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QUARTZ
How to integrate audience into every work flow
Dissecting engagement
March 30, 2015
S. Mitra Kalita, outgoing execu...
The rules
1. Engagement is not a separate function in a
newsroom
2. The internet expects interaction
3. Sometimes, engagem...
Your inbox is a goldmine
Behold,
traffic gold
The story
Cede the floor
to your readers
The story
About those conversations..
They can get nasty…
They happen elsewhere
QUARTZ strategy
- Accept the role of other platforms
- Join/stoke/moderate the conversations (yes,
it can feel like client...
How it
works
Among our most annotated pieces
yet...
- Modi is the gift that keeps giving
Figure out who your most engaged readers
are -- and meet them
- Quartz India readers spent six times with us
compared to a...
Now the hard part: Cultural shifts in
newsrooms
- Think shareability and audience at outset of
story
- Reporters need to j...
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S. Mitra Kalita, Quartz: How to integrate audience into every workflow

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[image|position::right]S. Mitra Kalita is the incoming managing editor at the Los Angeles Times. She was previously executive editor for Quartz and served as the site's founding ideas editor. At the Wall Street Journal, she oversaw coverage of the Great Recession, launched a local news section for New York City and reported on the housing crisis as a senior writer. She also launched Mint, a business paper in New Delhi, and has previously worked for the Washington Post, Newsday and the Associated Press. She is the author of three books related to migration and globalization, (notably "Suburban Sahibs: Three immigrant families and their passage from India to America") and has studied seven languages (but only speaks four of them half decently). She has taught journalism at St. John's, UMass-Amherst, and Columbia Jschool, and previously served as president of the South Asian Journalists Association. She is at work on a book about school choice through the Spencer Fellowship. Born in Brooklyn, Mitra was raised in Long Island, Puerto Rico and New Jersey—with regular trips to her grandparents’ villages in Assam, India. She lives (and eats) in the Jackson Heights neighborhood of New York City, along with her artist husband, two daughters and one mutt. She tweets @mitrakalita and her website is www.mitrakalita.com.

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S. Mitra Kalita, Quartz: How to integrate audience into every workflow

  1. 1. QUARTZ How to integrate audience into every work flow Dissecting engagement March 30, 2015 S. Mitra Kalita, outgoing executive editor, Quartz incoming managing editor, Los Angeles Times @mitrakalita * mitra@latimes.com
  2. 2. The rules 1. Engagement is not a separate function in a newsroom 2. The internet expects interaction 3. Sometimes, engagement IS the content 4. The conversation is probably NOT happening on your page. Go meet your readers. 5. Journalists are members of a community too.
  3. 3. Your inbox is a goldmine
  4. 4. Behold, traffic gold The story
  5. 5. Cede the floor to your readers The story
  6. 6. About those conversations.. They can get nasty… They happen elsewhere
  7. 7. QUARTZ strategy - Accept the role of other platforms - Join/stoke/moderate the conversations (yes, it can feel like client services but that is opportunity on social; embrace it) - Innovate what you can offer that others can’t. Enter ANNOTATIONS
  8. 8. How it works
  9. 9. Among our most annotated pieces yet... - Modi is the gift that keeps giving
  10. 10. Figure out who your most engaged readers are -- and meet them - Quartz India readers spent six times with us compared to average reader - And our inbox always busted with comments - Plan ahead to include them - Multiple pieces of content might result
  11. 11. Now the hard part: Cultural shifts in newsrooms - Think shareability and audience at outset of story - Reporters need to jump in; no more guise of objectivity; distance doesn’t work online - Don’t discount email - FINALLY: Machines don’t commit journalism. Humans do.

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