To figure out how a news organization should fit into the conversation, digital publisher Quartz established its in-house Quartz Bot Studio in 2016. In March of 2018, it launched Quartz for Messenger. One of the humans behind the project, John Keefe, the bot developer and app product manager for Quartz, spoke with eMarketer’s Caroline Cakebread about the value of messaging platforms for publishers, and how his team went about making content conversational.