Content initiatives

INNER CIRCLE 2015
IN-DEPTH NEWS & LISTS
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING

CONTENT INITIATIVES
The Inner Circle’s Content Initiatives
category includes:
• In-depth news
• Lists
• Seen-on-Scene galleries
• Regional projects
• FOIA projects
All newsrooms are required to produce in-depth news, Seen-on-Scene photo
galleries and lists; newsrooms of 25+ staff are also required to produce
regional projects and FOIA projects.

IN-DEPTH NEWS
Requirements for all newsrooms for in-
depth stories are:
• Stories must have at least two sources —
preferably more than three
• Stories must be reporter-driven — not event or
meeting coverage or from a press release
• Stories must have a paragraph or breakout that
clearly explains why the story is important for
local readers
GOAL: Cover topics that resonate with readers, tell the stories no one else is
telling, answer reader questions and look forward to what’s next and how the
stories affect readers.

INNER CIRCLE EXPECTATIONS
Requirements for
newsroom by size:
1-8 staff
One in-depth story per week
9-18 staff
Two per week
19-24 staff
Three per week
25+ staff
Five per week

WHAT IS IN-DEPTH?
Goes beyond just the facts
• Focuses on the “why” and “how”
• Describes the impact of the news on readers
• Gives background and context
• Compares to other towns, state, nation
Proactive
• Answers questions
• Breaks new ground
• Looks for solutions
Multiple sources
• Quotes and views from all sides of an issue
• Voices from regular people, not just officials

Why is it important?
• More engaging
• Gives added value
• Essential for today’s readers
Bottom line: We can’t continue to report as if the
Internet and social media doesn’t exist

Planning in-depth stories
Resist regurgitation
• Focus on the significant and timely
• Don’t just recast a press release
• Find a real person, tell his or her story
• Provide succinct perspective, background
• Take a forward-looking approach

Focus on people affected
• How have they been impacted? What comes next?
• Seek anecdotes that tell the story
• Ask people their thoughts, opinions

Follow up with short ASFs and briefs
• Don’t write extensive stories for every update
• Condense background wherever possible
• Reserve lengthy pieces for major developments

Focus on the lede
Never lede with “discussed” or “talked about”
• Focus on the action
If it’s boring to you, don’t write a book
• Condense need-to-know information into an ASF or briefs.
Don’t dwell on background
• Pull background into a “Last we knew” breakout

Focus on the lede
Avoid overusing straight news ledes
• Use a second-day lede whenever possible
Don’t deliver a line-by-line account
• Extract the most significant or controversial points
Minimize use of “official comments”
• Prioritize quotes from “real people”

Breakouts
Guide readers through the story
• 5 Things to Know
• Pros/Cons
• Tips
Limit the number of numbers
• Rely on “By the numbers” breakouts, charts, etc.
Don’t use words when visuals are better
Google map? Photos? Video?
Go behind the scenes
• How We Did It
• Sidebars and Q&As

Promotion
Get the word out ahead of time
• Promote content via teasers in the paper and on social media
Use “brag boxes”
• Explain how you approached the big story
Summarize long series
• Explain the whole package
• Be consistent with labeling

MORE RESOURCES
The 2015 Inner
Circle handbook has
multiple links to great
examples of in-depth
news, for large
papers, small dailies
and weeklies.

• Stories must have at least two
sources — preferably more than
three
• Stories must be reporter-driven —
not event or meeting coverage or
from a press release
• Stories must have a paragraph or
breakout that clearly explains why
the story is important for local
readers
EXPECTATIONS RECAP

LOCAL LISTS
All newsrooms are required to produce
lists as part of the Content Initiatives
category:
• 1-18 staff: 4 per quarter
• 19+ staff: 8 per quarter
GOAL: Reach into community interests by focusing on time- and location-
specific information that readers love.

INNER CIRCLE EXPECTATIONS
Requirements for lists
• Lists should have at least three items, with
related photos
• Each item should contain a brief explainer of
one to two sentences, providing details about
the item or justification for its inclusion on the
list
• Newsrooms should create a new staff blog
called “Local lists” or something similar, to
host all the items being created

WHY LISTS?
Why are they valuable?
• Lists provide readers with fun or relevant information that they can then
reference to find new places to explore, experiences to pursue or
resources to reach out to.
Why do readers like them?
• Readers enjoy the organized, digestible information that the list format
provides.
Why do publications like them?
• Lists are attractive to new audiences and can help boost page views while
presenting quality local content to readers.

WRITING THE LIST
• Restrict lists to no more than 300 words
• Include photos or videos to each item to give them visual appeal
• Stay away from prefacing your list as “The best …”
- Bad title: “13 of Middletown’s best burger joints”
- Good title: “13 local burgers you need to try”

INCLUDING READERS
Use social media to issue a callout for input

INCLUDING READERS
“Did we get it right?”
Ask your readers whether they agree with your choices – and encourage
them to comment with any favorite items you may have left off.

LIST EXAMPLES
Three great spots for enjoying nature
Taking a leisurely summer stroll down a tree-
lined path, or cooling off in the clean, clear
water of Canandaigua Lake – there are a lot of
great places within a 30-minute drive of
Canandaigua. Got a favorite to add? Comment
on this story and tell us your top spot.
1. Kershaw Park: With lakefront walkways
and a community beach, this is one of the best
places to get some sun and relax – and it’s right
here in town. There’s also a small craft launch
and a public boat dock, if you have a seaworthy
vessel and want to enjoy nature while bobbing
along the shore. Location: Lakeshore Drive
between Booth and Muar streets.

LIST EXAMPLES
Three great spots for enjoying nature
2. Grime’s Glen: Taking a hike through this
glen will be well worth your while, for the
beautiful waterfalls and scenic views. Deer will
actually come up and eat out of your hands.
Location: Take Route 21 through Naples, turn
onto Vine Street and follow until it ends.
3. Barnes Creek Falls: This 1.2 mile hike
features three gorgeous waterfalls. Some
hikers recommend leaving the trail behind and
actually walking up the shallow creek instead –
just be careful on the slippery rocks. Location:
The trail is just south of Onanda Park, off of
West Lake Road.

Three idyllic wedding venues nearby
LIST EXAMPLES
A fairytale outdoor wedding under the stars, or an
elegant affair set against Victorian era stairwells and
tapestries – whatever your vision, the venue plays a
huge role in setting the tone. Here are some
beautiful venues within a 30-minute drive of Mount
Shasta.
1. McCloud Bed & Breakfast: This quaint bed and
breakfast is perfect for an intimate ceremony and
reception, with a ceremony site in the midst of a
garden and reception sites available both indoors
and outdoors. Out of town guests won’t have to
travel far – accommodations are available on-site.

Three idyllic wedding venues nearby
LIST EXAMPLES
2. Mt. Shasta City Park: Picture your ceremony in
ones of the various hideaways of Mt. Shasta City
Park: in the gazebo underneath towering trees,
against the backdrop of the Sacramento
headwaters, or at the park’s lodge and hall. This
venue is perfect for nature lovers looking for a
location that can fit a party as small or large as they
please.
3. Mt. Shasta Ski Park: What better place for a ski
bum bride to tie the knot than at the foot of the
slope? This ski park doubles as a great wedding
venue for what would surely be a fun and laid back
ceremony and reception.

MORE LIST IDEAS
1. Consignment shops in your area
2. Day trip ideas
3. Where to volunteer
4. Best local athletes
5. Most popular dog names
6. Great places to work out
7. Secluded fishing spots
Visit www.ghnewsroom.com for weekly list ideas

EXPECTATIONS RECAP
• At least three items, with related
photos
• Each item should contain a brief
explainer of one to two sentences
• Newsrooms should create a new
staff blog called “Local lists”

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