N&T: What’s your greatest challenge?
Colacioppo: While we enjoy a large and broad audience for our work, a key challenge has been reaching younger readers who might not automatically think of a newspaper as their source for news, entertainment and sports. We are spending a great deal of time and research understanding how younger people search for information, where they find it and how we can make sure The Denver Post becomes a key source for them. That of course includes understanding how search works, how to optimize our social media reach and a basic branding effort.
N&T: What trend are you watching?
Colacioppo: Like everyone, we have our eye on Facebook and Facebook Live and how to be most effective on that platform – and how to use it to get readers to our site.
Beyond that, I’m very focused on video. We have a robust video presence but it’s a quickly evolving field and we are always trying to understand how to use this powerful tool effectively. We are developing a strategy around OTT and, discussing how we could use virtual reality to enhance our storytelling.
Generally speaking, we know people will watch breaking news video and we know we can create powerful documentary work. What else can we do and how can we get this work in front of people who might be missing it?
Lee Ann Colacioppo, editor in chief of the Denver Post.