Christy Tanner Ignites CBS News Digital

Mary Ellen Holdenamp160amp160What is your new role Christy Tanneramp160 I oversee CBS News across all digital platforms including CBSN CBS News39amp160247 digital streaming serviceamp160as well as CBSNewscom mobile apps and OTTamp160 Our digital brandamp160andamp160viewership continue to growamp160 Our audience is young diverse urban and globally minded with an average age of 38amp160 They watch our programming for a blend of live news fresh voices compelling original storytelling and trusted knowledgeHoldenamp160 What was your path to this positionTanneramp160amp160Growing upamp160I always wanted to be in the news businessamp160 I had a series of summer jobs as a reporter and photographer for local newspapersamp160 When I graduated collegeamp160I became an editor for the Associated Press and then was a reporter for a daily newspaper The Commercial Appeal in Memphis TNamp160 In the mid199039s as digital media began to explodeamp160I wentamp160to Columbia Business School to focus on the massive disruptionamp160comingamp160to the industryamp160 I39ve since had a variety of roles as aamp160digital change agentamp160in media companiesHoldenamp160amp160What informs your vision for the brandTanneramp160 Growing CBS News Digital as a brand is all about journalism breaking news and storytellingamp160 We deliver news and information when and where our audiences want itamp160 Our vision is reflected in two points ofamp160recentamp160research Theamp160Edelmanamp160Trust Barometer released in January showed that trust in journalism is upamp160year over yearamp160while trust inamp160platforms defined asamp160social media and search is downamp160 These findingsamp160echoamp160our own research thatamp160foundamp160people come toamp160CBSNamp160to learn and to become smarter because they trust our expertiseHoldenamp160 Can you give me an exampleTanneramp160 Our CBSN Originals documentary seriesamp160goes indepthamp160on topics thatamp160our audience has indicated it is interested in such asamp160social justice climate change poverty and gender equalityamp160 These themes happen to align with theamp160United Nations Sustainable Development Goals which are key issues that we are investing inamp160 Weamp160areamp160particularly proud ofamp160Weaponizing Social Media which premiered last week about the Rohingya crisis andamp160Nepal The Lost Girls about child marriage which aired in 2017We trust the intelligence of our audienceamp160and we are very comfortable taking a deep dive into uncomfortable realitiesamp160 We believe that our audience will come along with us on these journeys and they doHoldenamp160 How do you position these content initiatives to advertisersTanneramp160 Everything we do is adsupported and free to usersamp160 When our sales team is approaching potential advertisers they often position our content in two umbrella frameworks What to Know and A Better Worldamp160 These buckets cover most of our programming and are reflective of the fact that our audience is interested in knowledge and not opinionHoldenamp160 How do you develop audiencesTanneramp160 We have robust partnerships with device manufacturers including Apple Rokuamp160and Amazon and we draw large audiences organically OTT is a fastgrowing source of viewership along with desktop and mobileHoldenamp160 Do you have a closing thought to share with our readersTanneramp160 I39d like to spotlight our team because they are key to our successamp160 We have about 150 people in CBS News Digital and we are very collaborative both within CBS Interactive and with our broadcast partners at CBS Newsamp160 We are always looking for journalism talent who balance a passion for news and information with an interest in technologyamp160 We hire hybrids who can shoot write and edit and who can combine digital and linear broadcasting skillsamp160 They must be flexible and curiousamp160 We39re in a space that39s constantly changing so our team must evolve as our audience evolvesClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Christy Tanner Ignites CBS News Digital

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Mary Ellen Holden

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