Here’s an idea to steal and adapt: If you want to build trust with your readers, you need to let them see you as more than a two-dimensional byline. The Des Moines Register created an entertainment/lifestyle newsletter — authored by a rotation of staffers, filled with personality and authenticity and focused on the things that bring joy — to help bridge the divide between newsroom and reader.
Q: What problem were you trying to solve, and why was solving the problem strategically important for your organization?
A: For more than a century, the Des Moines Register has prided itself on being “The News Iowa Depends Upon.”
But in the age of Twitter, TikTok and too little time, what can our newsroom do to evolve into the modern version of the paper’s longtime mantra? How can we truly be depended upon?
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