Forget journalistic objectivity, USA Today told its editorial team. The newspaper is asking reporters to pepper their writing with personality and offer unique perspectives to news, Publisher Larry Kramer said.

“We went to the staff and said, ‘You know, for 30 years you’ve been told to write the same way,’” he said at the Ad Age Digital Conference last week, Alex Kantrowitz reported. “We really want you to have a unique stand on how you write.”

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