In January 2014, the San Francisco Chronicle, one of the country’s oldest remaining metropolitan newspapers, opened a technology incubator. The declining but still important media company is investing in a rigorous digital boot camp for reporters to learn how to use social and mobile media to boost views, amplify sharing, and increase views and engagement. The Chronicle has no choice. Circulation plummeted 50% between 2009 and 2012. Revenue too is just not what it used to be. More importantly, readership is no longer the same as it was. Gripping headlines, animated GIFs, infographics, punchier copy, and innovative content marketing techniques are changing how people read and also how and what they share.