July 27, 2011

New York Observer
The Daily staffers are told they’re writing for Middle America as opposed to the New York media elite, reports Kat Stoeffel. “With the exception of the gossip and sports sections, the subjects of the exclusives are usually on the fringe of the national discussion — quirky national defense programs, counterintuitive health studies, portraits of small towns affected by inclement weather, photogenic animals,” she notes.

For outside observers and staffers alike, it can be hard to picture The Daily’s ideal reader – the person for whom the contents the paper constitute the most satisfying view of the world.

What The Daily does offer, one imagines, is some insight into the mind of Rupert Murdoch. He is the only person we know who reads it every day.

In February, The Daily editor-in-chief Jesse Angelo — the only person Murdoch wanted to carry out his iPad newspaper mission — told his staff what he was looking for: “Find me a story of corruption and malfeasance in a state capitol that no one has found. Find me something new, different, exclusive and awesome. Find me the oldest dog in America, or the richest man in South Dakota.”

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From 1999 to 2011, Jim Romenesko maintained the Romenesko page for the Poynter Institute, a Florida-based non-profit school for journalists. Poynter hired him in August…
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