According to internal documents provided to Wired News and interviews with key executives, Gannett, the publisher of USA Today as well as 90 other American daily newspapers, will begin crowdsourcing many of its newsgathering functions.
...The initiative emphasizes four goals: ....use crowdsourcing methods to put readers to work as watchdogs, whistle-blowers and researchers in large, investigative features.
"We've already had some really amazing results with the crowdsourcing element of this," said Jennifer Carroll, Gannett's VP for new media content. "Most of us got into this business because we were passionate about watchdog journalism and public service, and we've just watched those erode. We've learned that no one wants to read a 400-column-inch investigative feature online. But when you make them a part of the process they get incredibly engaged."
...Maness [Gannett VP for strategic planning of news and one of the chief architects of the project] asked the News-Press to employ a new method of looking into the complaints. "Rather than start a long investigation and come out months later in the paper with our findings we asked our readers to help us find out why the cost was so exorbitant," said Kate Marymont, the News-Press' editor in chief.
Readers spontaneously organized their own investigations: Retired engineers analyzed blueprints, accountants pored over balance sheets, and an inside whistle-blower leaked documents showing evidence of bid-rigging. "We had people from all over the world helping us," said Marymont. In the end, the city cut the utility fees by more than 30 percent, one official resigned, and the fees have become the driving issue in an upcoming city council special election.
....Maness said the experience was so encouraging that Gannett will roll out the new approach in all of its newsrooms. "We're going to restructure everything in how we gather news and information. We'll shift our eyes and ears on the ground from reporters to the crowd."