Andrew Morse, CEO of The Atlanta Journal-Constitution and former digital chief of CNN, shares insights from his extensive media career. He discusses the unceremonious cancellation of CNN+ and what it reveals about challenges in the news landscape. Morse also reflects on his clashes with CNN's leadership and the necessity for a direct-to-consumer model. He emphasizes revitalizing local journalism by investing in quality content and technology to engage diverse audiences, all while navigating the complexities of today’s media environment.
The Atlanta Journal-Constitution is leveraging successful digital strategies from larger outlets like the New York Times to enhance local journalism's relevance.
Strong leadership and collaboration between business and editorial functions are essential for adapting to the rapidly changing media landscape.
Deep dives
The Importance of Local Journalism in a Digital Era
Local journalism has shifted in significance, with many traditional outlets struggling to maintain relevance amid a competitive national media landscape. The focus for successful local journalism lies in understanding and addressing the unique needs of a community, leveraging strengths like local politics, culture, and significant events to engage broader audiences. The Atlanta Journal-Constitution aims to serve as an essential resource for its local and regional readership, recognizing that Atlanta's influence extends well beyond its city limits due to its cultural and political relevance. By addressing the needs of diverse communities, local journalism can thrive even as larger outlets dominate the digital space.
Adapting Successful Strategies from Major News Outlets
The Atlanta Journal-Constitution has adopted a strategy inspired by successful models like the New York Times, emphasizing an immersive approach to journalism and content delivery that resonates with readers. This involves recognizing its core audience's interests in local politics and cultural themes, and developing specialized platforms like UATL to capture the essence of Atlanta’s vibrant Black community. By focusing on distinctive content and robust product development, AJC not only aims to deliver quality local news but also seeks to build a sustainable subscription model, countering the industry's prevailing doom-and-gloom narrative. This strategic adaptation highlights the potential for local news to flourish through innovation and targeted audience engagement.
Navigating the Challenges of Modern News Leadership
Leadership in contemporary journalism demands a multifaceted approach where the challenges of product, business, and journalism interact harmoniously. The need for leaders to bridge the divide between business and editorial functions has become more pressing, as organizations must align their visions to adapt to the evolving media landscape. The Atlanta Journal-Constitution’s leadership recognizes this by prioritizing the cultivation of a culture that fosters collaboration among various departments, focusing on delivery and communication that fine-tunes their operational strategies. This holistic management style is essential for overcoming inertia within traditional media organizations and ensuring they remain relevant amid fierce competition.
Building Valuable Relationships with Readers
Creating direct relationships with readers is crucial for establishing sustainable business models in journalism today. The AJC focuses on delivering value through unique, high-quality content that resonates deeply with its audience, thus justifying their willingness to subscribe and engage with the publication. This strategy involves understanding and expanding the audience's particular interests, such as local politics and cultural events, thereby enhancing customer loyalty and satisfaction. By viewing its readers as community partners, not just consumers, the Atlanta Journal-Constitution aims to solidify its place within the broader media landscape while showcasing the impact of dedicated local reporting.
Former top CNN executive Andrew Morse joins Dylan to discuss his new career as C.E.O. of The Atlanta Journal-Constitution, where he’s applying the old NYT digital innovation playbook at the local level. Then they dig into his clashes with David Zaslav and Chris Licht, the unceremonious cancellation of CNN+, and the troubles afflicting the media landscape writ large.