HOME
          
LATEST STORY
The newsonomics of MLB’s pioneering mobile experience
ABOUT                    SUBSCRIBE
June 2, 2011, 12:15 p.m.

Meet the new boss: Jill Abramson’s NYT ascent and its potential impact on the digital side of the Times

The New York Times will have a new leader in the newsroom. Jill Abramson will replace Bill Keller, who is moving to a writing job at the paper.

I’m sure Times Kremlinologists are already developing their theories about the move and its timing — let the #______MakesYouStupid jokes begin — but from our perspective, we’re most interested in the impact the new leadership will have on the Times’ digital strategy. Keller’s eight years in the top job have witnessed the complete disruption of the traditional business model for American newspapers, but the Times’ brand equity, market positioning, and quality have all given it a major advantage over its peers.

The Times has invested heavily in digital initiatives in the Keller era — I don’t have numbers to back this up, but I suspect their investment has been greater than any other American news organization. But that makes sense, since the Times has more to gain from the web’s easy distribution model than any other newspaper whose content is more tied to geography. The Times has national and global appeal, and fits perfectly with a medium that lets Times journalism reach that broad audience. From its large digital news operation to its massive adoption of blogs to its R&D Lab, the Keller era leaves the Times about as well positioned for a webby future as any of its peers.

A pro-digital mindset has never been unanimous among Times leadership, which has obvious and deep roots in print culture. The recent hubbub over Keller’s Twitter column was only the most recent iteration of the internal conflict. Maybe you remember two years ago, when a few Times reporters livetweeted a Times digital staff meeting, which led to a backlash from editors and other staffers?

Well, today, the announcement of Abramson’s ascent was semi-livetweeted by @nytimes, the newspaper’s recently humanized 3.2 million-follower Twitter account — Instagram photos and all.

We can only guess what Jill Abramson’s promotion will mean for the Times’ digital strategy — but to the extent that she’s carved out an outward-facing identity on the subject, it’s been notably pro-web. It was Abramson who took time away from her editing gig last year to immerse herself in the Times’ digital operations, which Keller said was Abramson’s initiative. (That move began on June 1, one year ago yesterday, and was supposed to last six months. The Times press release on the move quotes Arthur Sulzberger as saying: “Over the past year, she has immersed herself in our digital strategy and led the effort to fully integrate the newsroom.” So it would seem elements of the immersion lived on past the six-month span.)

Last fall, Abramson told New York she wanted to build incentives for staffers to become more web-oriented. “When you have a front-page story,” she said, “everyone is like, ‘Wow, great story!’ I’d like to get to a place where the celebration when something goes on the home page is as pronounced.”

Jennifer Preston, former Times social media editor, chimed in after today’s announcement: “For all of you wondering about Jill Abramson and the Web? Jill gets it. And she’s fearless. We’re lucky.” She added “Jill has always been highly supportive of our real-time Twitter publishing/curation efforts.”

And for those looking for more tea leaves to read, check out Abramson’s two most recent Talk to the Newsroom features, both from 2009, where she hits on some webby subjects. You won’t find much revelatory — no secret web strategies lying in wait for the right moment. Like the Times’ staff, we’ll all have to wait and see how she shapes the Times’ digital transformation.

POSTED     June 2, 2011, 12:15 p.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
The newsonomics of MLB’s pioneering mobile experience
Running a sports league and running a news operation aren’t the same thing. But there are lessons to be learned from baseball’s success in navigating mobile.
Why The New York Times built a tool for crowdsourced time travel
Madison, a new tool that asks readers to help identify ads in the Times archives, is part of a new open source platform for crowdsourcing built by the company’s R&D Lab.
Opening up the archives: JSTOR wants to tie a library to the news
Its new site JSTOR Daily highlights interesting research and offers background and context on current events.
What to read next
1020
tweets
The newsonomics of the millennial moment
The new wave of news startups is aiming at a younger audience. But do legacy media companies have a chance at earning their attention?
803A mixed bag on apps: What The New York Times learned with NYT Opinion and NYT Now
The two apps were part of the paper’s plan to increase digital subscribers through smaller, targeted offerings. Now, with staff cutbacks on the way, one app is being shuttered and the other is being adjusted.
413The new Vox daily email, explained
The company’s newsletter, Vox Sentences, enters an increasingly crowded inbox. Can concise writing and smart aggregation on the day’s news help expand their audience?
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Placeblogger
The Times of London
Time
Gawker Media
Patch
The Globe and Mail
Newsweek
The Wall Street Journal
Talking Points Memo
AOL
Quora
Suck.com