Facing Credibility Gap, Upworthy Poaches From The New York Times

By: Richard Bilton | Digiday

Upworthy, one of the kings of viral publishing, may be known for its headlines and extensive A/B testing, but it also wants to be known for stronger storytelling.

In its latest bid to go legit, the site said on Tuesday that it has hired Amy O’Leary, former New York Times’ international editor, to be its new editorial director. O’Leary, who co-authored NYT’s innovation report, is also a veteran of public radio’s “This American Life” and gives Upworthy significant editorial clout as it attempts to raise its profile in the eyes of readers — and brands.