CNN official: Media should be more interactive
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[May 04, 2009]

CNN official: Media should be more interactive

May 04, 2009 (The Bellingham Herald - McClatchy-Tribune Information Services via COMTEX) -- Facing an uncertain future, mainstream media sources must be more engaging and interactive with their audiences, the president of CNN/U.S. said Saturday, May 2, at the Semiahmoo Resort in Birch Bay.



Jonathan Klein delivered his remarks at a charity gala for the St. Joseph Hospital Foundation Saturday night.

Klein, whose wife, Jennifer Snell, grew up in Bellingham and graduated from Sehome High School, said viewers' interacting with stories as they develop has bolstered his network's reporting.



He cited last fall's presidential debates and the Obama administration's first 100 days in office as examples.

While televising debates between John McCain and Barack Obama, CNN also aired reactions to the candidates' comments from a focus group.

In reporting on Obama's 100th day in office, Klein said CNN invited its audience to grade the president's performance, which the network included in its coverage.

"We're really a marketplace," Klein said. "As we are sharing more data, we invited the audience to share audience to share with us." Klein said this interaction and inclusiveness will be essential as news networks, newspapers, magazines and other media sources battle to survive the global recession.

"We all have to change," Klein said. "It turns out to be ... a lot of fun when you do." Reach PETER JENSEN at peter.jensen@bellinghamherald.com or call 360-715-2264.

To see more of The Bellingham Herald or to subscribe to the newspaper, go to http://www.bellinghamherald.com. Copyright (c) 2009, The Bellingham Herald, Wash. Distributed by McClatchy-Tribune Information Services. For reprints, email tmsreprints@permissionsgroup.com, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.

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