Meet 10 Storytellers—and One Team—Taking a Fresh Approach to Content

From The Atlantic to Google Brand Studio, these media innovators are honored in Adweek Creative 100

Let’s face it: There’s a lot of great content out there. So much to hear, watch and read. If you’re in media, how do you make your content stand out? These 11 innovators are showing how.

Dave Jorgenson
TikTok creator and video producer, The Washington Post

What he does: Jorgenson’s role is nestled among the worlds of journalism, promotion and cheerleading. He shows readers and TikTok users “what makes The Post great” through viral videos that mix an accessible Dad-jokes sense of humor and newsroom visuals with popular TikTok trends, challenges and sounds. He thinks of himself as the paper’s “tour guide.”

Numbers guy: Jorgenson’s got half a million followers on TikTok, and his videos have garnered 23 million likes. So while he may not be breaking news on the popular platform, he’s serving the paper’s mission to build a new, much younger audience.

Silver-lining playbook: At a time of great turmoil, Jorgenson is nevertheless determined to highlight moments of happiness and levity. “I’m very aware of my naïveté in wanting to find the positive in people and things,” he says, “and I’m intentionally clasping to that, despite the world’s best efforts.” —Scott Nover

David Haskell
editor in chief, New York

A year to remember: Haskell has only been at the helm of New York magazine for a year, and it “corresponded with an astonishing, unprecedented flood of news: impeachment, [Jeffrey] Epstein, a presidential primary, a pandemic, an economic collapse.” On top of that, the magazine, which includes verticals The Cut, Grub Street and Vulture, was bought by Vox Media in September. “You learn to surf the wave,” says Haskell. “I have been enormously impressed and proud to see how resilient and flexible our magazine can be.”

The long of it: “Long-form journalism is, for New York magazine, one of the hallmarks of our journalism and one of the biggest reasons our readers love us,” Haskell says. “I’d be publishing lots of it in any environment, because it is the building block of the magazine I know I want to make. But fortunately, it also makes a strong business case for itself, as our digital subscription business becomes an increasingly important business line for the company.”

Feat of clay: Haskell also owns a whiskey distillery and dabbles in ceramics. “They are both creative projects, one collaborative and the other solitary, one more commercial and one more artistic,” he says. “Editing a magazine is all of those things, and sometimes it helps to unlock a problem or brainstorm a project if I’m chatting with the distillery staff or I’ve got clay in my hand.” —S.N.

Bon Appétit Test Kitchen Team
Condé Nast

EDITOR’S NOTE: Since Adweek interviewed the Bon Appétit team, including editor in chief Adam Rapoport, and published this story, the Condé Nast-owned magazine has been at the center of a controversy involving allegations of unfair practices by Rapoport—who was also shown to be wearing brownface in a 16-year-old photo. Rapoport resigned from his position on June 8.

Kitchen confidential: Working from home during the pandemic, the Test Kitchen Team is out of its natural environment—the culinary Shangri-La at Condé Nast HQ stocked with seemingly limitless ingredients, supplies and kitchenware. But they’re maintaining a certain taste level nonetheless. “We plan more, shop less and, ultimately, cook better meals,” says Adam Rapoport, editor in chief of Bon Appétit. “We are far more resourceful and creative than we were three months ago.”

Finding inspiration: “I am not creative when I’m happy, so these bleak times have actually caused me to turn it up a level,” says assistant food editor Sohla El-Waylly. “My advice to anyone who’s struggling is just get started on something. Once my hands start moving, my brain usually catches up and we end up there together.”

This story first appeared in the June 8, 2020, issue of Adweek magazine. Click here to subscribe.

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