Chicago Tribune’s goal: Get readers excited about the paper

TellZell.com
“One of the most revealing insights from recent research is how little excitement some people feel about their daily encounter with us,” Chicago Tribune editor Gerould Kern tells his staff. “Many of our regular readers regard us like the electric company or water utility.” With editorial reinvention, “we will enlighten, provoke, surprise and entertain them. We want them to say, ‘This is my Tribune and I can’t get along without it.'”
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