The introduction to the project includes these statements:
- "We all look at our slumping circulation and revenue numbers and wonder what kind of changes it will take to grow – or even keep – our audience. The good news is that we can find out. The answers lie in the people who walk, talk, drive, shop, and read among us every day. ...
"We’ll also be listening for what they don’t say, along with what they do. We’ll also observe them — how they interact with our printed pages and Web site, how they find information in general, and how the media weave into the fabric of their days.
"Think of this as going out on a story assignment or cold calling customers — but rolling that process back a notch. Rather than selling a specific product or researching a specific story, we’re simply looking for insights. Later on, we’ll work on turning those insights into ideas. Our only agenda is to discover what our agenda should be."
• Aug. 7: Chron is also reinventing itself under the slogan "Journalism of Action"