketplace, removing barriers of communication between editors and establishing commerce between its newspapers.

The Tribune accomplishes this with an intranet site accessible only to Tribune-owned newspapers. Each posts its daily budget on the site. Editors elsewhere can then decide early on what content they might want to use from an associate newspaper.

Editors can communicate theses stories by posting questions and comments next to any budget item. …

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