Adapting Journalism to Evolving Audiences and Creator Models

This conversation between former host Josh Hersh and new host Megan Greenwell of CJR's "The Kicker" podcast reveals a media landscape in flux, where traditional models are eroding, and new forms of journalism are emerging. The non-obvious implication is that the perceived decline of journalism isn't a simple end, but a complex transformation creating opportunities for those willing to adapt. This analysis is crucial for anyone in the media industry, particularly journalists and editors, offering them a framework to understand the shifting dynamics and identify where to invest their energy for future relevance and impact. It highlights that clinging to past structures is a losing game, while embracing experimentation and understanding audience consumption, even in its unconventional forms, offers a path to sustained engagement and influence.

The Unraveling and Re-Emerging Fabric of Journalism

The media industry, as discussed in this conversation, is not merely facing challenges; it's undergoing a fundamental metamorphosis. The period Josh Hersh hosted "The Kicker" was marked by the visible decay of established models, epitomized by the bankruptcy of outlets like Vice and widespread layoffs. However, this narrative of decline, while accurate in its depiction of resource scarcity, obscures a more nuanced reality: the emergence of new publications and the rise of "creator journalism." This isn't just about survival; it's about adaptation and the birth of novel approaches to news dissemination. The core insight is that the industry's future lies not in lamenting what's lost, but in actively analyzing and fostering what's taking root, even in its less conventional forms.

The Illusion of News Avoidance: Consumption in Plain Sight

A significant revelation from the discussion is the redefinition of "news avoidance." Experts and traditional metrics often categorize individuals as news avoiders if they don't subscribe to major publications or consume legacy media. However, the conversation strongly suggests this is a misdiagnosis. As Hersh points out, "most news avoiders are not actually news avoiders." Instead, they are actively consuming information through channels that don't fit the old mold, such as TikTok creators. This phenomenon highlights a critical failure of conventional wisdom: assuming that a lack of engagement with traditional outlets equates to a lack of interest in news. The implication is that many individuals are deeply engaged with world events and current affairs, but their consumption habits have simply shifted. This creates a competitive advantage for those who recognize this shift and adapt their strategies to meet audiences where they are, rather than expecting audiences to return to outdated platforms. The downstream effect of ignoring this trend is a growing irrelevance, as established institutions miss out on vast segments of the news-consuming public.

"most people who identify themselves as news avoiders or who experts perceive as news avoiders because they don't meet the new york times or they don't have like traditional subscriptions actually consume and take in a huge amount of news."

-- Josh Hersh

Creator Journalism: Authenticity as a Competitive Moat

The explosion of "creator journalism" presents a complex, yet vital, storyline. While acknowledging the discomfort with the lack of traditional ethical training and the blurred lines between business and journalism, the conversation underscores the power and appeal of these independent voices. Hersh’s experience, particularly his time at Vice, illustrates the difficulty of replicating authentic, raw content within established institutions. He notes that attempting to "chase" the authenticity of creators in legacy media often falls flat because "there's a kind of authenticity and rawness that you just can't recreate in these old institutions." This suggests that the advantage lies not in imitation, but in understanding the why behind the creator's appeal. The delayed payoff here is significant: by genuinely understanding and fostering audience interest in new formats, creators build deep loyalty that traditional outlets struggle to match. Conversely, institutions that dismiss creator journalism as unrefined risk losing ground to more agile, audience-connected voices. The system responds by rewarding genuine connection over institutional polish.

The Double-Edged Sword of Audience-Centricity

The conversation grapples with the inherent tension in audience-centric models, particularly within subscription-based journalism and creator platforms. Hersh expresses concern that creators who are beholden to their paying subscribers may compromise journalistic integrity. He uses the example of a creator who threatened to pull a Pete Buttigieg interview due to subscriber dissatisfaction with specific questions, highlighting how this dynamic can undermine the reporter's ability to act as an independent watchdog.

"what we love about the old school model of journalism is like the reporter who tells their corporate boss to go f themselves the people who pay you so that's a really complicated dynamic right like like what we love about the old school model of journalism is like the reporter who tells their corporate boss to go f themselves"

-- Josh Hersh

This immediate discomfort--the potential for financial pressure to influence editorial decisions--is precisely where a longer-term advantage can be forged. Those who can navigate this by maintaining core journalistic principles while still connecting with audiences will build a more resilient and respected brand. The system, over time, favors transparency and ethical grounding. Ignoring this can lead to a crisis of trust, a significant downstream consequence that erodes audience loyalty and perceived credibility, even if it offers short-term gains in subscriber satisfaction.

Local Journalism and Undervalued Formats: A Hidden Reservoir of Strength

Hersh expresses regret for not highlighting local television news and other often-overlooked formats more extensively. He argues that these outlets, despite often being dismissed by legacy media institutions with a "New Yorker legacy bias," possess immense value. Local reporters, steeped in their communities, can exhibit a directness and willingness to "call bullshit" that national journalists may shy away from due to established relationships. This directness, as seen in the Vice example with Alex Jones, can be far more compelling and effective than a detached, network-style approach. The immediate challenge for these local outlets is resource scarcity and often a lack of national attention. However, the delayed payoff for investing in and understanding these deep community connections is a form of journalistic resilience and relevance that transcends national trends. By embracing these formats and the principles of direct, community-based reporting, the industry can tap into a powerful, undervalued reservoir of journalistic strength.

Key Action Items

• Embrace the "News Consumer" Identity: Actively study how audiences, particularly younger demographics, consume information on platforms like TikTok and YouTube. This is an immediate action, requiring dedicated time over the next quarter.
• Investigate Creator Journalism Dynamics: Analyze the business models and audience engagement strategies of successful independent journalists. This is a medium-term investment, paying off in 6-12 months as insights are applied.
• Champion Local and Undervalued Media: Seek out and highlight compelling work from local television news, community newspapers, and other non-traditional sources. Begin this exploration immediately, with a goal of featuring such work consistently over the next year.
• Develop Authenticity in Content: Experiment with formats that allow for more directness and raw engagement, moving beyond institutional polish. This requires ongoing effort, with noticeable payoffs in audience connection starting within 3-6 months.
• Re-evaluate "News Avoidance" Metrics: Challenge traditional definitions of news consumption and actively seek out where audiences are getting their information, even if it's outside established channels. This is an immediate analytical shift.
• Foster Internal Dialogue on Ethics and Audience: Create spaces for discussion within newsrooms about the tension between journalistic principles and audience demands, particularly in subscription and creator-driven models. This is a continuous investment, with long-term benefits for journalistic integrity.
• Prioritize Community Connection: For journalists, cultivate deeper relationships within their communities, enabling a more direct and impactful form of reporting. This is a long-term investment, yielding dividends in trust and influence over 1-3 years.