310: Clint Schaff, The L.A. Times Experience

Jeannie and Adam discuss the shifting landscape of storytelling in journalism with L.A. Times VP of Strategy and Development Clint Schaff.

The L.A. Times and the shifting landscape of storytelling in journalism

Today’s consumer demands high quality content, delivered where they want it, when they want it, and with context that suits their personality. As a result, brands are constantly pushing to tell their stories in different ways on many platforms.

With the rise of social media, blogging, artificial intelligence, storytelling in journalism has taken on staggering complexity in terms of serving different kinds of consumers. Gone are the days when the newest stories were only delivered via newspaper or TV. Consumers get their news through text messages, social media, blogs, YouTube videos, and more. What’s more, they are now able to engage with the stories – sharing their own opinions and sparking debates amongst themselves.

“If Mark Twain were born today, he may not be an author. He’d probably have a YouTube channel…” –Clint Schaff

So how can your brand approach storytelling for the changing masses? What’s the experience you’re trying to deliver, and what channels should you use?

We thought it would be great to take some lessons from a brand that’s in the business of storytelling! So we’re thrilled to bring you Clint Schaff, VP of Strategy and Development at the L.A. Times.

“People expect more of the news media.” –Clint Schaff

In this interview, Clint shares the many ways the L.A. Times navigates the changing landscape of journalism to deliver news on many platforms to different kinds of audiences. They’ve found amazing ways to inform and engage people around stories they may have already heard. In fact, they give readers a chance to share their own take on the stories that continue to develop while having their voices be heard.

“If we’re covering things in a way that is not viewed as fair…it will be known.” –Clint Schaff

It’s an amazing time for journalism, no doubt! But it’s also an amazing time for YOU – whether you’re a writer or a brand telling stories to engage customers. Whatever industry you’re in, telling your story in ways different people will identify with is incredibly powerful in the digital age. Listen in for tips from a leader in the storytelling business.

Interview Highlights How is the L.A. Times adapting to the changing media landscape and serving customers in new ways? [5:15] Some people want hard news while others want sensational and entertaining news. So how does the L.A. Times address balance these two very different audiences? [11:40] What do we need to change to tell better stories for today’s ever-diversifying audiences? [13:50] Clint gives us a peek at what’s new for the 2018 Festival of Books, the world’s largest literary event. [17:00] If the L.A. Times does so much aggregating to tell more meaningful stories, then how do they cut through the noise? [24:35] About our guest

Clint Schaff is an executive, educator and entrepreneur that builds community through marketing communications and advertising content. In 2016, Clint joined the Los Angeles Times as its VP of Strategy and Development, and is developing innovative content platforms and utilities in areas including premium branded entertainment.  Prior to that, he had built and led agency teams for The Wonderful Company, GroupM, Golin, Edelman and Vision7. His work at Edelman with Activision's Call of Duty won a Grand Effie, a Gold Effie and a Gold Sabre.  Early in his career, Clint took on leadership roles within labor unions and for political campaigns, and served as a White House intern. Clint also serves as an adjunct professor at USC’s Annenberg School for Communication and Journalism.  

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