We're now able to better understand than at any point in media's history what people want to read and what they're looking to get from us. We're able to build a more complete profile of who our readers are at any given moment, down to a very granular level, which is a very powerful thing for news.
A New Social-Media Tool Kit
The other facet for us is to find the signal in the noise, developing the tools to sort of curate all this data, all this real-time information coming in. [Even if] it's not from a traditional place, we'd look to cover the news. If there's something there of value, it makes news that much more dynamic.
Veggies vs. Junk Food
No one would argue that there isn't a certain amount of "Eat your vegetables" in news. That said, there is a lot that can be done with things that are clicky and fun. You need very sharp editorial judgment to make sure you don't stray too far in one direction. But whether it's realistic to cut out the clicky part entirely? I don't think it is.