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.”
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.