The Trib also has invested in a high school sports video network, it has partnered with a Korean company on InvenGlobal — an English-language e-sports website based near Los Angeles — and it has invested in SpokenLayer, which provides spoken media content to Alexa, Google Home and other platforms.

The company experimented for two years with UpGruv, a viral content website that shut down earlier this summer when the contract with its third-party partner expired. But that wasn’t really a worry: Journalists and media executives have to be okay with knowing that not every experiment will be a huge success, Bertetto said.

“We need to try a lot of things,” she told me. “A lot aren’t going to work, but we only need a few to succeed to build a brighter future for journalism. That doesn’t mean it was a total failure or a waste of time. A waste of time would be continuing to put money into something that’s not working. That’s just being stubborn.”

Andrew Conte writes the On Media column with support from The Heinz Endowments. You may find all of his columns here, and you may reach him at