Audience Development Editor

News Raleigh, NC


McClatchy and The News & Observer are seeking a leader with a passion for coaching, collaborating and experimenting to help grow and diversify our readership through powerful, relevant journalism in the Raleigh and Durham region. 

The Audience Development Editor based at the News & Observer is part of a team of news audience experts working with our 30 newsrooms to ensure that our journalism reaches readers and has an impact in our local communities.

You’ll lead a team in Raleigh that collaborates with News & Observer and Durham Herald-Sun editors and reporters on the tactics for growing and engaging audiences (social, SEO, newsletters, distribution platforms) and collaborates with McClatchy’s marketing teams to provide differentiated experiences for our subscribers. You’ll be an innovator in the newsroom, and lead data-driven content and distribution experiments in partnership with reporters, editors and McClatchy’s News Analytics team.

This position is based in the Raleigh, North Carolina, area. 

This role requires an editor with strong management skills and a background in audience-focused writing, editing and storytelling.

You’ll provide guidance to editors and reporters on everything from headlines to story format to social distribution, as well as video and audio presentations. You’ll help set goals that will give direction to the Audience Development Team in growing and retaining audiences. 

The Raleigh-Durham region is among the fastest-growing metropolitan areas in the nation. Known as the Triangle, the area is home to major universities, state government, numerous corporate headquarters, and fast-growing startups. Our journalists work in communities with vibrant choices for foodies, arts and music lovers, and outdoors enthusiasts.

The N&O-based Audience Development Editor reports to McClatchy’s Senior Editor for Audience Growth + Development.

Key responsibilities:

  • Lead an audience development team in the curation of newsletters, digital reach strategies such as headline writing, SEO and social media, and innovative audience projects. 

  • Collaborate with McClatchy newsrooms and teams to create strategies that lead to audience growth and subscriber loyalty.  

  • Train newsrooms on how to regularly discover and grow new audiences while creating subscriber experiences.  

  • Coordinate with editors producing high-impact journalism projects, ensuring that they put their audience at the center, from the idea phase onward, and employ innovative distribution tactics to reach the right audience at the right time.

  • Implement engagement strategies that focus on building community conversations. 

  • Regularly analyze performance data via and Adobe Analytics to improve audience development strategies, and give feedback to your team and your newsrooms in daily meetings. 

  • Develop strategies to experiment, increase audiences and improve subscriber experiences, including popup newsletters; subscriber experiences and outreach.


  • 5+ years of audience experience, preferably in a digitally focused media organization

  • Reliable news judgment

  • Experience in a leadership role

  • Must work comfortably in a job that will be fast-paced, data-driven, shaped constantly by feedback and experimentation

  • A proven track record of growing and engaging audiences and subscribers

  • A deep understanding of social media best practices and newsletter strategies

  • A way with headlines and an understanding of what works on different media platforms

  • An ability to work collaboratively on projects ranging from podcasts to enterprise stories. 

  • Experience with analytics platforms

  • Reporting and editing experience a plus

  • A demonstrated ability to learn new skills

  • Occasional travel may be required

  • Must have reliable transportation.  Must have valid driver’s license and vehicle insurance required (at least minimum insurance required for the state in which the employee works).

Please include a cover letter with your application.


McClatchy is committed to providing equal employment opportunity (EEO) for all applicants and employees. McClatchy considers all candidates without regard to basis of race, color, religion, sex, national origin, age, marital status, sexual orientation, ancestry, medical condition, family care status, pregnancy or physical disability (except where physical fitness is a valid occupational qualification), or any other basis protected by state and federal laws.