Trib Total Media Launches Upgruv.com to Help Millennials Get Their News
The Internet gave us options, maybe too many options.
Readers—especially millennials—can often feel overwhelmed when it comes
to deciding where to get their news. However, millennials in Pittsburgh
can breathe a sigh of relief, as 535 Media—a digital and multimedia
affiliate of Trib Total Media (owner of the Pittsburgh Tribune-Review )—recently launched Upgruv.com.
The site offers original reporting (about three new stories a day),
personalized aggregated news, videos and multimedia content.
“With Upgruv, we wanted a mobile-first format that allows readers to
sample a variety of content, ‘tapas-style,’ and we wanted to focus on
items that have a blend of national and local content,” said Jim Kubus, Upgruv.com manager and deputy managing editor for the Pittsburgh Tribune-Review.
“It’s a platform that allows us to share stories, but sometimes the
post is just a single tweet or a photograph. The site offers a glimpse
of trending stories, videos and multimedia content in a format that
feels different than a typical media website.”
Kubus said the greatest challenge in launching a new site was
spreading out critical people from the organization’s daily operations
to focus on the site’s creation, which took about four months to
prepare. Currently, there are three full time employees and four others
who have roles at Upgruv but hold other positions within the company as