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Topic: Memos Sent to Romenesko
Date/Time: 7/21/2008 10:46:02 AM
Title: Lee Abrams' July 21st blog post
Posted By: Jim Romenesko
 
Tribune chief innovation officer Lee Abrams' latest post

July 21, 2008
THINK PIECE: BEHIND THE DRAMA AT THE TRIBUNE

There's a reason our company is getting so much dramatic coverage in the blogosphere and in print. There are some dramatic issues facing Media companies, and we're meeting the issues with dramatic solutions. Thus, the drama. While there's the very, very unfortunate reality side of the equation, I think our taking an approach of action, with the intent of creating growth, is forcing some very inventive thinking and actions around the Tribune Nation….and some spirited conversation from those who don't get what we're doing, or want to get it. It's OK…comes with the turf of change.

Dramatic issues require dramatic change. It ain't gonna happen sitting still and hoping the other guy figures it out.

On the TV front, it's premature to talk detail, but there are some pretty interesting new approaches being looked at in Portland, New Orleans and St.Louis as well as San Diego. I'm sure there's more around the TV group, but in early discussions with these guys, there are some very non-traditional things being thrown around. I think these things are components that simply never got discussed before that are part of the "magic between the shows...and on the streets". The zone that TV stations can own locally. And I love that WGN did an outstanding parody of the slick, trashy news promos...in fact those guys do a lot of pretty good news parodies. (most are on Youtube) I think a key to local TV is just THINKING about areas they haven't traditionally thought about.

Quite honestly, what I notice about Tribune company properties is a lack of balance in terms of input into the product. Newspapers are Journalism driven and TV is Sales driven. Of course a newspaper IS about journalism, and TV IS all about selling ads...but there are other positions I think need greater input. Examples are the design element in print to work WITH the purely journalistic side...and another example is the creative people to work WITH the Sales and News people at TV stations to create a more complete package. We NEED all cylinders firing to compete and prevail. Writers NEED designers to take their work to a wider audience in today's TV rooted reader...and TV stations NEED creatives (who are unleashed) to create a station image that isn't based strictly on what shows they carry. It all gets back to creating fans instead of users./CONTINUED

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