The High-Five: 5 Questions with Kevin Whitmer, President of Whitmer Consulting, LLC

For this High-Five, where we interview someone who is a close connection and who has expertise about a particular topic of industry and ask them five questions related to their sphere of influence, we welcome Kevin Whitmer.

Whitmer served as the top editor at The Star-Ledger and NJ.com from 2009-2021 before founding Whitmer Consulting with his wife, Regina. Whitmer’s career in daily journalism spanned 36 years — 30 of them in New Jersey.

Most recently, he served as Advance Local’s lead editor in New Jersey, responsible for all content on NJ.com. When he retired from daily journalism at the end of 2021, NJ.com was averaging 21 million unique visitors a month, easily making it one of the largest local news and information sites in the country.

Q: When it comes to storytelling, how can utilizing the Inverted Pyramid draw in a reader quickly, particularly as it relates to today’s digital delivery?

A: Digital journalism, it turns out, is a lot like fashion – wait long enough and those baggy jeans and velvet boots come back again and again.

A lot of people in our industry kept the inverted pyramid in the back of our closets during the narrative and long-form booms, and the ill-conceived pivot to video, but look at what happened: Digital has forced us to go back to the first thing we learned in Newswriting 101.

And that’s a good thing. Here’s why: Digital is infinitely more competitive than print. It’s no longer Newsroom A vs. Newsroom B in your city. Today, we’re competing with anything and everything a user can do on their phone, laptop or iPad. That’s the truth. So if we’re good, we might steal a few minutes between scrolling TikTok, setting fantasy football lineups or doing Wordle. And if you can’t position your content as timely, relevant and digitally intentionally, you’re screwed.

Of course, the inverted pyramid isn’t the only way to win a few minutes here and there, but I would argue it’s the best starting point for at least three reasons:

• Aggregators and search engines love it. Winning there is everything – unless you don’t want the free audience multipliers.

• Readers love it. There are people I trust and respect who will say we’re dumbing down society, but digital has trained readers to graze and graze quickly. That means you better show your cards before they move on and keep doing it to win trust and return visits.

• Bosses love it. Writing fast, clean and smart is hugely in demand right now. And going back to the basics is a great way for writers to develop and sharpen digital skills because it forces them to quickly assess the most important elements of a story and then clearly communicate those points. It doesn’t hurt that it’s a skill the dinosaurs also recognize.

Q: You partnered with your wife to form Whitmer Consulting in January. Now that you are business owners, what have you learned about yourself, each other and any lessons you may have taken from leading a newsroom that can be applied to running your own shop?

A: First off, we enjoy working with each other and being able to really share, appreciate and understand the good, bad and absurd. We haven’t had that on this level since we last worked together in a newsroom, back in 1989. Regina also happens to be a great editor and she, of course, has a special gift for … let’s just say keeping me grounded.

“Newsrooms, including the one I led for 13 years, have failed to represent their readership and the markets they cover, while also failing the journalists of color
on their staffs.”

— Whitmer

Making the transition from running the largest news organization in the state to working for clients and partners hasn’t always been easy, especially in the early days. But we’ve generally had good clients and even better teachers, who have helped us learn and navigate the world.

One big surprise? You can really connect with a client, tell them how you can help and lay out a plan for each engagement. But there are detours that put you in situations you never imagined, doing work you never imagined

Those detours have become something I look forward to – it’s kind of like journalism in that you never know what’s around the next corner.

Q: In a recent Pew Research Center survey, it asked nearly 12,000 US-based journalists in a pair of open-ended questions to write down the one thing the news industry does the best job of these days and what it does worst. Journalists most commonly say the industry is the best at getting the news out, the worst at getting the story right and issues related to bias.

In an effort to get the news out, and compete for a share of audience, are we in a rush to get it right?

A: Sure, but journalists understand competition and the industry attracts people who thrive on the pressure to be first. Bigger picture, it’s true that we make more mistakes than ever – often silly mistakes – but that’s been part of a digital transformation that has piled more and more responsibilities on front-line reporters and photographers. Twenty years ago, a reporter was a reporter and an overwhelming majority of time was spent on reporting, writing and source development. Today, they still do all that while also being copy editors, photographers, videographers, SEO specialists, travel agents, mentors, public speakers, comment moderators, social media specialists, event hosts, their own IT specialists, digital researchers and about 83 other things. So, yeah, there’s a lot going on!

Q: Some news outlets now have dedicated staff positions devoted to diversity and inclusion. What were some of the ways in which you dealt with the DEI challenges in your newsroom, in terms of assigning, covering and reporting the news? Do you get a sense that journalists of color feel like these efforts have become box-checking exercises of the news outlets’ decision- makers?

A: Newsrooms, including the one I led for 13 years, have failed to represent their readership and the markets they cover, while also failing the journalists of color on their staffs. There are no excuses here; facts are facts. So the momentum behind these changes is long overdue and there must be structural changes that do more in recruiting, hiring and, especially, developing the next generation of editors and newsroom leaders.

And I certainly do not view this as a box-checking exercise.

Q: Our last question, which is a constant I share with all my guests is around the notion of daily growth. Allow me to tee-it up. Life in perpetual BETA is essentially the notion that you are constantly and continually in the state of becoming. You’re never quite there and always are striving to improve. This concept is one I introduce when I speak about rapid organizational change and individual development and growth, particularly in a current environment where it’s been hard for some folks to acclimate to their realities.

I have introduced BETA as a mnemonic to explore ways in which one could bring about positive change in one’s life or organization.  The mnemonic begins with B for Belief, E for Empathy, T for Trust, and A for Advocacy. Would you share how you would apply these words as it relates to your personal or professional life?

A: Belief: I can’t say I woke up today expecting Fun with Mnemonics, but there are similarities running an organization and working with clients. Both require believing in yourself, your experiences and the ability to connect with people and put them in the position they can be most successful. And, yes, I do believe everyone in every organization has a perfect spot where they can be their best.

Empathy: Empathy and understanding are things I wish I had more of as a younger manager. But as you grow older and get your fill of the technical work, you learn what a difference you can make when you care and show compassion for people outside of their work lives.

Trust: This might sound a bit like my belief answer, but I wish people would trust themselves more. We all make mistakes and we can all grow to trust in ourselves to learn from those mistakes and not repeat them. We all fail. So it’s important we trust ourselves to keep getting up.

Advocacy: –We all need to be advocates for ourselves and the people closest to us, right? Those are the table stakes. The next level is working to elevate people on the next ring out – people who know and know you. Maybe that’s a former colleague or acquaintance you can help without them expecting it. That feels less expected and less transactional. As a result, they can be pretty rewarding experiences.

The High-Five: 5 Questions with Television Producer Stephanie Brumsey

Q. I love your LinkedIn cover photo and the words to live by in its message. Without being presumptuous, it sounds like those words can serve as a mantra in your professional life as a journalist.  With that understanding, how do you ‘break free of the mold’ to create nuance and differentiation in the stories you help to craft as a producer?

‘Freedom” Sculpture, by Zenon Frudakis

A, That is my mantra! When I was working in local news, my Senior Producer and mentor told me that my stories would always be better, if I could find something that mattered to me within the story and could make it matter to someone else. And as I've continued to work in the industry, I've realized that my perspective as a black woman, is unique to the field and it's helped me add nuance to storytelling, tailor pitch ideas with a different angle and simply look at how other stories can be enhanced. 

Q. The newspaper chain McClatchy recently filed for bankruptcy. I started off in print journalism, working for the New York Daily News in the 1990s, which, at the time, was the country’s sixth largest newspaper. Today, we create, share and receive stories much differently today, and from direct, peer-to-peer sources such as social media.  Does the decline and waning interest in print impact your job in broadcast journalism and the focus more on video and digital delivery? If so, how? If not, why not?

A.The decline does impact my job in broadcast, far more than I ever would've thought. Local reporters do amazing work. They're on the ground telling the interesting community stories before they hit the big national stage. So many important stories broke because a local reporter went to community board meetings or was reporting on a repeat issue with a local official. These local officials usually use these positions to gain larger positions and their records matter.

“And as I've continued to work in the industry, I've realized that my perspective as a black woman, is unique to the field and it's helped me add nuance to storytelling, tailor pitch ideas with a different angle and simply look at how other stories can be enhanced.”  -Brumsey

But more importantly, local news matters because that's where people live, work and raise their children. The decisions made about your local water source, the closing of that historic church, etc. Those things are important. And I can't say that what happens in Washington DC isn't equally important, but it won't have the same impact on your everyday life. I rambled there, forgive me. I just truly feel that it's important in a way people won't recognize until it's too late. But, back to your question - the decline in local news does impact broadcast journalism and the focus on more video. More and more you see stories picked up through social media with video clips sourced to twitter handles and pictures from people's Facebook accounts. It creates another level of responsibility to ensure the story is being told with accuracy, which is an area of growth that I think in this era of so-called "fake news" is something everyone can benefit from - especially our consumers.

Also I don't think that there's an waning interest in print. I think there's a waning in patience of how print is traditionally created, and I think that the system could stand a little bit of an overhaul in order to make it work for the modern day, but I think people are still interested in print they've just been lulled into the complacency of getting things for free through the internet.

Q. I imagine creating a single segment, let alone an entire news program, is an exhaustive, intensive and nimble process. If there’s breaking news, you have to remain agile and create an on-the-fly experience that aptly captures what’s happening in ‘real-time.’ Can you share what goes into an end-to-end production process, as well as uncovering and application of the learnings and improvements from it?

A. You hit the nail on the head, it is an exhaustive, intensive and nimble process. I work on a Sunday politics show, so we have room to breathe in regards to story treatment. The process end to end is very similar to putting together a story as a team on a regular basis, so I won't bore you with those details. But breaking news on tv is different. This is where I am thankful I'm surrounded by experienced professionals, as I am new in my role with MSNBC. Breaking news begins with our local reporters or a wire service flagging the story. In the background, as we're in the control room, there is a team of people: confirming the story, gathering elements, setting up possible interviews, etc. In the control room, we start working on finding relevant video, filling in the anchor, working on the onscreen graphics. It's hard to explain, because each situation is different, but what's not different is the level of teamwork that goes into it. I've learned a lot about attention to detail, patience and flexibility - things that sound cliche but are large drivers in that situation.

“I don't think that there's an waning interest in print. I think there's a waning in patience of how print is traditionally created, and I think that the system could stand a little bit of an overhaul in order to make it work for the modern day, but I think people are still interested in print they've just been lulled into the complacency of getting things for free through the internet.” -Brumsey

Q. What has been the most difficult or challenging production problem you had to solve and why?

A.To be perfectly honest, only one example comes to mind. In a previous job, I went out and shot two stories in one day. It was going to be great! I then went Christmas shopping, threw it all in my trunk and drove home. I ran into my landlord's apartment to address a plumbing issue I had and when I walked outside and back to my car, I realized that my car had been vandalized and everything stolen out of the trunk. It was horrible. I remember dreading calling my boss and explaining the lack of footage AND the stolen gear. I learned so much that day about so many things, but the biggest part was about letting things fall where they lie. But most importantly, I realized that the very worst thing had happened! I had no story for my job, and the world didn't explode. I, like many others, often stress myself about things that are not often in our control - this was the ultimate lesson that things work themselves out. Probably not the story you expect, but it's the most difficult production issue I ever faced. 

5. Life in perpetual BETA is essentially the notion that you are constantly and continually in the state of becoming. You’re never quite there and always are striving to improve. This concept is one I introduce when I speak about rapid organizational change and individual development and growth. I have introduced BETA as a mnemonic to explore ways in which one could bring about positive change in one’s life or organization.  The mnemonic is below. Would you indulge me and share how you would apply these words as it relates to your personal life or your life as a journalist? 

1. Belief - Nothing is insurmountable

2. Empathy - We are all human and as such, empathy and kindness need to be at the forefront as often as possible

3. Trust - Trust the process, things work themselves out. As long as you do the work, it will speak for you in the end.

4. Advocacy -   Don't forget to turn around and help the next person succeed.

The High-Five: 5 Questions with Television Producer Stephanie Brumsey

Q. I love your LinkedIn cover photo and the words to live by in its message. Without being presumptuous, it sounds like those words can serve as a mantra in your professional life as a journalist.  With that understanding, how do you ‘break free of the mold’ to create nuance and differentiation in the stories you help to craft as a producer?

‘Freedom” Sculpture, by Zenon Frudakis

A, That is my mantra! When I was working in local news, my Senior Producer and mentor told me that my stories would always be better, if I could find something that mattered to me within the story and could make it matter to someone else. And as I've continued to work in the industry, I've realized that my perspective as a black woman, is unique to the field and it's helped me add nuance to storytelling, tailor pitch ideas with a different angle and simply look at how other stories can be enhanced. 

Q. The newspaper chain McClatchy recently filed for bankruptcy. I started off in print journalism, working for the New York Daily News in the 1990s, which, at the time, was the country’s sixth largest newspaper. Today, we create, share and receive stories much differently today, and from direct, peer-to-peer sources such as social media.  Does the decline and waning interest in print impact your job in broadcast journalism and the focus more on video and digital delivery? If so, how? If not, why not?

A.The decline does impact my job in broadcast, far more than I ever would've thought. Local reporters do amazing work. They're on the ground telling the interesting community stories before they hit the big national stage. So many important stories broke because a local reporter went to community board meetings or was reporting on a repeat issue with a local official. These local officials usually use these positions to gain larger positions and their records matter.

“And as I've continued to work in the industry, I've realized that my perspective as a black woman, is unique to the field and it's helped me add nuance to storytelling, tailor pitch ideas with a different angle and simply look at how other stories can be enhanced.”  -Brumsey

But more importantly, local news matters because that's where people live, work and raise their children. The decisions made about your local water source, the closing of that historic church, etc. Those things are important. And I can't say that what happens in Washington DC isn't equally important, but it won't have the same impact on your everyday life. I rambled there, forgive me. I just truly feel that it's important in a way people won't recognize until it's too late. But, back to your question - the decline in local news does impact broadcast journalism and the focus on more video. More and more you see stories picked up through social media with video clips sourced to twitter handles and pictures from people's Facebook accounts. It creates another level of responsibility to ensure the story is being told with accuracy, which is an area of growth that I think in this era of so-called "fake news" is something everyone can benefit from - especially our consumers.

Also I don't think that there's an waning interest in print. I think there's a waning in patience of how print is traditionally created, and I think that the system could stand a little bit of an overhaul in order to make it work for the modern day, but I think people are still interested in print they've just been lulled into the complacency of getting things for free through the internet.

Q. I imagine creating a single segment, let alone an entire news program, is an exhaustive, intensive and nimble process. If there’s breaking news, you have to remain agile and create an on-the-fly experience that aptly captures what’s happening in ‘real-time.’ Can you share what goes into an end-to-end production process, as well as uncovering and application of the learnings and improvements from it?

A. You hit the nail on the head, it is an exhaustive, intensive and nimble process. I work on a Sunday politics show, so we have room to breathe in regards to story treatment. The process end to end is very similar to putting together a story as a team on a regular basis, so I won't bore you with those details. But breaking news on tv is different. This is where I am thankful I'm surrounded by experienced professionals, as I am new in my role with MSNBC. Breaking news begins with our local reporters or a wire service flagging the story. In the background, as we're in the control room, there is a team of people: confirming the story, gathering elements, setting up possible interviews, etc. In the control room, we start working on finding relevant video, filling in the anchor, working on the onscreen graphics. It's hard to explain, because each situation is different, but what's not different is the level of teamwork that goes into it. I've learned a lot about attention to detail, patience and flexibility - things that sound cliche but are large drivers in that situation.

“I don't think that there's an waning interest in print. I think there's a waning in patience of how print is traditionally created, and I think that the system could stand a little bit of an overhaul in order to make it work for the modern day, but I think people are still interested in print they've just been lulled into the complacency of getting things for free through the internet.” -Brumsey

Q. What has been the most difficult or challenging production problem you had to solve and why?

A.To be perfectly honest, only one example comes to mind. In a previous job, I went out and shot two stories in one day. It was going to be great! I then went Christmas shopping, threw it all in my trunk and drove home. I ran into my landlord's apartment to address a plumbing issue I had and when I walked outside and back to my car, I realized that my car had been vandalized and everything stolen out of the trunk. It was horrible. I remember dreading calling my boss and explaining the lack of footage AND the stolen gear. I learned so much that day about so many things, but the biggest part was about letting things fall where they lie. But most importantly, I realized that the very worst thing had happened! I had no story for my job, and the world didn't explode. I, like many others, often stress myself about things that are not often in our control - this was the ultimate lesson that things work themselves out. Probably not the story you expect, but it's the most difficult production issue I ever faced. 

5. Life in perpetual BETA is essentially the notion that you are constantly and continually in the state of becoming. You’re never quite there and always are striving to improve. This concept is one I introduce when I speak about rapid organizational change and individual development and growth. I have introduced BETA as a mnemonic to explore ways in which one could bring about positive change in one’s life or organization.  The mnemonic is below. Would you indulge me and share how you would apply these words as it relates to your personal life or your life as a journalist? 

1. Belief - Nothing is insurmountable

2. Empathy - We are all human and as such, empathy and kindness need to be at the forefront as often as possible

3. Trust - Trust the process, things work themselves out. As long as you do the work, it will speak for you in the end.

4. Advocacy -   Don't forget to turn around and help the next person succeed.