The paper has increased its reach, circulation revenue and website traffic, as well as circulation, says Executive Editor David Boardman, even among the young. Two-thirds of 18-34 year-olds read the paper in some format, he adds.
This success is the result of significant changes in the newsroom. The focus is now on content that readers won’t get anywhere else. And unlike many other keen integrators, Boardman is not a believer in the concept of "platform-agnostic" content: some stories need to be platform-specific, he says. But it is not for the reporters to decide this – their focus must be on the story first.
The newsroom has been entirely reorganized from a dichotomous print/online structure to one focused around three areas that “capture what we are really trying to do”: