David Kaplan of PaidContent.org writes about how BusinessWeek.com editor John Byrne has hired an engagement editor to boost interaction with its readers.
Kaplan writes, “To help coordinate reader-reporters into the mix, BW.com has just hired Shirley Brady for the new post of engagement editor. Brady recently wrapped up a seven-year run at now-defunct CableWorld, spending her last 16 months there as editor of Cable360.net. Brady, whose sister Diane is a BW vet, will oversee new sections such as Dialogue with Readers, which is intended as a forum for conversations between reporters and editors and readers. Byrne: ‘She will be involved in all key editorial decisions and is charged with thinking up other initiatives related to bringing the readersâ€™ voice to bear on our coverage.’ More about BWâ€™s engagement focus after the jump.
“– Talent pool: The initiative follows other recent moves BW.com has taken, such as its recent partnership with LinkedIn, which allows the communityâ€™s members to be updated when a company theyâ€™re associated with is mentioned in a story. Byrne also plans a digital newsletter focusing on readersâ€™ journalism. Byrne: ‘We can do this because many of our readers are CEOs and business leaders, who are already at a prominent level. Our audience knows their subjects intimately. It makes sense to make that knowledge part of what we do.’
“– The brand value of citizen-j: Aside from tapping the talent of outside experts, Byrne expects brands to find the prospect of readersâ€™ involvement an intriguing prospect as well. ‘This is about recognizing that citizen editors and citizen journalists have value. If youâ€™re reading something and youâ€™re thinking about what youâ€™ve read, youâ€™re going to the trouble of sending in your thoughts, whatâ€™s a more meaningful definition of engagement?'”
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