Episode 121: Emily Sweeney

Emily Sweeney: You know, I'm a little bit different than everybody else, but nothing too crazy. Well, maybe sometimes crazy. Uh, and I think people got a kick out of seeing a professional journalist at a mainstream, you know, news organization telling a news story with. With an accent. And I just so happen to be wearing a tracksuit that track jacket that day.

Dan Kennedy: Welcome to what Works, a podcast about the future of local news coming to you from Northeastern University School of Journalism and the center for Transformative Media. Hi, I'm Dan Kennedy.

Ellen Clegg: And I'm Ellen Clegg. Today's guest is Emily Sweeney of the Boston Globe. As the Globe's first social video journalist, Emily broke through the clutter on TikTok, YouTube, um, Instagram, and other platforms. And I believe it's thanks to her

Dan Kennedy: authenticity and thanks to the tracksuits in multiple colors and the Boston accent honed on the streets of Dorchester, which is a neighborhood of Boston, if you're not from around here and don't know our geography. Not to mention her skills as a reporter. Sweeney also writes the Globe's Blotter Tales column, which is published in the Metro section every Sunday, and Cold Case Files, a regular series and newsletter about unsolved murders.

Ellen Clegg: Emily is ofd, as they say. That means originally from Dorchester, which means she knows the locations of all the Catholic parishes and all the Dunkin Donuts franchises. She graduated from Boston Latin School, where she made history as the first girl ever to play on the boys varsity ice hockey team, and Northeastern University, where she played on Northeastern's um, championship winning Division 1 women's ice hockey team.

Dan Kennedy: Emily broke through in March when she reported on the break in at a mansion in Beverly, Massachusetts. She became an Internet sensation. She's since been featured on many TV and radio programs and networks, including the Tamron hall show, the Today Show, BBC Radio, and npr. Later on in the podcast, I'll have a quick take about NJ Spotlight News, a website and a newscast that covers politics and public policy in New Jersey. It's also featured in our book, what Works in Community News. Spotlight was in danger of being seriously downsized after Donald Trump and the Republican Congress zeroed out funding for public media. The state of New Jersey, facing a budget crisis, cut its public media subsidy as well. Now, though, it looks like there's good news to report.

Ellen Clegg: As I'll explain, my quick take is on a comprehensive investigation into a Trump donor named Tim Barnard. Barnard Construction, which is in Montana, has received billions in taxpayer dollars to build the border wall in the Southwest. The story was reported by the nonprofit High Country News in Colorado, and republished by another nonprofit news site, Luminaria, in Arizona. It's a strong example, Dan, of how a national story can be localized. But now let's hear from Emily Sweeney. Emily, your rise to social media fame began on March 31, when you recorded a vertical video about a masked intruder who broke into a mansion in Beverly, Massachusetts. Those of us who know you well were not surprised by your track suit or your Dorchester accent, but you created an Internet sensation. You wrote that it had been viewed more than a million times by the next day. So can you talk a little about what it was like to realize that you'd gone viral in a good way?

Emily Sweeney: Yeah. It still surprises me, Ellen, I gotta say, sometimes. Like, I've watched the video again, and I'm like, wow, it just seems totally normal. I don't understand. But, um, apparently, you know, people got a kick out of my accent, and I think it just so happened to be, like. Certain words like, like intruder, um, and caretaker, ah, were used in the story a lot. And I. And I think just my accent came out a little, you know, more than usual, I guess, uh, just because of those, you know, the word choice. Yeah. So it's been absolutely surprising and, um, but. But also really awesome and refreshing just to see how positive, like, everybody's feedback has been.

Dan Kennedy: The bit about the accent is funny because, you know, I grew up around the Boston area myself, but I was from southeastern Massachusetts, Middleborough. And the accents are completely different. You only have to go a few miles in Massachusetts, uh, to hear something completely different. And sometimes if I'm in another part of the country, people will say, why don't you have a Boston accent? It's like, it's because I have a southeastern Massachusetts accent. You've since recorded plenty of other videos, and you were recently given a new title. You're the Globe's first social video journalist. So please tell us about what you're

Speaker D: doing in that new role.

Dan Kennedy: Other than what we've seen on TikTok and Instagram.

Emily Sweeney: Yeah. So I think it just struck a nerve with people, you know, at the Globe. You guys know me. I mean, I've always dressed, like, a little bit different. You know, I'm a little bit different than everybody else, but nothing too crazy. Well, maybe sometimes crazy. Uh, and I think people got a kick out of seeing a professional journalist at a mainstream, you know, news organization telling a news story with. With an accent. And I just so happen to be wearing a tracksuit that track jacket that day. I think, because we have, like, two extremes a lot of people, I think are exposed to you. They have like, tv, you know, broadcast news, very professional, button down, polished. Or you have more amateur style, like on TikTok, which a lot of people are, you know, getting their news from today. And so I think I kind of clashed. I was like, kind of, you know, uh, and I don't think a lot of people had seen that before. And um, I think, you know, that's part of the reason maybe why it resonated with people and why people are commenting so much about, you know, it's just been amazing to see the interest in the news in the Globe. You know, I gotta say, it's been like the, like the best thing to hear because, you know, over the past few years especially, you know, I'm sure you guys know, like, you know, the mainstream press and like legacy media organizations have you know, really kind of taken a hit, you know, from, from a large, like, swath of the public. But this, for some reason, um, has really opened up, I think, a lot of new, ah, audience for the Globe. And I'm really excited just to have been like a part of it.

Dan Kennedy: Well, actually, uh, what you're saying leads right into my next question because the Globe's business model is basically converting people into paying subscribers and you're making free videos. So talk a little bit more about your role in establishing a relationship with your social media audience so that you can entice at least some of them into signing up for a subscription.

Emily Sweeney: Yeah, so basically I'm still writing my Blotted Tales column. I'm still doing the, um, Cold Case Files for the Globe, but the rest of my workday is spent for focusing on, on video. And what we're doing is just trying to get more Globe stories on social media platforms like, you know, TikTok, Instagram, YouTube and yeah, and it just uh, attract like, new audiences, different audiences. People like that, you know, maybe normally won't, wouldn't subscribe to the Globe. Maybe people who haven't like, heard of the Globe, like just kind of expand our audience and I think that is definitely needed and it's a good thing. And I, you know, with how people are consuming news these days, you know, a lot of these platforms, I feel like, you know, have kind of taken over the way people consume news, you know, and uh, people are swiping like on TikTok, you know, and I think we need to like, meet people where they are. I'm sure you guys have heard this before. You know, I think it's totally true and you know, and it definitely can't hurt. You know, it's like almost like free advertising for the globe, like, you know, worst case scenario, you know, and we're exposing, like, people to the great journalism that we do. I think I've. I've been surprised at how, um, well, it's gone. You know, I've done, like, a lot more videos, and the engagement has been really high, you know, especially compared to, like, you know, some of our previous videos. And we have a lot of people coming back. I, I mean, I get a lot of messages. Again, I haven't seen, like, statistics or, like, data points yet, but I mean, I have anecdotal evidence of people just messaging me with, like, you know, sending me pictures of the printed globe, saying, I subscribe now. Um, just, you know, lots of questions about the globe from all over the world, like Australia, like Guam, like, you know what I mean, Like Texas. So, you know, I, I think it's definitely, definitely a good thing. And so, so basically that's my new job, is to try to get adjournalism onto, um, these social media platforms. And we've been doing this already. Like, I don't want to make it sound like, you know, this is like, brand new for us. I mean, we've been doing this type of video and vertical video for a while. Um, and we all other reporters, just like me, appearing in the video that went viral, you know, will appear on video from time to time and talk about the stories we're working on. And we want to, like, make sure it's not going to be like the Emily Sweeney show, like, takeover. Like how, like, we're making sure that we're, like, other reporters are like, you know, involved and, like, having me kind of pop up in their videos and, and try to, I don't know, just like, build audience, you know, if that makes sense.

Dan Kennedy: I'm proud to say that you're a Northeastern graduate and that you played hockey for us while you were here. You were also digital way back before most journalists had even heard of it. I remember bringing you in as a guest speaker to tell my students about digital storytelling. And this wasn't recently. This was maybe 15 years ago. Why do you think you had that insight so early? Do you. Do you think your colleagues have finally caught up with you?

Emily Sweeney: Well, you know, one thing that came up a lot, uh, in some of the comments, I mean, lots of things came up, but were people like, emily Sweeney deserves a raise, you know, And I would respond to all these people and tag the Globe being like, my editors I hope you are listening. You know, and I think a lot of people saw that. Number one, they thought it was funny, you know, and number two, just like me, I thought it was true. It is true. Like, I. I was hoping my editors are reading this and, you know, I think, like, these days you don't have to say, like, you know, buy this now. Like, I. I have a feeling people like seeing that. Like, you know, people, like, people started, like, thinking, like, let's support the journalism now. Again, I don't know how, like, many subscriptions we've gotten since then, but I do know the awareness level for many people that were watching these videos. I think it rose, like, hey, like, how do. How does a journalist get a raise? You know, like, we should support this person. It might be just them liking it and reposting it. Um, but again, that does help spread the word. And, um, I think that's like, you know, Will, like, played a part and just like, on the broader thing, I think when people get used to, you know, familiar faces, right. If I become a familiar face at the Globe, if other reporters, even better become familiar faces at the Globe. And then we interact. Not like it's entertainment, but it's like real life. And if we can get people kind of, like, hooked. I don't want to say like, reality show, but kinda, you know, like, people come back like, oh, hey, that's so and so. Oh, hey, like. And then I think that's how you build loyalty and trust.

Ellen Clegg: Yeah, trust is key. And Emily, actors have tried for years to capture the Boston accent in movies with mixed success. You're the real deal. Do you think the way you talk helps get across the message that the Globe is a local news organization aimed at a local audience? At a time when it seems like the most successful media outlets are national, how does that play into the search for something real and authentic?

Emily Sweeney: Uh, yeah, Ellen. No, I think you nailed it. I think, you know, people here in, like, a Boston accent, you know, just talking about the news suddenly, you know, it makes it a little bit more real. Like, it sounds like maybe a lot of people have said, like, you sound like a friend telling me this over a beer or something, you know, or a coffee. And which I, you know, which is, I think is great. And that's how I've always, you know, do doing interviews in the street. Like, man on the street. I love doing man on the street interviews. And, um, I think that's just how I roll naturally. Yeah. No, and again, it's just great to see that people Just been so positive about the Globe and what we're doing and the videos that I'm doing. I never, never expected it would have been like this. It's really cool.

Ellen Clegg: You know, news outlets, especially newspapers, are constantly looking for ways to appeal to a younger audience. And you found a way to do that. Dan was telling me before this conversation that his students love your videos. You've been at the Globe, as you mentioned, for nearly 25 years. You're not as old as we are. No one is really. But you're not, uh, a 20 something either. So why do you think you're able to connect with a younger audience in a way that many of your generational peers haven't figured out yet?

Emily Sweeney: Well, you know, I was like online, I feel like for as long, like as long as I can remember. But you know, I. When I first came to the globe, right. 2001, I was on social media. Back then it was like called a platform called LiveJournal. And I remember having conversations with my editors. They're like, what, you're posting a link on this forum, like, you know, and I was trying to explain, like, you know, I'm not like giving away like stories or scoops. Like, I'm just looking for feedback and actually just using social media like how we do now, you know. Um, but that was like. I also like started uh, making videos when I'd go report stories. And um. And that was like back in 2005, 2006. And uh, yeah. And so I've always been into social media and videos. So I've been telling everybody, I'm like, this is like my dream come true. Like, uh, it's uh, you know, it's not like I've, you know, I've never like, done this stuff before. Like, but so it's, I guess, you know, it's just all kind of like working out, like kind of later than I thought. That's a good question. I mean, I don't know. I think I feel like young at hot, you know, like, I still like have a skateboard and the trunk of my car, you know, uh, and you know, have street hockey sticks in my car just in case when I have a car. Actually my car just got totaled on Stero Drive recently. So at the moment I don't have one, but usually. And I think just, you know, being on social media and being like comfortable on it, you know, like making jokes and like, if you're talking to like digital natives, you know, I think that only helps. So I'm not really sure I'm glad to hear that, though. I'm so happy.

Dan Kennedy: And finally, our final question, which we ask all of our guests. What do you read, watch and listen to? And is there someone who's doing what you're doing, who you could cite as someone you admire and look to as a model?

Emily Sweeney: What do I read and listen to? You know, I listen to a lot of Bloomberg radio, financial, like, news. Uh, I like reading Bloomberg and the Wall Street Journal. Not that I have, like, money to invest, but I think someday I'll be ready. Um, I listen to. I listen to a lot of house music actually. And, um, I'm trying to think what else. Oh, and, and so as far as, like, you know, people doing what I'm doing, the only part I've been so focused on just like, making videos for the Globe, I haven't really, like, looked elsewhere for, you know, inspiration, ah, or anything. We have, like, a huge list of ideas we're still going through. But Heather Morrison at Mass Live, um, it's funny because, like, right before my video went viral and right before her job became even more full time into video, we both sat on a panel up in New Hampshire at the, um, at the NUNPA conference. And we're talking about, you know, social media and video and all this stuff. And then the next thing you know, like, right around the same time, like, she became like, even more from, from what I understand, um, you know, she's on the nest, lives, videos, like now, like a lot, like, kind of doing the same thing that I'm doing. Kind of like being like the host that kind of, that guides you through the journalism, gives the headlines of the day, may pass it off to another reporter, you know, um, so that's been really cool to see. Uh, you know, Heather's been doing an amazing job at it, like, you know, longer than I've been doing it. So.

Dan Kennedy: By the way, for our listeners, MassLive.com is a Massachusetts news site that is, it's attached to, but is not really part of the Republican newspaper of Springfield. Uh, anyway, thank you for coming onto our podcast. We've been talking to Emily Sweeney, the Boston Globe social video journalist.

Emily Sweeney: Thanks so much for having me, guys.

Ellen Clegg: Thanks, Emily. Great to see you.

Dan Kennedy: That was great. Thank you so much,

Speaker D: Ellen. It was really great to see Emily. Uh, she is, as I mentioned, one of our star Northeastern graduates, or should I say star. Um, and as I also mentioned during our interview, uh, back in the day, I had her come in a few times to talk to my, uh, students about digital storytelling, which was barely a thing back then. Uh, but Emily was all over it very early. Uh, and it just seems like she's just kind of kept her head down and done her job and done her Blotter Tales column and the Cold Case Files and her books about true crime. But I hadn't really thought of her as a digital storytelling star, uh, for a number of years until now. Once again, she's just suddenly burst out front and center as just a real leader in this field. And I think it's really good for the Globe because she's essentially an ambassador for the globe to communities that are very online in ways that the Globe audience traditionally is not. So. So it'll be interesting to see how this, uh, social, what are we calling it, a social video journalist gig pays off.

Ellen Clegg: Yeah, absolutely. And she combines old fashioned shoe leather reporting. She's very approachable. She is out on the streets, she's making the phone calls, she's looking at documents with these new tools. And so it's exciting to see where this takes her.

Speaker D: So now it's time for our quick takes on developments in local news. NJ Spotlight News is an innovative hybrid. It's a website that covers politics and public policy in New Jersey. And in 2019, it merged with NJPBS. So Spotlight is not only a digital news source, it's also a half hour daily newscast. Last summer, though, Donald Trump and the Republican Congress zeroed out funding for public media. The state of New Jersey, facing its own budget crisis, imposed deep cuts as well. So all told, NJPBS was cut by more than $2.2 million. There was talk that the TV service might have to move to YouTube only and that news coverage would have to be cut way back. Well, there's good news. Montclair State University center for Cooperative Media will be taking over njpbs, guaranteeing that its four broadcast television stations will stay on the air and that will include a daily newscast. It's not entirely clear yet what is going to happen to the NJ Spotlight News website since technically it's still part of WNET in New York. It's complicated. Uh, it's more complicated than I need to explain here, but WNET has been operating NJPBS up until now. Carrie Brown of Montclair State told me on Blue sky that talks are ongoing and that she's in touch with John Mooney, the founder and executive director of Spotlight. John, who's in our book and has been on this podcast, wouldn't comment beyond saying that he's hopeful.

Ellen Clegg: Well, there was a time when we hoped that public media might prove to be one of the solutions to the local news crisis, at least at the state and regional level. So what does this say about those hopes?

Speaker D: Yeah, I remember when our friend Thomas Patterson of the Harvard Kennedy School wrote an entire paper about how public media could, uh, step up to help with the local news crisis. Unfortunately, I think Donald Trump and the Republican party have ensured that public radio and television stations will be hamstrung for many years to come. In New Jersey, no one is talking about doing more. They're talking about saving as much as they can of what is already there. NJ Spotlight News is a vital source of news and information, not just on the web, but on TV as well. My fingers are crossed, but I'm relieved

Dan Kennedy: that a solution appears to be at hand.

Speaker D: And I guess expansion will have to wait for another day.

Ellen Clegg: Dan, for my quick take, I want to flag a terrific piece of investigative reporting that doubles as a case study in how the nonprofit news ecosystem is supposed to work. High Country News, which is based in Colorado but fields about 30 journalists throughout the west and Southwest, has the story. The subject is a construction company that most people have never heard of. It's called Barnard Construction. It's out of Bozeman, Montana. Founder Tim Barnard likes to tell the story of how he started Simply with just $1,000, a couple shovels and a pickup truck. What the company website doesn't advertise is that it's quietly become one of the biggest winners of Trump's board border wall boom. Barnard Construction and its affiliates have been awarded more than 5.6 billion. That's billion with a B in federal border construction contracts since Trump returned to office. Here's the part that raises eyebrows. Tim Barnard and his wife have given millions over the years to Republican candidates and causes, including more than a million bucks to Trump's perspective, presidential campaigns. And the contracts aren't exactly textbook procurement, Ellen.

Speaker D: Billions in taxpayer dollars, a major Trump donor, and a no bid contract. This sounds like a national investigative blockbuster. So why are we talking about it on a local news podcast? Do you think the story is going to get the national pickup it deserves? Unfortunately, as we know, when local news outlets break a huge story, national media sometimes look the other way rather than acknowledge that they got beaten or they bigfooted without giving any credit to the locals.

Ellen Clegg: Yes, there's definitely the danger that, uh, one of the Bigfoot legacy media organizations parachutes in and scoops it up. But here's why it's important and why it's, um. On our podcast, the reporting was done by High Country News, which is a reader supported nonprofit magazine based in Paonia, Colorado. It's covered the west since 1970. It's got about 30 reporters. HCN reporters scrubbed federal spending data and FEC records and then made it free to pick up. So AZ Luminaria, a smaller nonprofit newsroom in Tucson, republished it and sharpened the Arizona angle for its own readers. It's a powerful model, one that we hope to see replicated. One newsroom does a deep data driven investigation and then others pick it up, localize it, and it continues to land punches.

Speaker D: And that's it for this week's show. Thanks for tuning into this discussion of the state of media past, present and future. You can leave a news tip, comment or suggestion on our website at, uh, WhatWorks News.

Dan Kennedy: That's where you can also learn more

Speaker D: about our book, what Works in Community News. And please rate us at Apple Podcasts.

Ellen Clegg: Our graphics are by Alison Booth. Our music is by Promiser, courtesy of Lucas Wilson. You can find Promiser on Apple Music and you can find us on Apple Podcasts and other platforms.