Research has shown that emotional factors play a major role in consumer’s choice of media and time spent with it. By leveraging these factors, we saw an opportunity to grow readership as well as reader engagement with the Los Angeles Times.So, how do you create this emotional connection? We realized a key path was through our writers.We invited two-dozen Los Angeles Times journalists to share their anecdotes and experiences about bringing the news to readers. One of the most powerful stories we heard was from Kenneth Turan, film critic for the Los Angeles Times.