26 FEATURES 9 13 Scholarship profile London calling A $1.8 million estate gift Proiles of four Medill grads working FIELD TRIP endows the Helen Louise Hawk in London. Scholarship Fund for undergraduate scholarships. Fifteen students involved with Medill’s 21 new Sports Immersion Program traveled to 10 Q&A Washington D.C. for a three-day peek behind the scenes at some of the biggest media Spiegel Center Elisa All (MSJ95), digital content companies in the sports ield. trailblazer and founder of 30Second Launch Mobile shares her “ah-ha” moment. Medill IMC launches its irst center for digital and database research. 30 Visualization + Facilitation David Sibbet (MSJ67) brings ideas ON THE COVER to life for clients as founder and president of The Grove Consultants Spoon University co-founders International. Sarah Adler (BSJ13) and Mackenzie Barth (C13). See story on page 16. 5 Alumni Quote 9 Faculty News 33 Obituaries 6 Medill News 11 Club Events 36 Keep Reading ... PHOTO BY ARMANDO SANCHEZ 7 Student News 32 Class Notes SPRING 2014 4 MEDILL / FACULTY NEWS 55 ALUMNI QUOTE DIRECTOR OF ALUMNI RELATIONS Belinda Lichty Clarke (MSJ94) GUEST EDITORIAL CONSULTING ART DIRECTOR LETTER STAFF Jessica Parker Gilbert CONTRIBUTING EDITORS Jasmine Rangel The launch of Fuel45, a video advertising company, Kaitlyn Thompson (BSJ11) isn’t my irst go ‘round with a startup. It’s my ifth. FACULTY ADVISER A friend asked me, “Why would you ever want to work at a Charles Whitaker (BSJ80, MSJ81) startup again?” PHOTOS Armando Sanchez Part of it is the adrenaline. Graham Martin Parsonage Mary Lou Song Productions, inc. Every day at a startup is life or death. Nothing is (BSJ91) knowable, or predictable, or certain. It’s a gamble, EDITORIAL ASSISTANTS CEO, Fuel451 and you have to gamble big or just go home because Mallory Busch (BSJ16) everything hangs in the balance. It’s all in your hands, on Chelsea Sherlock your shoulders. (BSJ16) CONTRIBUTORS If ever you wanted to be a super hero when you grew up, startups are for you. If Erin Golden one person drops the ball, YOU have to pick it up and carry it downield. Without (MSJ07) any hesitating. Without any fears. Otherwise, you risk losing the entire game. Mitch Goldich (MSJ14) Erin Kron (BSJ13) But losing is not an option. You just refuse to let that happen, because you’re Liz Logan willing to do the work. To walk on ire. To do whatever it takes to build something (MSJ08) that you love. Something that you believe in. Beth Moellers Melissa Sersland (BSJ10, MSJ10) Part of what I love about startups is the learning. Elliott Smith (BSJ97) “ Every day is college: a new class, a new lesson, a mistake, a discovery. Startups RESEARCH are places to igure things out. To constantly learn. To immerse yourself in the ASSISTANTS experience. To hypothesize and test and test again. It’s art. It’s science. It’s play. Virginia Brown (MSJ11) Angela Kwan (MSJ09) To quote my friend Mary Baglivo, former Chairman and CEO, Americas, for Dan Murphy Saatchi & Saatchi Worldwide, “There’s magic in the mess.” (MSJ11) You’ll gain She’s right. It’s really about the magic. purple-proud And of course it’s messy. But if you’re lucky enough to work with crazy, great people, you know that everything about a startup is worth it. Every day is a clean PLEASE SEND 1845 Sheridan Rd. slate — a chance to build up and build out. STORY PITCHES Evanston, IL AND LETTERS TO: 60208 b-clarke@ connections There are no regrets. There are no limits. No walls. No ceilings. Just pure northwestern.edu potential. It’s magic. That’s why I love startups. of peers and mentors This is my ifth. It may be my last. Then again.... who will ofer good conversation, sound PRINTED BY: UniqueActive 5500 W. 31st St. Cicero, IL 60804 insight and an abundance of opportunities. uniqueactive.com COPYRIGHT 2014 MEDILL CHRISTINA DREHER (BSJ07) (cid:127) Social Media Listening and Analytics Analyst, Accenture PHOTO BY ARMANDO SANCHEZ SPRING 2014 6 MEDILL NEWS FACULTY NEWS/STUDENT NEWS 7 MEDILL NEWS Medill selected six alumni to be inducted into the Medill • Brooke Bailey Johnson (MSJ74), president of Food Hall of Achievement for 2014. This year’s inductees include Network and Cooking Channel. distinguished alumni from advertising, public relations, • Murray Olderman (MSJ47), Hall of Fame sportswriter and investigative reporting, broadcast and sports cartooning. The cartoonist. six inductees are: All six inductees were honored at a ceremony on Thursday, • William Eaton (BSJ51, MSJ52), Pulitzer Prize-winning May 15, at the Chicago History Museum. journalist and posthumous inductee. • Mary Pat Flaherty (BSJ77), Pulitzer Prize-winning journalist, Alexandra Robbins won this year’s John Bartlow Martin investigative projects editor at The Washington Post and 15 Award for Public Interest Magazine Journalism. Her winning years at The Pittsburgh Press. story “Children Are Dying” was published May 22, 2013 in • Howard Geltzer (BSJ58, MSJ59), CEO of Geltzer & Co., Washingtonian magazine. “Children Are Dying” reports on public relations. the nationwide shortage of nutrients essential for premature • John Gerzema (MSA87), CEO BAV Consulting and best- babies and other patients. Look for a special Medill awards selling author. supplement to be mailed in July. STUDENT NEWS IMC students Christina Marie Kellman (IMC14) and Grant Matthew Connor (BSJ16), Carlin Sack (BSJ15) and Aric Watson Jones (IMC14) were the irst two students to DiLalla (BSJ16) were selected as the irst Medill students successfully earn degrees in the IMC Online program. to study at NU-Q. The three will spend the fall on the Doha Jones, of New York, and Kellman, of Los Angeles, received campus, taking journalism, communications and liberal arts their diplomas on March 31 and were invited to join other classes. They will live in NU-Q housing and, after their classes graduates in June at Medill’s Convocation. With more than 90 are complete, go on a one-week post-program trip. Medill students in the program, Jones and Kellman represent a landmark moment for the IMC Online program. Assistant Professor Brent Huffman’s documentary students Corinne Chin (MSJ13), Fabiano Tresbach (BSJ13), and Five of the 19 students who were awarded Eric Lund Global Matthew Rhodes (MSJ14) won irst place at the Illinois Press PHOTOS BY ANNABEL EDWARDS (BSJ16)/THE MEDILL JUSTICE PROJECT Reporting and Research Grants last year presented their Photographers Association for “Flipping the Script.” They Tia Del Prete hugs her mother, Jennifer Del Prete, just before they enter Cracker Barrel where Del Prete ate her irst steak since 2005. work on January 31. One of the largest groups ever chosen, also won third place in the same category for the piece these students traveled to research and report around the “Busker: Martial Martin.” world, particularly in underreported locations. The students REUNITED chosen to present their projects included: “Investigation of The Medill Justice Project, led by Professor Alec Klein, won Witch Camps in Northern Ghana” by Madeleine May (BSJ14) two regional Society of Professional Journalists (SPJ) Mark of and Jaclyn Skurie (BSJ14), “A Look at China’s Mental Health Excellence Awards for their shaken-baby syndrome and Iowa System” by Alice Li and Susan Du (BSJ14), and “One City, murder investigations. In addition, this year “Spotlight on After serving nearly a decade in prison for Two Worlds: Race Relations Between the Uighurs and Han Shaken-Baby Syndrome” was honored with an Investigative a murder she said she didn’t commit, Del Chinese of Urumqi,” by Cathaleen Chen (BSJ15). Lund Reporters & Editors award and a Peter Lisagor Award. Prete walked out of Logan Correctional Grants are made possible by the Alphawood Foundation in Center in Lincoln, Ill., more than 10 years recognition of Eric Lund (BSJ49), who lives in Evanston and Alex Hampl (BSJ14) was nominated for a Sports Emmy before her scheduled parole in 2025. A is a former editor of the Evanston Review. for the “Underdogs” series, featuring T. C. Williams High prisoner no longer, Del Prete reunited with School in Alexandria, Va., while on Journalism Residency her family on the other side thanks, in part, Two Medill juniors were headed to the Hearst Foundation’s in 2013 at Sports Illustrated (SI.com). The nomination is in to the Medill Justice Project. Championship Competition in Washington D.C. Lauren the Outstanding New Approaches in Sports Programming Caruba (BSJ15) was one of eight writing students selected. category and is a irst for SI.com. She inished second, earlier in the enterprise-reporting category and third in proile writing. In all, Hearst received Six Medill students were among the 21 selected worldwide to 559 writing entries this academic year over ive monthly participate in The GroundTruth Project’s reporting fellowship competitions, no more than two entries per month from any on rising youth unemployment as part of an ambitious, year- school. Omar Jimenez (BSJ15) was one of ive television long project. Amanda Westrich (MSJ11), The Medill Justice Project’s research associate, and students selected. He inished third in television news and Lauryn Schroeder (MSJ13), a reporter for The Medill Justice Project, take notes while Aaron Neal, Jennifer’s brother-in-law, talks about Jennifer Del Prete’s life was one of 10 students asked to submit more stories. The ive Medill student Mattie Quinn (MSJ13) received a fellowship after being released from prison. inalists were selected from that group. Hearst received 139 funded by the Robert R. McCormick Foundation to report on television entries this year in two monthly competitions. national security for the Center for Public Integrity. She will work at the nonproit’s Washington D.C. headquarters. SPRING 2014 SPRING 2014 8 STUDENT NEWS FACULTY/STUDENT NEWS 9 FACULTY NEWS SCHOLARSHIP PROFILE By Mallory Busch (BSJ16) MEDILL’S CHICAGO BUREAU COVERS JUVENILE JUSTICE Associate Professor Ava Greenwell earned a doctorate of Helen Hawk Windes (BSJ45, MSJ47) had two favorite sayings: philosophy in African American Studies from Northwestern “Never spend more than you make,” and, “The only thing you really University. Her dissertation entitled, “Unseen Yet Heard: keep is what you give away.” Invisible Power and Gendered Racism Among Black For Windes, this meant whatever you do in life for somebody else, The irst United States juvenile court was established over how far to take the Supreme Court’s interpretation. Women Television News Managers in the U.S.,” explores you keep because you have that inside your heart, says her good in Cook County in 1899. And while the movement for “I have personally reported on this issue from several the experiences of 40 African American women managers friend Sue Rivera. juvenile justice may have its roots in Chicago, the topic perspectives,” Du says. “I’ve directed stafers to report packages who work at television news stations across the country. Those two adages will allow Windes’ memory to live on at Medill, itself is underreported. At least it was until Assistant Professor collaboratively, and it’s still an ongoing project. It’s an ongoing Speciically, Greenwell analyzed 60 hours of interviews with thanks to a $1.8 million estate gift to endow the Helen Louise Eric Ferkenhof launched The Chicago Bureau, a mostly student- debate.” the women to determine whether and how they experience Hawk Scholarship Fund for produced website and the only Chicago publication that regularly Du has been with The Chicago Bureau since the fall quarter racism, sexism and ageism, despite their management titles. undergraduates. Windes, a covers juvenile justice. of her junior year, just several months after the site launched. She also explored how their multiple identities inluence native of Chicago, died Aug. 19, Since its launch in 2012, the website has published more than As managing editor, she oversees a staf of eight regular student coverage and hiring decisions. 2012 in Bakersield, Calif., where 400 articles, covering local, national and international issues. reporters, in addition to contributors. she lived for 45 years. Some stories have been picked up by TheAtlantic.com or featured The Chicago Bureau has worked with more than 25 student “MedillTalks: Where Great Ideas Take The Lede” brought As a Medill student, Windes on the home page of Juvenile Justice Information Exchange. reporters over the last two years. Its bold mission — to mentor seven Medill faculty members together to offer insights honed the writing and reporting Last summer, The Chicago Bureau became a member of the young reporters and publish hard-hitting journalism — has not on topics such as fake science in journalism, do-it-yourself skills that took her irst to the Investigative News Network, an organization of more than 90 faltered. classes, sojo journalists, audience needs and diversity as a Valley Times newspaper in members, including ProPublica, NPR, WBEZ and Center for “These students are that good. They should be published. Medill business model. The live talks before an audience of students, Hollywood. Then, a trip to Public Integrity. should have a platform for students to be published regularly,” faculty, journalists and community members focused on how Hawaii changed her career path. “We’re hoping to move the conversation [about juvenile justice] Ferkenhof says. “We want to be that platform.” to complete the sentence, “The best ideas in journalism…” She became an information forward,” Ferkenhof says. “We impact the conversation and put The Chicago Bureau has its roots in Medill courses. In the spring The speakers were Medill faculty members Michele Weldon, specialist for Hickam Air information on the table that is so valuable that people have to act of 2012, Ferkenhof began to research a class that would produce Abigail Foerstner, Caryn Ward, Craig Duff, Jazmin Beltran Force Base there and was on on it.” in-depth reports on juvenile justice. While doing his research for and Michael Deas. For details of their talks, visit the Medill Wake Island in 1952 when a In 2012, the U.S. Supreme Court ruled that issuing mandatory the class, it occurred to Ferkenhof that the best research came website news archives. devastating typhoon leveled it. life sentences without parole to juveniles under age 18 was a from actual reporting. With the seed for a student-run website Windes, second from left, Later she was editor of Trans reports the Wake Island story violation of the constitution’s eighth amendment barring cruel and planted, he immediately began to think of publication names. Josh Meyer, lecturer and director of education and Pacifican magazine, which in 1952. unusual punishment. “I started buying [website] domain names and I thought, ‘You outreach of the National Security Journalism Initiative, was allowed her to travel around the According to Susan Du (BSJ14), managing editor at The Chicago know what? I’ll start a site. And I’ll get students, who do amazing commissioned to research and write a “Background Brieing” Paciic Rim. She also worked as an information specialist for Pan Bureau, Illinois’ transition to this new ruling has opened debate work at this school that never gets seen outside this school, to on national security legal issues that reporters face for the American Airways, arranging smooth travel for VIPs such as the report,’” Ferkenhof says. New York Times’ sponsored Sources And Secrets symposium Shah of Iran. But he could not launch the site without funding. The Chicago in New York on March 21. Friends remember her as a lively woman with a sharp memory Bureau needed money to pay its student reporters and sustain who loved to travel, throw parties and help others. She volunteered itself. PUBLISHED BY MEDILL FACULTY with charitable causes and supported Republican politics, In 2013, The McCormick Foundation presented The Chicago international Christian missions through the Haggai Institute and Bureau with a grant that enabled Ferkenhof and Medill Adjunct IMC Lecturer Randy Hlavac released a new book, “Social the Bakersield Symphony. Lecturer Arsenio Oloroso, the Bureau’s executive editor, to pay the IMC – Social Strategies with Bottom-line ROI,” that helps Windes also was an active member at First Presbyterian Church students for their reporting. organizations effectively use and distribute content on social in Bakersield. Senior Pastor Jef Chandler remembered her quirky Now that we’ve got this grant, that kind of changes things,” platforms. Hlavac explains why 80 percent of companies sense of humor and her zest for life. Oloroso says. The McCormick Foundation awarded The Chicago cannot identify the return on investment of their social “She was really an interesting woman,” Chandler says. “She was Bureau about $20,000, which oicially took efect in January. programs, and how the other 20 percent ind success through really curious about things. She was ill toward the end of her life, but Through a partnership with Medill, student reporters can now metrics, development and deployment methodology. The she still had a curiosity about her that was surprising for someone of apply their time with The Chicago Bureau toward a work-study book touches on social media misconceptions, three tested her years.” position. strategies and uses examples of best-of-breed programs Windes, he says, took seriously the Biblical text from Luke 12:48, Going forward, The Chicago Bureau is looking for innovative throughout the world to reinforce how companies can which reads: “from everyone to whom much is given, much will ways to spread the word on juvenile justice. With proper funding, become leaders in social and mobile marketing. Hlavac is be required.” Windes knew she lived a privileged life, he says, and the publication could produce documentaries, digital animations offering $5 off the book for Medill friends and family. To gave generously to help students at California State University – or even electronic books. access: go to the e-store (http://bit.ly/1fxlfEx) and type in Bakersield, to her church and to Northwestern. “Journalism that people respect is already huge by any standard,” code for $5 off (ANZWS5F2). “She was very proud of her college experience,” Chandler says. says Cameron Albert-Deitch (BSJ15), one of The Chicago Her friend Sue Rivera says she remained loyal to Northwestern Chicago Bureau reporters meet with Managing Editor Susan Du (left) and Project Manager Maytal Mark (right) about their Bureau’s reporters. “But the fact that it happened in just a year is Professor Charles Whitaker is the co-author of a new book, and wanted to give back to her alma mater. stories following the end of the meeting. unbelievable.” “Magazine Writing.” The textbook was released in February “She always kept in touch with Northwestern, her alma mater,” and is available on Amazon. From Amazon: “Written by a Rivera says. “This was a way that she could show her appreciation for team of experienced writers and editors, Magazine Writing what she learned and what they did for her.” teaches the time-tested rules for good writing alongside the — BETH MOELLERS modern tools for digital storytelling.” SPRING 2014 SPRING 2014 10 MEDILL NEWS CLUB PAGES 11 MEDILL NETWORK By Beth Moellers MEDILL LAUNCHES FIRST RESEARCH CENTER DONORS AUDREY SPIEGEL AND LATE PROFESSOR EMERITUS TED SPIEGEL HONORED AT MEDILL EVENT On January 30, students, faculty, staf, donors and university leaders celebrated the launch of Medill’s irst research center: the Medill IMC Spiegel Digital & Database Research Center. The event was a chance to thank the center’s namesakes and donors, Audrey Spiegel and her husband, the late Professor Emeritus Ted Spiegel. It was also an opportunity for the center’s researchers to share research indings on how mobile and social media engagement afect purchase behavior. “With the advent of the internet and ‘big data,’ Ted was eager to Holiday party from left: Tiffany Chinn (MSJ13), Linyi Medillians in Santa Fe, NM, from left back row: Ellen Berkovitch (MSJ87), Jean use Medill’s research talents to understand how various types of Zhang (MSJ13) and Erin Massey (MSJ13) Viallet (MSJ85), Dick Stolley (BSJ52, MSJ53), Eric Brown (BSJ14), James Podesta (MSJ89), Cynthia Christ (MSJ80), Joyce Peat (BSJ56), Randy Peat (BSJ56, brand engagement afect subsequent purchase behaviors,” Center MSJ57) and Scott Rosenfeld (BSJ13) Front row: Stephanie Pearson (MSJ95), Axie Executive Director Tom Collinger said. Navas (BSJ12), Belinda Lichty Clarke (MSJ94), Susan Kaplan (BSJ72) Center researchers have completed four studies – two of them link customer behavior in social media to purchase behavior and two examine links between mobile engagement to purchase behavior. Several Northwestern alumni journalists covered the 2014 Winter The indings are unique because the data sets provided by the center’s Olympic Games in Sochi, Russia. The alumni included Mark Purdy (BSJ74), kneeling, and standing from left: Rob Gloster (BSJ78, sponsor companies show direct correlation between engagement MSJ79, Rick Morrissey (BSJ82) Amy Rosewater (BSJ94, MSJ94), with a brand and actual purchase behavior, something that is Mark Lazerus (BSJ01), Greg Presto (BSJ04, MSJ07), Christine notoriously diicult to do. Brennan (BSJ80, MSJ81), Jerry Lai (Weinberg 04), Jon Keselica (C02) and Alan Abrahamson (BSJ80). Collinger explained that a key Spiegel sponsor has been Air Miles, a Canadian loyalty program that allows members to earn points at various retailers. About 67 percent of households in Canada participate, Collinger said. The Air Miles points can be redeemed for various rewards including travel, gifts cards, merchandise and other items. The irst data set included point accumulation and point redemption behaviors by customers of the Air Miles program Professor Ed Malthouse, Audrey Spiegel and Tom Collinger participating in social media contests. The Spiegel research team found that those who posted online increased their spending immediately and over time. They also explained the third and fourth studies, which looked at the impact found that the contests could stimulate interest, engagement and of mobile technologies. Spiegel researchers analyzed a data set spending of disengaged consumers. In analyzing the posts of one from online grocer Peapod and found that its app boosted sales by contest, the researchers found the more a poster wrote, the more increasing the number of orders per month and increasing order they increased their spending. Among low-spending customers, sizes. It also lifted sales among the best customers (13 percent) and some increased their purchase behavior by 80 percent if they among the lower spenders (81 percent). wrote a lengthy post describing how they wanted to use their Air The Spiegel team also researched the efectiveness of the Air Miles. Miles app, which corroborated many of the Peapod indings. For Air The second Spiegel study involved looking at online word-of- Miles they found that those who adopt the app increase purchases 15 mouth about Air Miles on its social media site following a policy percent in the next month. They also found that a customer who stops change that negatively afected its members. Unsurprisingly, viewing using a mobile app decreases their future purchases with the brand negative word-of-mouth decreased purchase behavior, but purchase by a small but signiicant margin. behavior increased for those who posted negative word-of-mouth The conventional wisdom is getting a new technology out in front and then experienced the value of the brand through redeeming of the consumer as soon as possible and ix it later, Malthouse said. points. “Is that the right strategy if you are disengaging certain Spiegel researchers analyzed the posts and discovered customers customers?” Malthouse said. who posted negative comments decreased spending and those who posted less intense expressions of concern increased spending and BETH MOELLERS, A WRITER AND EDITOR, BASED IN BLOOMINGTON, IND. point redemption behavior. IS A FREQUENT CONTRIBUTOR TO MEDILL'S WEB SITES AND A REGULAR Center Research Director and IMC Professor Ed Malthouse CONSULTANT TO THE SCHOOL'S MARKETING AND COMMUNICATIONS TEAM. SPRING 2014 12 CLUB PAGES ALUMNI 13 11113333 From The Bard to Big Ben, London is steeped in the kind of history of which most American cities can only dream. But the London of today is something entirely different – a cutting-edge D EST I N ALTOINODONN: mexepletirniegn pcoets tohna ta ogflfoebrsa lw socrakle a. n“dE vceunlt ural though I’ve been here almost eight years, I keep discovering something new,” says Medill alumna Shanna Wendt (BSJ00). The city by the Thames is home to NYC Medill alumni gathered on March 7 for Wendt and three other alums who spoke a special luncheon in honor of International to Elliott Smith (BSJ97) about their lives Women’s Day to hear Lisa Kassenaar Medill IMC current and newly admitted students gathered at the McCormick Tribune (MSJ95), editor at large, global women’s and careers abroad. Center on April 18th for the Midwest Talent Forum. coverage for Bloomberg News. Photos by Graham Martin Evan Smith (MSJ88), Emily Ramshaw (BSJ03) and Belinda Lichty Clarke (MSJ94) at the Texas Tribune, Washington Post and Knight Foundation party held From left: Abbie Ding (IMC14), Senior Lecturer Nancy Hobor (Kellogg77) and during South by Southwest in March in Austin. Barbara Jacobs, Change that Works LLC., at the Midwest Talent Forum. Peter Alexander (BSJ98), White House correspondent for NBC’s “Today” show and NBC Nightly News, Scott Bergren (BSJ68, MSJ69), CEO of Pizza Hut and Chief Innovation Oficer presented the NAA awards at the Union League Club in Chicago on April 12. of Yum! Brands, received the Merit award for high achievement in a profession INYOUNG HWANG (MSJ09) or ield for Medill at the April 12 NAA annual awards gala. From left: Laura Wayland, Executive Director for Alumni Engagement and Northwestern Alumni Association, President Morty Schapiro, Scott Bergren (BSJ68, MSJ69) and NAA President Dan Jones ’61, ‘91P, Trustee. SPRING 2014 14 ALUMNI ALUMNI 15 SHANNA WENDT | BSJ00 ELLEN FERRARA BENCARD VP, LEADERSHIP & INTERNAL COMMUNICATIONS COCA-COLA BSJ86, MSJ87 HEAD OF MARKETING COMMUNICATIONS WHAT IS IT LIKE WORKING FOR A UNIQUELY BT GLOBAL SERVICES AMERICAN PRODUCT ABROAD? The funny thing is as global as Coke is, it is uniquely local. HOW LONG HAVE YOU LIVED IN LONDON? Wherever we sell it in the world, we manufacture it locally. I’ve been over here for 18 years now. I came because I Most people are surprised that it is not shipped over here. love history – not even for a job. I had a professor, Lacey In London, we are responsible for several countries in Baldwin Smith, who taught British History. The man northwest Europe. If you talk to the employees about it, was fantastic. I remained so in love with England and they are incredibly proud to work for such a global brand. the history, I kept trying to get over here. Finally, I took someone’s maternity leave placement here and that rolled HOW DOES YOUR MEDILL BACKGROUND into a full-time job, and I never went back. TRANSLATE IN CORPORATE COMMUNICATION? ALPHONSO VAN MARSH | MSJ94 The key things are transferable. I’d say knowing how to HOW DO YOU MIX WORK AND PLAY IN YOUR CORRESPONDENT operate under a deadline, whether that’s to leadership, WRITING? investors or customers. What is a good story and how to tell INYOUNG HWANG | MSJ09 CBS NEWS I run the marketing and communications team for the bit it? Being able to engage with audiences. Being able to sit EUROPEAN STOCKS REPORTER HOW DID YOU BREAK THE STORY OF SADDAM of British Telecom that provides corporate and government down and write skillfully and conidently. Medill gives you that BLOOMBERG NEWS HUSSEIN’S CAPTURE? services. I run a little team that churns out a lot of content as a foundation. Sometimes, I think, wow, I’m incredibly lucky CNN sent me to Iraq as a one-man band. I embedded and works on messaging and tries to keep everyone from that I chose Medill because it was such a big door opener. WHY DO YOU ENJOY COVERING THE with U.S. forces in Tikrit, and being a one-man band delving too far deep into technical ‘gobbledygook’. My blog allowed me to be more intimate in my storytelling and (Bencard’s Bites) is kind of my split life: There’s Ellen the FINANCIAL SIDE? WHAT DOES LONDON MEAN TO YOU? put the troops at ease because I’m just one guy with a corporate exec and the blog is very much what I love to do What I love most about my job is how truly global and It’s probably something different that draws everyone camera. When I igured out they had come home from with the food, the travel and the arts. I want an outlet for dynamic inancial markets are. In a typical day, I might in. The thing that attracted me is that you can ind the the historic raid that captured Saddam, I started ilming all those great Medill writing skills, and quite frankly, the think about China’s economic growth, Japan’s central- whole world here. You can move a few blocks and have a the celebrations because there’s something going on. And whitepapers aren’t as much fun. bank policy, European car sales, U.S. Christmas shoppers, completely different feel and experience than where you because I was just one person who had developed those and then talk to traders and investors who are just as DOES YOUR MEDILL EXPERIENCE GIVE YOU AN just were. I feel like I’m never going to get bored while I’m relationships with the military, I was able to put the pieces in London. fascinated as I am about how these various factors will affect of the puzzle together, and I had exclusive video. ADVANTAGE WORKING ABROAD? the global economy and equity markets. The breadth of I instinctively prefer Medill grads over what I can hire topics I get to cover and learn about is a real treat. WERE YOU ON ROYAL BABY WATCH? HOW MUCH FUN IS IT TO BE A out of British universities. They don’t have a tradition of I was quite surprised with it – I felt like it was getting more HOW DO YOU KEEP ABREAST OF THE GLOBETROTTING JOURNALIST? journalistic education here. Journalists are more people intense coverage in the U.S. than the U.K. I’m fascinated by I’m so grateful to have been at CNN at a time when they who have been famous at something else and fall into it SOMETIMES VOLATILE MARKETS? news around the royal family or other international events, were embracing digital technology, and I was able to ride because they are good at telling stories. I have to do a lot Bloomberg is a very all-encompassing media outlet with because your outlook is really shaped by where you are. that wave. I joined CBS in June 2013. I just came back of training in-house in order to get people to where I want multiple platforms, so that makes it pretty easy to keep The media plays an incredible part in that. Given my training from covering the Winter Games, which was a career goal them to be. up with anything that’s happening. I always feel like I’m and background, it’s fascinating to watch what news and of mine, and to be able to do that as a correspondent for the irst of my friends to hear about some breaking news. DO YOU HAVE A FAVORITE ENGLISH PREMIER information we have access to as to what my friends and CBS is a dream come true. family have (in the U.S.). Most mornings, I read the stories that are on our terminals, LEAGUE SOCCER TEAM? have Bloomberg TV going on my headphones and CNBC WHAT ADVICE DO YOU HAVE FOR TODAY’S No. St. Louis Cardinals forever. I was born in St. Louis and playing on mute on my desk. MEDILL STUDENTS? if you’re born in St. Louis, there’s only one sport. I still HOW DO YOU LIKE LIVING IN LONDON? It doesn’t matter if it’s traditional newsgathering, digital subscribe to MLB.com. We do not watch football in my technology, social media or multiple platforms, the advice house we watch a proper sport — rugby I’m from Los Angeles – I moved here with my iancé last is timeless: Never take no for an answer and be prepared, summer. I wanted to live abroad and try a new role in my so when opportunity strikes, or when you create your career while growing as a markets reporter. London has own opportunity, you are ready to go. In the early parts of started to feel more like home. Our neighborhood has a my career, if I had a penny for every time I was told no, I local butcher, bookstore and ishmonger. It really helps wouldn’t need a job. The reality is, some people will close create a more local, community vibe. And I’ve grown the door of opportunity. Kick it in. to love having afternoon tea with delicious cucumber, chicken curry sandwiches and scones. WHAT DO YOU LOVE ABOUT LONDON? WHAT LESSONS DO YOU USE FROM MEDILL? It’s a cool, crazy, diverse city, especially Central London. To sink your teeth into dificult projects, and when they When I irst moved here in 2006, I moved into the middle feel impossible, stay positive, buckle down and divide of an Arab neighborhood, because it’s a culture I’m your assignment into smaller talks that feel more doable. comfortable with. It was a fun transition from spending so There are still so many new and important stories out much time in the Middle East. there that need to be told. You just need to be persistent and look closely. SPRING. SUMMER 2014 Big foodies on campus Entrepreneurs Sarah Adler (BSJ13) and Mackenzie Barth (C13) are “helping students eat intelligently” with Spoon University. 16 WINTER 2014 18 COVER STORY Story by Liz Logan (MSJ08) Photos by Armando Sanchez Sarah Adler and Mackenzie Barth know a thing or two about cookie butter. Though they graduated from Northwestern in June turn to, to help us do that.” of last year, they haven’t graduated from the world of So, in fall 2012, the duo launched a magazine, Spoon—a decadent, late-night college snacks, thanks to their 360-degree resource for eating as an NU student, food-focused startup website and college network, Spoon including cooking pointers, easy recipes, restaurant and University. The irst viral hit for the site was “12 Ways to on-campus dining recommendations, and timely food Eat Cookie Butter,” an article by current Northwestern news and features—which ultimately evolved into Spoon student Lauren Feld, inspired by the novelty Trader Joe’s University the following year. Roughly 100 students were item, which the company describes as “a deliciously involved in producing the magazine, including selling unusual spread reminiscent of gingerbread and made ads to Evanston businesses to pay for the printing and with crushed biscuits.” One of the ways to eat cookie updating a rudimentary website. The magazine was such butter, Feld writes, is “hidden in a slutty brownie” — a a hit on campus that soon other NU students were asking brownie stufed with crushed Oreos. Adler and Barth for advice about starting on-campus The story got so many hits that it’s one of the irst things publications. to show up in a Google search, and its success had the site’s As graduation loomed and they prepared to apply for founders compulsively googling ‘cookie butter’ just to see jobs, they found that interest in Spoon was spreading to the post there. “It was really fun to see a Spoon story high other colleges through friends of friends; the opportunity up on Google because that was a nice external validation to launch a national site and network seemed ripe. Taking that we were real,” Adler says. a job felt limiting, Adler recalls, and Spoon seemed “so Spoon University is much bigger than the triannual much more personally rewarding,” Barth adds. The program is customized depending on the student’s print food magazine, Spoon, that the two young With the support of two Northwestern organizations, role—editorial, advertising, etc. women started as Northwestern seniors. Over the past the Medill Knight Lab and the Farley Center for “It teaches them how to run a Spoon chapter, but it year, they’ve created a web magazine with a national Entrepreneurship and Innovation, they were able also teaches skills they can take away,” Barth says. “The audience and a rapidly growing network of ailiated to secure workstations during the summer at 1871, marketing teams learn social media analytics tools that colleges throughout the country. As the site grows to “Chicago’s entrepreneurial hub for digital startups,” will be useful if they’re trying to go into marketing and PR.” include more schools, they’re sharing the journalism which is located in the Merchandise Mart. Barth started Both say that their Medill training was critical for and marketing expertise they picked up at Medill with working with the irst ive schools, helping them plan teaching and mentoring. In addition to working on the a huge community of college students, giving them and build out their teams, while Adler designed and staf of the campus magazine North by Northwestern, opportunities to develop professional skills — not to coded a site that would include a national home page and Adler, who hails from Austin, Texas, honed her coding mention killer recipes. a micro-site for each ailiated school. That fall, the two skills in the Medill Knight Lab, located on the irst loor Another internship in the research department at Viacom “We want Spoon University to be the food resource for relocated to New York and continued to grow the site with of Fisk Hall, which is dedicated to promoting quality taught her how to use numbers to pitch advertisers and college students, the national community that connects seed funding from a family friend. storytelling on the Internet. “I don’t know where I would also make informed decisions about content. all of these students at various colleges and gives them Spoon University now includes 33 colleges and be, if I hadn’t had faculty members like Jeremy Gilbert “All the things we’ve learned along the way are starting a resource that they wouldn’t have otherwise,” Adler universities and in six months the site’s unique visitors pushing me to learn how to code,” she says. She also to become more real for us,” Barth says. says. The site’s mission is “to help college students eat multiplied by a factor of 10. Its monthly page views are interned at Wired, in the design department and at Sports “We have to draw on disparate experiences like classes intelligently.” close to 500,000, and roughly ive new schools join every Illustrated, where she worked on the iPad edition and and internships,” Sarah adds. The idea germinated the summer before Adler and month. graphics for web and print. They’ve also drawn support from the Medill Barth’s junior year, when they were preparing to move To bring each new school up to speed, Adler and Barth provides the marketing know-how from her IMC community for their advisory board, which includes of campus and had to igure out how to feed themselves Barth have launched an online orientation program specialty, where she learned “how to create and market Evan Smith (MSJ88), editor in chief and CEO of the outside of the dining halls while staying on a budget and that trains students in everything from good leadership a brand and keep it consistent,” she says. She interned in Texas Tribune; Ryan Mark, (MSJ08), director of digital making the most of the small kitchens. Barth, who was a skills and maintaining editorial standards to nuts and ad sales at Food Network Magazine, and also at The Daily product strategy and development at Chicago Tribune picky eater growing up in Deerield, Ill., had no cooking bolts such as how to use the content management system Meal, where she became familiar with the inner workings Media Group; Miranda Mulligan, executive director of experience whatsoever and recalls, “There was nothing to (customized Wordpress Multisite) and how to edit photos. of a scrappy, fast-paced, web-publishing operation. the Knight Lab; and Glenn Otis Brown, a senior director SPRING 2014 SPRING 2014