I once asked Dan Fink, managing director of Money-Media, if he's transparent with his staff. He said that, "when it comes to how the business is doing, yes. It creates accountability and keeps people on the same page."
The Milwaukee Journal Sentinel recently adopted that transparency—meaning they emphasized to the newsroom that growing their subscriber base is the responsibility of everyone—and put their journalists on the frontlines of social media, writing about their work, how they do it, and most importantly, asking for people to subscribe.
Sensing that their digital audience was bigger than their digital subscriber base, Rachel Piper, digital news director at the Journal Sentinel, said that leaders there "asked our individual journalists to be ambassadors for digital subscriptions on social media." In an article on the site Better News—a project of the American Press Institute and the Knight-Lenfest Newsroom Initiative&m ...