This is a series on Better News to a) showcase innovative/experimental ideas that emerge from the Knight-Lenfest Newsroom Initiative and b) to share replicable tactics that benefit the news industry as a whole. This “win” comes from Michael Kilian, executive editor, and Cynthia Benjamin, emerging audiences editor, of the Democrat and Chronicle, a Gannett publication in Rochester, N.Y., and Len LaCara, senior content strategy analyst for USA TODAY NETWORK.