In 2005 when Andrew Donohue and I took over Voice of San Diego, we settled a lot of issues. We decided, for instance, that we would only cover something if we thought we could do it better or different than anyone else.

That was a core principle that led us to be hyper-focused yet always different. It served us well.

But one of the things we never quite figured out was our rhythm. Were we a daily news system, an hourly one? We took weekends off but some days we published many different interesting stories. Others, we might post just one. And it might have been something we had to rush to get done.

We decided that we would try to produce one good thing every day. A nice idea, but it never really worked out that way. We ended up with a major tension between doing investigative work and trying to get something good posted every single day.

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Now, Voice of San Diego is approaching the 10th anniversary of its launch, Feb. 9, 2005. We have decided to shake things up a bit to mark it.

That week, we’re going to re-launch Voice of San Diego. There will be a new website. I know we’ve switched a lot but we finally got a grant and some professional help to fix some deep problems.

Something else is changing, however, that will probably be both more important and yet less obvious to readers right away. We’re undergoing a transformation of how we produce our journalism. We are putting in place a new process, a new deadline system, new editorial meetings and a new approach that we think will ensure we’re always doing the highest quality work possible.

We think we may have finally addressed the daily tension by being more proactive for how we schedule our big projects and investigations. Weeks now may have themes or our stories might roll out each day in a way that we’ve actually thought about in more depth.

We’re going to emphasize the most compelling stories and get rid of some of the practices that have often led us to produce work without the impact, reach and legacy that we want.

This is just internal news that won’t matter to many of you. But it’s coming with a re-organization of sorts that I wanted to make public.

To oversee the change and the new system, I will take over the role of editor in chief. My official title will be CEO/editor in chief. Mary Walter-Brown has been promoted to COO/publisher. She will have a broad portfolio of responsibilities — everything from making sure we have enough money to managing our internal culture.

Managing editor Sara Libby and I are going to partner on this editorial process. Her skills as a manager and editor are making these big plans possible.

My value is in storytelling and creating editorial products, and I felt like we finally have a system that will allow me to focus most of my effort on those things.

We have had a very successful fundraising year and to me that means we need to have a great 2015. That’s what these changes are about and I look forward to rolling them out in coming weeks.


    This article relates to: News, VOSD

    Written by Scott Lewis

    I'm Scott Lewis, the editor in chief of Voice of San Diego. Please contact me if you'd like at or 619.325.0527 and follow me on Twitter (it's a blast!): @vosdscott.

    Bob Stein
    Bob Stein subscriber

    Here are 11 suggestions for developing impact, reach and a legacy…

    Who is your audience?  Your name says it’s everyone who lives within your reach.  But no media outlet is all things to all people.  It picks an audience and reflects their needs.  The UT markets to faith, family, flag and football San Diego.  Because of its affiliation with NPR and the likes, KPBS markets its news to liberal minded professional San Diego. City Beat is for the greater North Park area hipster and those who aspire to be.  Who is VoSD for?

    Start marketing yourselves to your intended audience.  Posting an ad that says “We need $25,000 in 24 hours,” is not marketing.  Marketing includes figuring out attention getting and sustainable ways of attracting readers, which assumedly leads to more donors.  It demonstrates your value.  VoSD thinks its product speaks for itself.  It doesn’t.

    The “conversation” doesn’t work.  Just because technology enables reader comments, doesn’t mean you should.  VoSD should accept that it’s some form of an online news publication and not a new age platform facilitating democracy.  If you do the first one right, the second will follow; plus, editorially pandering to the “conversation” affects how you construct stories, repeat and recast stories and then do stories about reader reaction to stories.  You’re talking to yourselves.

    Cover the how and why, not the what, when and where.  This lays the groundwork for long form journalism, which is non-existent in San Diego and a niche you can fill.  It will lead to fewer but more interesting stories.  It will attract the kind of engaged reader you crave, make you unique and position you as a clear alternative to other local media.

    Start publishing real editorials.  VoSD needs an institutional voice, otherwise it’s not a journalism business or brand.  Stop hiding your opinions behind sporadic blogs of individual writers.  In today’s New York Times media industry reporter David Carr says in a story about disruption in the newspaper business that the Times will always be bigger than any one individual….” Take his advice and turn VoSD into something more than a mom & pop shop.  San Diegans deserve more than just the crassly partisan opinion of the UT framing every debate. 

    Pick some story categories and stay with them beyond the reporter of the month.  It seems that whenever a staffer resigns or is fired, so goes the subject they cover.  It also seems some subjects or reporters just disappear; sometimes with comment, other times without.  Inconsistency erodes your credibility as a source for information. 

    Publish a professional product.  Stop using the same photographs over and over.  Use photographs that relate to the story.  Use interesting photographs.  Caption every photograph you use.  Stop using charts that look like they were made by someone new to Excel.  Take down the member photos that have been on your home page for years.  Reader submitted opinion pieces are called by four names: commentary, opinion, voices of San Diego and Fix-It.  Pick one.  Attention to detail brings a level of professionalism that increases your credibility.

    Speaking of reader opinion pieces…These were once frequent, now one or two show up every two or three weeks.  What happened?  And how come few people of any importance publish opinion pieces on your site?  Plus, what about the good writers who already write for you?  The weekly sports guy disappeared.  So did the guy who wrote about the start-up world, and the soccer mom. There are also frequent commenter’s who put across interesting ideas on subjects about which they know plenty. Turn them into contributing writers.

    Become a place where local academics aren’t embarrassed to publish.  Every week the best print outlets in America publish pieces from scholars, across all disciplines, written in easy to understand English, not academese.  Nothing like this exists in SD. Is there really no market in SD for intelligent writing on subjects of local interest?

    Give creative writing San Diegans a place to publish their work.  Great print media outlets also publish poignant personal pieces written by everyday citizens about their everyday lives.  Where does writing like this show up in San Diego, if at all?  Give these writers a place to speak.

    Make winning a Pulitzer Prize a top priority.  There is a prize for an enterprise your size. Wining will be a game changer and give you instant credibility and fame.  Getting there will yield stories that attract readers, donors and talented employees.  There are winning stories in San Diego.  Go after institutions, ideas and individuals that are considered beyond reproach.

    BobbyRich subscriber

    Here's my suggestion, hire "@Arizona Bread" to do everything above. As a former resident of A.F.C. I was unaware of the existence of VoSD until seeing it on

    msginsd subscriber

    Seriously, the problem isn't your schedule.  You need new, credible contributors, and a focus on relevant news without the repetitive stories on "stories".  Is this about VoSD, or you? 

    James Weber
    James Weber subscriber

    Hope you get some better freelance contributors.

    msginsd subscriber

    @Randy Dotinga @James Weber He may be trolling, but he's spot on.  Randy, you're not good.  Anybody can compile links for the morning report, but your attempts at being funny fall flat  You're not funny.  Reading the morning report is painful.

    Bill Bradshaw
    Bill Bradshaw subscribermember

    I'm hoping that the changes will bring about a greater emphasis on in-depth investigative reporting on what's happening at city hall and the county admin center.

    Mandy Barre
    Mandy Barre subscriber

    Best wishes on the changes.

    Joe Jones
    Joe Jones subscriber

    All good except for the failure to say sayonara to our walking cliche, Sara the Liberal. But what the hey--every so often a wannabe 1975 retro-feminist makes me feel nostalgic.

    Gayle Falkenthal APR
    Gayle Falkenthal APR subscriber

    I'm enthused about these changes and look forward to the new approach by a terrific group of journalists.

    David Cohen
    David Cohen subscriber

    Try to be less repetitive/duplicative with how you cover a specific issue.

    Mark Giffin
    Mark Giffin subscribermember

    One of my mentors once told me that I spent too much time working in my business and not enough time working on it.

    All the Best on working on VOSD

    Don Root
    Don Root subscribermember

    Looking forward to good things in 2015!