How Your Audience Can Make You a Better Journalist (McClatchy Spring 2017)

Course Overview

How Your Audience Can Make You a Better Journalist (McClatchy Spring 2017)
Online Group Seminar
Time Estimate:
3 hours

This course is free for employees of McClatchy. Please contact your supervisor on how to enroll for free.

About Online Group Seminars

In an online group seminar, you will gather with other participants in a virtual space, logging in from anywhere, day or night, over the course of several weeks. A faculty member guides the group through new material, moderates discussions and provides individual feedback.

This archived Online Group Seminar was originally available on:
September 15 to December 15, 2017

This course is exclusively for staff members of The McClatchy Company. How Your Audience Can Make You a Better Journalist is a course developed to help reporters from McClatchy better understand and easily use implement changes in their everyday workflow when it comes to audience engagement on social media.

This course will focus on many areas of study. Including the following:

  • Consuming Your Analytics (Prerequisite)
  • Why Headlines Matter
  • Social Engagement
  • Story Choice and Beat Triage
  • Mining Evergreen Content

Each section will include a video portion students are expected to watch.

Who should take this course:

This course is free for employees of McClatchy. Please contact your supervisor on how to enroll for free. Reporters and Editors who want to better understand analytics to increase their traffic and better understand their digital audience.

Course Instructors:

Jill Nicholson

Jill trains journalists around the would on turning metrics into action. But before that, she was a long-time Chartbeat user -- curating a local news site in Westchester, NY. After starting her career as a page designer and copy editor for The Journal News, Jill moved to the digital desk of in 2011. Over three years, she helped to transform loud into a innovative breaking news organization by building digital curation strategies and driving cultural change through metrics (and a lot of nagging).

John Schlander

John Schlander is managing editor at, recently named by Inc. Magazine as the 32nd fast-growing company in the nation. He started there in August 2016 after 32 years at the Tampa Bay Times, where he was digital general manager. He is also adjunct faculty at the Poynter Institute.

He is the instructor for two online seminars: Using Analytics to Drive Your Mission and Web Headlines and SEO Essentials.

Andie Coller

Andie Coller is the readership team’s headline expert. Before she came to McClatchy, she served as deputy editor and two-time acting editor of National Journal magazine, where among her other responsibilities she wrote headlines for both the print and online editions. Prior to that, she spent five years sharpening the headlines on POLITICO’s homepage each morning. She has been using the big type up top to sell stories to readers for more than 20 years.

Benjamin Mullin

Benjamin Mullin is the managing editor of at The Poynter Institute. He previously reported for Poynter as a staff writer, Google Journalism Fellow and Naughton Fellow, covering journalism innovation, business practices and ethics. He’s also reported for USA TODAY College and The Sacramento Bee, and he was editor in chief of The Orion, Chico State’s student-run newspaper. An Air Force brat who grew up around Northern California, he’s still adjusting to the Florida sunshine. I love to talk media and journalism!

Jessica Huff

Jessica developed and led the company's social media growth strategy, contributing to McClatchy's 58% increase in year-over-year social referrals. She provides guidance on best practices for McClatchy's 29 newsrooms to execute on a local level. She has also formed, trained and now oversee a team of specialists dedicated to optimizing McClatchy stories for optimal performance on social media platforms. So far, the team has driven 15% of all social referrals for the company in 2016.

Maricar Estrella

Maricar Estrella is the Deputy Managing Editor for Digital at the Fort Worth Star-Telegram where she leads the newsroom's strategic efforts on digital publishing and social networking. She's also an Online Editor for and its network of web sites as well as an Editor/Blogger for the Star-Telegram's parenting site,, which she helped launch in 2008. She's been a journalist for more than 20 years – all at newspapers. After graduating from Syracuse University, she took a soul-searching trip to her birthplace - the Philippines.

Ryan Kellett

I focus on growing Washington Post online audiences both broadly and deeply primarily via social media and search. now has over 70 million unique visitors a month, putting us in the top 5 newspapers by digital traffic and top 50 digital media property in the United States, according to comScore.

Amanda Wilkins

Accomplished and versatile editor and communicator. I am passionate about finding ways to get great content in front of the right audience. I'm also invested in understanding the technology and tools that can help make those audience-building efforts easier. I've worked in a variety of roles, which has given me perspective and the ability to adapt to change and pick up new responsibilities quickly. Leading a digital team affords me the opportunity to collaborate with other departments, which is the most rewarding part of my job.

Training Partner:

The McClatchy Company

The McClatchy Company is the third-largest newspaper company in the United States and a leading digital publisher dedicated to the values of quality journalism, free expression and community service.