Press Has to Seize Social Media’s ‘Gutenberg Moment,’ Kramer Says
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Larry Kramer began his tenure as president and publisher of USA Today last year with a bold redesign of the paper and its website. Now his priority is the editorial itself — and making it appealing enough to share in an ecosystem where social media increasingly picks the winners and losers.
“We went to the staff and said, ‘You know, for 30 years you’ve been told to write the same way,'” Mr. Kramer said at the Ad Age Digital Conference in New York on Wednesday. “‘We really want you to have a unique stand on how you write.'”
Now the newspaper is urging reporters to not just write straight news, but to try to offer interesting points of view. And USA Today is planning to add even more personality to the paper in the coming months. (Last fall it hired Michael Wolff, the often-provocative media writer who wrote a column this month calling for NBC Universal CEO Steve Burke to be fired.)
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