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Kendrick-Holmes: Two cities, two papers, two websites; how the News & Record and Journal work together
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A Lee Enterprises, Incorporated newspaper. Majority shareholder: David Hoffmann, Hoffmann Media Group.
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From the editor
Kendrick-Holmes: Two cities, two papers, two websites; how the News & Record and Journal work together
- Dimon Kendrick-Holmes
- Feb 4, 2024
- Feb 4, 2024
- 0
The News & Record’s office at 3001 S. Elm-Eugene Street in Greensboro.
News & Record file
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Sometimes people ask me whether the News & Record is going to merge with the Winston-Salem Journal, or already has.
I assume that’s because they see bylines in the N&R from reporters they know to be based in Winston-Salem, such as Richard Craver, Scott Sexton and Michael Hastings.
Those bylines used to identify them as Winston-Salem Journal reporters, but now they’re just “Staff Reporters,” the same billing that goes to reporters based in the Greensboro newsroom.
In the same way, the bylines of Greensboro-based staff members are often appearing in the Journal. Maybe you didn’t know this.
And if you doubt that this is truly a two-way street, consider a new section that’s launching today in the Sunday edition of the Winston-Salem Journal.
It’s called Ideas.
People are also reading…
- Denied campus voting sites, N.C. A&T and UNCG students hit the streets
- Live Updates: Grimsley dominates second half to beat Page
- Former Kau butcher and wife open neighborhood bar/restaurant/butcher shop in Greensboro
- Greensboro man, 33, dies after overnight shooting on Baker Avenue
- Lexington widow charged in alleged scheme to steal children's inheritance
- State's top runner misses Guilford County Cross Country Championships; Northern, Grimsley win team titles
- Man killed in shooting that wounded 2 Guilford County deputies identified
- With time running out, Greensboro teen Noah Coble gets his moment in the spotlight
- Grimsley football mounts comeback to defeat Page and lead Metro Conference
- Sister recounts call for help that ended with brother dead, 2 Guilford deputies wounded
- Only 2 Guilford County School board candidates answered questions. Here's what they said
- Who's buried at Piedmont Memorial in Greensboro? Investigators search for answers
- Friendly Center's next chapter: 270 apartments, pool, spa and more
- 2 Guilford County deputies injured, suspect killed following domestic disturbance call
- 20-year-old man dies in Saturday night shooting in Winston-Salem
Well, it’s new to the Journal, but it’s been running in the News & Record for more than 30 years.
But you knew that already. In a separate column today in the Journal, I’m telling Winston-Salem readers that we’ve decided to share this section with them because it’s been so popular for so long with Greensboro readers.
I say “we” because as the North Carolina editor for Lee Enterprises, I’m the executive editor for both newspapers, and our Triad executive editorial page editor, Allen Johnson, already writes editorials and manages the opinion sections for Winston-Salem as well as for Greensboro.
Allen is the right person for this job and understands well both cities and the Piedmont Triad region. He was born in Greensboro and has lived and worked here since 1987, and earlier lived and worked in Winston-Salem for more than a decade.
Allen has a sense of which issues interest readers in both cities and the entire region, and which matter only to readers in Winston-Salem or Greensboro. He might run letters from Winston-Salem readers about their city manager in the Journal only, and letters from Greensboro readers about their magnet schools in the N&R only, but then he’ll run in both papers letters from both cities and places like Kernersville and Asheboro about regional issues or national politics.
In this same way, the Ideas section that you see today in the N&R will have regional content similar to what’s running today in the Journal as well as some letters and commentary exclusive to the N&R.
We try to follow this approach when sharing content between papers, modifying and “localizing” stories when necessary. Sometimes we don’t do a great job of this, as evidenced by “Ask Sam,” a popular feature in the Journal that we’ve started running in the N&R. The problem has been that much of the content hasn’t applied to Greensboro, and so we’ve recently increased our efforts to include more Greensboro-related questions and answers in this feature.
Seeking a loyal audience, not a viral audience
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It’s no secret that we’re placing a strong emphasis on serving digital readers. Understandably, this makes print-only readers nervous and makes them think we only care about “getting clicks.”
That implies that our focus is on creating sensational, shallow content that goes viral and draws the maximum possible audience to our website.
And that’s not true. Allow me to explain.
We’re committed to building a loyal audience of people who care about the local community, as opposed to building a viral audience.
You probably know that we require our digital-only subscribers to pay for access to our website. (Digital access is included in print subscriptions and just needs to be activated.) In order to increase our digital subscribers, which we are doing, we must provide content they can’t get anywhere else.
Crime news has the greatest potential to go viral on our site, but when readers hit our paywall while trying to read a story about a shooting in Winston-Salem, they can often just go to another local news site and read a similar story for free.
The stories that build loyalty among local, paying readers are stories that introduce them to somebody or something they should know but didn’t or explain why something that’s happening in government or local institutions should matter to them.
Since the dawn of the internet, newspapers have made the mistake of shaping their staffs around producing viral content. That’s why many newspapers, including bigger ones in metro areas, have added cops reporters while getting rid of all their opinion writers and all their high school sports reporters.
The Journal and the N&R and our parent company Lee Enterprises are committed to building local, loyal readers. As a result, the online metrics that matter to us are what our subscribers are reading and what stories convince non-subscribers to become subscribers when they hit our paywall.
The stories that local, loyal online readers want are the same stories that print readers want.
Over the past year, the content that has generated the most interest among subscribers and the most new digital subscriptions has included commentary, including letters to the editor, and high school sports, especially profiles of both girl and boy athletes.
We’ve long known that print readers want these things. That’s why we’re sharing the idea of an Ideas section across platforms with the Journal and why we hired a second high school sports reporter last year so we could ramp up coverage in both Forsyth and Guilford counties.
Yes, we are sharing resources between both newsrooms when it makes sense to do so. In addition to editorial content, this often includes coverage of Triad business as well as the restaurant and entertainment scenes.
But we still have two different newsrooms with two different websites for a reason. Winston-Salem and Greensboro are two distinct communities that should also be covered separately, and that’s not going to change.
Thanks for reading.
+1
Dimon Kendrick-Holmes in Greensboro, N.C., on Tuesday, December 6, 2022.
WOODY MARSHALL, NEWS & RECORD
Dimon Kendrick-Holmes is North Carolina editor for Lee Enterprises. Contact him at dimon.kendrick-holmes@greensboro.com.
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The News & Record’s office at 3001 S. Elm-Eugene Street in Greensboro.
- News & Record file
Dimon Kendrick-Holmes in Greensboro, N.C., on Tuesday, December 6, 2022.
- WOODY MARSHALL, NEWS & RECORD
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