Storytelling with a global audience in mind

By Jake Kreinberg

Our vice president for U.S. news discusses how the coverage and the promotion of news can change when thinking of international viewership.

Editor’s note: We spoke with The Associated Press’ vice president for U.S. news, Brian Carovillano, about the importance of understanding audiences from around the world when assigning and editing stories from the States. To hear other perspectives from this series, click here.

How do you tell stories with a global audience in mind?

Brian: Our customers and the relationships that we have in Asia, one of the most valuable things to them is AP’s footprint and our presence in the United States. So now that I’m the managing editor for U.S. news, it’s very important for me to understand that the audience for the content that we produce in the States doesn’t end at the borders of the U.S.

There’s just as much interest in Japan or South Korea or Australia. It causes us to think about how we cover the United States, to think about an audience that’s way beyond where the news is happening. You would write a story differently, you would select your images differently – you’re thinking about a global audience for your story.

So how we present that story to an international audience might be different from how we present that story for a domestic audience.

Jake Kreinberg

Jake is the text and multimedia product manager at The Associated Press and the former editor of Insights. He previously covered college sports as a reporter for AP and helped design its multi-year strategic plan. Have feedback about the blog? Contact us at

insights, strategy series 2015