Ringier’s editorial advisor says the next editors-in-chief might come from audience development

As Ringier rethinks what its future newsrooms should look like, a provocative idea is on the table: future editors-in-chief might come from audience development, not traditional journalism. 

The idea is being pushed by Dmitry Shishkin, the Swiss media group’s editorial advisor. Earlier this year, he stepped down as CEO of Ringier’s international division and has since been advising the company on how to rebuild its editorial structure for the next era.

Naturally that involves leadership. And in his view, it will look less like front-page gatekeepers and more like system designers, or people who can orchestrate participation, analyze audience needs and translate those insights into editorial priorities. 

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