By Stephanie Zucarelli
New methods of information consumption require designing fresh editorial strategies to ensure user loyalty to news outlets. With new generations of digital natives, communicators must reflect on their careers and how their experience can add value to innovate media structures.
Media Party X invited Aviva Loeb, Subscriber Engagement Editor at The Washington Post, to explore how she landed a recently recognized editorial role that is essential for leveraging the skills of cross-functional teams.
Early in her career, Loeb worked at publications like the Essex Reporter and The Jerusalem Post as an Editorial Content Designer, focusing on designing cover layouts to catch the eye of target audiences. In 2015, she specialized in page design at San Diego Magazine and Exquisite Weddings Magazine, allowing her to study how to engage captive audiences and build reciprocal relationships with subscribers.
Building on her editorial design background, she collaborated with The Arizona Republic and later joined The Washington Post. Beyond conceptualizing content presentation, she began applying her talent to devise creative strategies aimed at fostering active relationships with audiences.
During her Media Party X keynote, Loeb discussed how she pivoted her design career and capitalized on it through analytics journalism. Her talk, “How to Pivot,” illustrated how she navigated a radical shift in her communications career and gained insight into the types of content that drive audience retention.
Your skills are valuable and will transfer in ways you don’t expect, even when deciding to change directions in your field. I never thought I would bridge cross-functional teams, but the network of designers I worked with helped create that,” said Aviva Loeb in her talk “How to Pivot.”
To learn how to participate in Media Party X, visit mediaparty.info.
