News companies today are working to better connect with their audiences. 

Dennis R. Mortensen, chief executive officer of Visual Revenue, says that companies must make decisions to create these connections.

For a company that has multiple front-page stories every day, it is vital for a staff to choose the very best language, topics, and pictures to tell the story.

These decisions can draw readers: “Just by working the title slightly, you can connect with them so much stronger,” Mortensen said. 

Because of the digital nature of news today, this it is an adjustment for companies to make.

“It’s a slightly different environment today than yesterday,” he said.

Mortensen suggests that although news media must make these decisions, it is not their primary job.

“We shouldn’t try to turn editors into analysts,” he said.