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News influencer talking looking at camera shooting video
Video

5 TikTok tips from news influencers for the media

The world of news is changing – and the pace of transformation isn’t slowing anytime soon. As social media commands ever-increasing attention and content creators continue to gain traction, it’s no surprise that audiences are switching from broadcast news or reading an article to hearing a 30-second news synopsis on TikTok. In fact, companies like Influencer Journalism are already actively working to connect legacy media with influencers, while others like NBCUniversal have announced mobile-first news initiatives.

To keep up with evolving preferences, it’s vital that legacy media adapts, and news executives remain tuned into to audience expectations. That means learning from those who have found success from social media. News influencers, who are content creators that post about current events and happenings, are already popular with young audiences. And their preferences will undoubtedly shape the future of news.

Here are five tips from three successful, TikTok news influencers that media organizations can learn from, and put to work, as they build their audience growth strategies.

1. More fun, less complicated

News influencer @SmallTownIndiana, 48, who is located in Indianapolis – and refrains from using his real name to protect his privacy – has garnered about 179,500 followers on TikTok. He posts videos about local happenings and breaking news in Indiana.

He says that when it comes to viewer engagement, legacy media should focus on being a little less serious and a lot more comprehensible.

In fact, SmallTownIndiana says that after the January TikTok ban, his news stories no longer perform best on his account; it’s those like his series about finding the state’s best pork tenderloin sandwich that do better. The serious news topic that does perform is related to the high-profile Delphi murders, involving two teenage girls, which he also has a series about. Videos related to both of these topics have garnered over 100,000 views.

Although incorporating fun isn’t possible for every news story, especially those that are sensitive, it is important to balance serious topics with lighter ones, or perhaps create social content that is centered on lighter material or approaches. And for almost any topic, simplifying subjects and making them accessible will help engage broader audiences.

2. Short form news delivery

Another point that SmallTownIndiana cited was that traditional media organizations have the tendency to give people information in large doses and deep dives. For example, broadcast news requires people to sit through a 30-minute to one-hour long newscast to see what they are interested in. Yet, many news consumers want their information delivered conveniently and quickly.

“TikTok, to me, it has landed at a time where people are always on the go,” he said.

SmallTownIndiana said that his TikTok page gets a lot of traction because he relays information about what’s happening in his city or state in less than two minutes. As a result, he said, many viewers have told him that they come to his page first if a newsworthy event is happening. This is evident in his view count, which consistently sits in the thousands range.

His big takeaway is to think about ways in which audiences can find what they are interested in easily and consume it in a quick, easily digestible way.

3. Prioritize authenticity

Twenty-seven-year-old news influencer @_imjustzander, who has nearly 224,000 followers on TikTok, advises legacy media to appeal to Generation Z and Millennials in a respectful, yet authentic way. “People are smart, especially Gen Z,” said Zander (who prefers to use only his first name for privacy reasons). “They know when companies are trying too hard.”

Zander, who is located in Georgia, has been creating content since 2020 and makes videos primarily focused on political and global news. His experience growing an audience has shown him that authenticity is key.

His videos are quick-hitting and timely. He posts about six to eight times a day, while working a full-time job. He says his legal background has helped him succeed when talking to an audience on social media – and that news companies need to hone their communication style to resonate with their values, especially in the digital age.

“The pendulum is always swinging when it comes to social media,” he said. “And right now the pendulum has swung to where people just crave authenticity. People are so done with influencers; people are so done with just all of this over-professionalism.”

For legacy media, Zander believes that means leaning less into trends, which come and go quickly. Instead, they should focus on topics that are important to younger generations and do so in a way that respects their perspective.

4. Allow reporters to be real people

Fortesa Laitifi – @hifortesa – is a 31-year-old Los Angeles based news influencer who posts videos about politics, abortion rights, and the lives of child influencers. Given her background in journalism, which she received a master’s degree in, and her success in garnering an audience of about 42,500 followers on TikTok, she advises legacy media to have their reporters post on social media.

“Legacy media needs to meet people where they are,” said Latifi. “Either you want people to consume your stories or you don’t.” And to do that, they need to be present on social media not hidden behind a masthead.

Latifi cited The New York Times as an example, as the publication has seen success on TikTok and received hundreds of thousands of views by having its reporters explain their stories.

Another way for legacy media to accomplish this, she said, could be by having a designated TikTok person who posts videos. Dave Jorgenson from The Washington Post was one of the first and remains one of the best. With his presence on TikTok, the newspaper has amassed 1.8 million followers. “That really changed the way people think about TikTok and news,” she said.

Beyond simply building a younger audience, Latifi says that misinformation is an important reason journalists need to be on TikTok. In a time where it is easy for fake news to run rampant, she points out that is crucial for people to have reliable sources of news, no matter where they consume it.

5. Consistency is key

Given the impact of algorithms and virality, an important component is posting consistently on social media. According to Latifi, it is crucial to spend a lot of time on TikTok to get to know the platform and figure out which videos perform well.

As with other social platforms, posting consistently is essential to build a relationship with an audience and build a habit, where they are looking for the content on a regular basis. It is also critical to engage and learn from comments to cater to audience needs.

“People might think it’s a lot of effort and it is a lot of effort, but young people, we know from the data, are getting their news from places like TikTok, from places like Instagram,” she said.

Additionally, finding a niche or area of expertise can be beneficial. Latifi, for example, gets tagged in videos related to family vlogging because of her content about them, which receive thousands of views.

Ultimately, she says, it’s in the hands of legacy media to meet their audiences where they are. “We can grunt and groan about how the kids aren’t reading newspapers, or whatever. The important thing is that they do want to hear the news,” said Latifi.

See the big picture

News in this era is a delicate balance of finding new ways to attract audiences while also staying true to impartiality and delivering truthful, fact-based information. While social media connections are heavily reliant on authenticity and being personable, traditional journalists must simultaneously focus on maintaining professionalism and accuracy in their reporting.

Despite changes in news consumption habits, long-form content is still going strong, given its ability to tell in-depth, meaningful stories. But that doesn’t mean that short-form content shouldn’t be leveraged as a means of getting people there.

A row of marbles lined up to show how when product and revenue are in alignment media organizations flourish. Media Revenue
Featured Post | Revenue

Moving the media marbles in the same direction

Lately, I’ve found myself frequently saying variations of the same concept: “I like to see all the marbles fall at the same time,” or maybe “I like to see all the marbles moving in the same direction.” It’s a simple image, but it captures something critical that media leaders are grappling with. 

Right now, both for-profit and nonprofit news organizations are pulled in multiple directions, sometimes in ways that feel conflicting. There’s the urgent pressure to meet short-term revenue and development goals. There’s also the equally critical responsibility to build a scalable, high-quality content product that earns long-term trust and engagement. On the surface, separating those efforts can seem logical, even principled. Many media organizations intentionally silo revenue from editorial to protect independence, maintain credibility and avoid the perception of influence.

But here’s the problem: That separation, while well-intentioned, often leads to organizational disconnect, inefficiency, and even burnout. Editorial teams operate without a clear understanding of audience needs or funding realities. Revenue teams chase dollars without being fully connected to the mission or the product value that fuels those relationships. When these efforts are misaligned, the result isn’t integrity. It is inertia.

The most resilient and forward-moving organizations are the ones that challenge that separation. These media companies don’t treat building an audience and driving revenue as separate (or even competing) goals. Instead, they invest in infrastructure and culture that make it possible for product-led and sales-led strategies to operate in sync. They build systems that allow each side to inform and strengthen the other without compromising editorial independence. It is a deliberate tactical shift and a shift in mindset reset that has become essential in today’s climate.

Leading with product or sales

While coaching organizations through infrastructure strategies, I repeatedly run into a familiar question: In an early startup environment, how do you appeal to potential sponsors when your audience is incredibly valuable but statistically small? 

It’s not quite a paradox, but it does expose a frustrating contradiction at the heart of early-stage media revenue and audience growth. It strikes a nerve and speaks directly to the false binary of whether an organization should be focused on building or selling. The truth is, you can–and should–do both. When the entire team is grounded in the heart of your mission and has a clear understanding of who you are and what you offer, it actually becomes easier to move forward confidently on both fronts.

A product-led approach focuses on the quality of the news product, including its content, features and the consistent delivery of value to the audience. It helps media companies drive growth and can convert into revenue through subscriptions, memberships or recurring giving. This strategy emphasizes seamless content design, audience segmentation and member benefits, using clear calls to action to increase engagement and improve retention. Success requires research, surveying, behavioral analysis and continuous assessment. While typically slower and more intentional, product-led growth is essential for long-term sustainability.

What I’ve learned and often emphasize is that sales is not a mad scramble. It is a system. It is an opportunity to design and execute a strategy where effort, decision-making and influence come together to create real value for partners. Strong sales strategies lead to stronger sponsorships, better partnerships and long-term retention. Just like product development, this requires time, intention and strategic alignment. 

Understanding the nuances of both models and how product-led and sales-led growth can operate independently as well as together is critical. A dual-engine model that integrates both allows organizations to be nimble and intentional at the same time while building something sustainable, scalable and mission-aligned.

Leading with product and sales

We see this logic applied in the tech world. Companies known for product-led growth, especially in the startup space, don’t shy away from integrating a sales function. A product-led approach drives user acquisition and early traction, much like how a news organization might use free content or limited-access models to grow engagement. According to McKinsey research from 2023, companies that pair product-led strategies with traditional enterprise sales often outperform peers in both revenue growth and company valuation. That hybrid model, often referred to as product-led sales, allows organizations to serve both individual users and high-value institutional clients at the same time.

This shows something very clear. Building and selling are not competing forces. In reality, they are most effective when aligned through shared infrastructure. They are like marbles in a well-designed marble run. Each follows its own track with different curves, drops and timing. But when the system is aligned, all the marbles arrive at their destination together. That kind of coordination, guided by clarity and discipline, allows organizations, especially in news media, to grow with intention instead of remaining stuck in cycles of reactive decision-making.

When a newsroom builds systems that allow both models to operate in sync, everything becomes more intentional, more measurable and more resilient. A robust CRM connects audience data with donor and sponsor relationships. Strong analytics make it possible to track which content is performing and which audience segments are most engaged. Brand development provides both editorial and revenue teams with a shared language and a clear point of alignment. 

When this kind of integrated infrastructure is in place, product-led strategies such as newsletter personalization and loyalty programs help surface warm leads. At the same time, sales-led efforts like sponsorship pitches and donor stewardship can be guided by real user behavior and remain connected to the overall product experience.

The landing point

Too many for-profit and nonprofit mission-driven media organizations are being forced to choose between building a content product that earns trust or hustling for revenue that keeps the lights on. That false choice is costing more than just money; it is costing momentum. When product-led and sales-led strategies operate in silos, teams burn out, missions stall and infrastructure cracks under the weight of missed expectations.

A hybrid growth strategy, anchored in infrastructure, is sustainable, scalable and adaptive. It helps organizations become more responsive to opportunity and less reactive to disruption. By definition, marble runs help us explore how forces interact to influence motion, momentum and timing. They offer a powerful visual for how systems can be designed to create coordinated outcomes. That is exactly the kind of growth news media needs right now. This is not just about generating revenue or building an audience. It is about creating alignment so that every team, every strategy and every mission-driven decision moves with purpose and arrives exactly where it is meant to, together.

A confused robot to show how AI search has trouble with news citations and attribution
Research

AI search has a news citation problem

Artificial intelligence is transforming the way people search for and consume news. With nearly one in four Americans now using generative AI chatbots instead of traditional search engines, the way journalism reaches audiences is shifting dramatically. While AI-powered search promises speed and convenience, it presents serious challenges for news publishers, including loss of attribution (citations), declining referral traffic, and misinformation.

A new Tow Center for Digital Journalism study highlights these risks, revealing how AI-driven search tools often fail to credit, or to accurately credit, sources and bypass publisher controls, such as paywalls. As AI search rapidly evolves, media executives must understand its implications and develop strategies to protect journalism’s integrity and financial viability.

AI search engines struggle with accuracy and attribution

The Tow Center analysis studies eight AI-powered search tools: Perplexity, Google’s AI Overviews, Bing Chat, ChatGPT, Claude, Gemini, Meta AI, and Grok. The research concludes that over 60% of AI-generated responses contain incorrect or misleading information. Unlike traditional search engines that list multiple sources for verification, generative AI tools present single, authoritative-sounding answers—often with a false sense of confidence.

When AI search engines provide sources, they cite syndicated or republished versions rather than providing a citation for the original publisher. This practice diminishes the visibility of primary news organizations and deprives them of direct traffic. Even more troubling, some platforms, such as Grok and Gemini, regularly generate broken or fabricated URLs, misleading users and reducing referral traffic to legitimate news sites.

AI platforms ignore publisher controls

Beyond attribution issues, many AI search tools fail to respect industry norms designed to protect publishers’ content. The study finds that AI platforms routinely retrieve content from sites even when publishers explicitly block them using robots.txt, a standard tool for controlling web crawling. This disregard for publisher restrictions raises ethical concerns and undermines publishers’ ability to manage the use of their content.

The Tow Center analysis also identifies inconsistencies in using publishers’ content with licensing agreements. Some news organizations with formal partnerships with AI companies still experience misattribution or see their content surface in ways that do not drive traffic back to their platforms. These findings suggest that agreements alone are insufficient to ensure proper credit or compensation for news publishers.

Revenue and engagement threat

For media companies, the rise of AI search directly threatens digital traffic, audience engagement, and revenue generation. Traditional search engines drive referral traffic to news sites, supporting subscription models, advertising revenue, and brand visibility. If AI search tools continue to bypass proper citation and link attribution, they could significantly weaken publishers’ brand recognition, authority, and ability to monetize their content.

Additionally, AI-driven search changes user behavior by reducing the need to visit source websites. Instead of clicking through to read full articles, users increasingly rely on AI-generated summaries, limiting publishers’ opportunities to engage audiences directly. This shift challenges established business models and forces publishers to rethink how they distribute and monetize content in an AI-driven search environment.

Responding to AI search disruption

Despite these challenges, there are opportunities to influence how AI search evolves. Since AI search models rely on high-quality journalism to function effectively, publishers have the leverage to demand better attribution, transparency, and enforceable policies. This study suggests four key strategies for publishers:

  1. Advocate for stronger AI regulations: Industry groups and publishers can push for more transparent policies that require AI search engines to cite and link to sources properly.
  2. Negotiate licensing agreements: While existing agreements show inconsistencies, publishers can strengthen negotiations to ensure AI companies provide meaningful attribution and compensation.
  3. Develop AI-optimized content strategies: As publishers adapted to search engine optimization (SEO), they must now consider how AI models surface content and explore ways to maximize visibility.
  4. Educate readers on AI search limitations: Publishers can inform audiences about the risks of AI-generated misinformation and encourage direct engagement with trusted news sources.

The Tow Center study concludes that media companies must remain proactive and ensure that AI search platforms operate with fairness, transparency, and respect for original reporting. The long-term health of the news industry depends on ensuring that AI-driven discovery tools do not replace or undermine the very sources that power them. By pushing for industry-wide standards and holding AI companies accountable, publishers can work toward a digital ecosystem where AI search enhances, rather than diminishes, quality journalism.

young person looking at phone with credit card out to suggest that young audiences will pay for news
Featured Post | Revenue

Yes, publishers can turn young people into paying subscribers

Gen Z gets a bad rap from the news industry. Whether it’s news avoidance, the refusal to pay, or the rise in following news influencers rather than media organizations, myriad issues make it challenging for publishers to build relationships with younger audiences. Yet young audiences will pay for products that add value to their lives. 

The belief that younger audiences will engage – and even pay – for media products drove the foundation of Youthquake.  Danuta Breguła, MD for Paid Products at Ringier Axel Springer Polska and Liesbeth Nizet, Head of Future Audiences Monetization at Mediahuis nv are the people behind the Substack publication that focuses on how publishers can connect with young people. 

Crucially, it’s no longer the case that young people will simply “grow into” paying for news as they get older and have more disposable income. Nizet explained that this is a change that she’s seen over the 15 years she’s worked in journalism. “News is not a destination any more,” she observed. “[Young people] consume news between all the other cool things. That’s why platforms are really interesting for them, because they give you news, but also all the other stuff.”

Although the push to go directly to a news app or site may be lower, Nizet believes that younger audiences can be persuaded to pay for news. That belief drives her work every day at Mediahuis.

“You see that young people want to pay for a new skin in Fortnite, or something on Roblox, or a nice feature on Airbnb for example, because it inspires them, or triggers them,” she explained. “Why aren’t we able to find what triggers them [to pay] for something as important as independent journalism?” 

Thinking beyond the article

One issue Nizet highlighted is that many news organizations still think in text and image. Even video on news sites is usually landscape with a clumsy play experience. “It’s not the experience that they have on other platforms, and there is really some space for us,” she emphasized.

Short-form video — in portrait for mobile viewing – is the preferred consumption format for 61% of Gen Z and young millennial consumers surveyed by the Reuters Institute. Short-form text was the next most popular (40%), with long-form text ranking third in young audiences’ preferences (32%).

source: https://valuableyoungaudiences.com/

One example is looking at explainer videos which perform well for creators and influencers. News brands are ideally placed to do well from these, but Nizet said that this requires journalists showing their faces. To engage young news audiences, “we need to show our vulnerability,” she outlined. “We need to show how much effort it is to create a really good article, that it’s not just some piece of content like an influencer unboxing something.”

Nizet pointed to Danish news publisher Zetland as an example of offering alternative formats. Zetland identified that many of its readers wanted to get an update on their commute, and didn’t necessarily want to be looking into their screens. They invested in building an audio app with journalists reading out their stories. Now, 80% of their audience consume the news that way, and 45% of their subscribers are in their 20s and 30s.

Building trust off-platform

As well as innovating around publishers’ own platform experiences, there is value in investing in a presence wherever younger people are, in order to build those relationships. French daily newsbrand Le Monde told Press Gazette that investing in content for primarily Snapchat, TikTok and YouTube had helped initiate relationships with new audiences, who they then saw become paying subscribers after two or three years.

Nizet noted that although the end goal of being visible on social media should be to tease audiences back to publishers’ own work, there is a bigger role at play. “We can show them [on social] what our journalism looks like, how trustworthy it is, how we show different perspectives, and how we make content that is relatable to their world,” she said. “That is what will make them pay for it.”

“They don’t want to pay for some instance that is preaching to them how they need to live their lives. That is often what we still have in traditional media: we are going to tell you how the world is, and how you should think. It worked for other generations, but it doesn’t work for [young people].”

Although younger audiences are more likely to turn to social media for news, they are also very distrustful of the information they find on it. A Gen Z Report from Oliver Wyman Forum & TNM found that Gen Z are almost twice as likely to fact-check news, but also that they trust people like them 2x as much as “mainstream” news outlets.

A chart showing young news audiences' news behavior in particular the fact that they use social platforms to get news, but don't trust the news they get there.
source: https://valuableyoungaudiences.com

With that in mind, publishers should be mindful to have journalists in the newsroom which reflect the audiences they want to attract, and make them visible. At Mediahuis, they have invested in a team of Gen Z editors to help challenge and change mindsets, as well as encourage relationship-building with those audiences.

A two-way relationship

Another opportunity social platforms present publishers is the ability to engage and interact with young news audiences. This isn’t a new phenomenon, of course. Nizet noted that older generations also comment and read what others are saying with as much interest as the original content. 

“We are not just senders, but we act like senders,” Nizet explained. “We see platforms as traffic drivers. But a platform can do so much more than just traffic building. It’s about building trust and engagement, and letting people get to know your journalism.”

Crucially, this requires a re-adjustment of who publishers assess as their competitors. “We’re not competing against [traditional] media any more,” Nizet pointed out. “We are competing against cat movies, and influencer drama… that is the real competition.”

There is a balance to be struck between investing in building audiences on platforms publishers have little control over, and showcasing work to build trust. Nizet draws a clear distinction in her work at Mediahuis. Off-platform is the hook, where the question should be how journalism can be showcased and trust can be build. On-platform is about the reward, the value, the exclusivity and the community.

Looking outside publishing for inspiration

However successful individual publishers might be at attracting younger audiences, Nizet believes that real change will come from looking outside the industry at what works in other areas. This is the focus of her and Breguła’s Youthquake newsletter, and a report on How publishers can grow with today’s youth.

“We really want to go beyond the obvious things. So for example how Taylor Swift or Red Bull can help us understand and monetize younger people,” Nizet said. “There’s also a link between content creators, influencers and news brands…which could offer you a totally different perspective as a journalist than what you are used to, and it can be so enriching.”

It’s a sentiment that Zetland CEO Tav Klitgaard echoed to The Publisher Podcast this week. “The product has to be much better,” he said, referring to news sites and apps. “You have to compete with Spotify and Instagram. You shouldn’t compete with a legacy print paper, and it seems like a lot of people in the media industry are still believing that’s [who] you need to compete with, which is just totally wrong. You need to compete with YouTube.”

A shift in thinking to engage young news audiences

Nizet is optimistic that publishers can build a relationship with younger audiences, even a paying one. She pointed out that there will always be a need for news, and that there is a lot of opportunity for those who can think outside the box.

Crucially, the answer to these challenges won’t come from the way publishers are used to doing things right now. “We need to shift how we think,” Nizet emphasized. “We don’t control the internet… but we can see how we can adapt to it in formats that [young people] like, and stories that they like and feel relatable. 

“At some point, they will pay for it. I don’t mean when they are 30 or 35, I mean at the moment that they are feeling the value that we can offer them.”

Building a relationship where that value becomes evident to Gen Z is not a quick task. Strategies put in place now will take years to pay off, as with the example of Le Monde on social media. But it is a vital job that news publishers need to actively be planning for, if they want young audiences to pay for news in the future.

A group of young people smiling looking at phones to demonstrate their trust in news
Innovation | Supporter Spotlight

Why live blogs are the key to trustworthy news

2025 has already proven to be a defining year for social media, and we’re only a few months in! From Meta’s controversial decision to remove independent fact-checkers to TikTok’s on/off ban in the U.S. and Australia’s move to restrict social media use for under-16s, the social landscape is undergoing an intense period of change. These shifts are forcing media companies to rethink their distribution strategies and explore reliable, transparent alternatives for news delivery that prioritize accuracy and audience trust.

Live blogs are emerging as one such alternative for transparent journalism, offering fact-checked, real-time updates in an engaging format. Used by leading publishers like Der Spiegel in Germany and The Guardian in the UK, live blogs combine bite-size news, micro-videos, and interactive elements, giving journalists a powerful tool to engage their audiences while maintaining credibility.

A sustainable path for journalism

Half of U.S. adults get news from social media platforms like Facebook, X and TikTok, unfortunately that has only contributed to their declining trust in traditional media outlets. And the proliferation of fake news on social media demands new channels that provide information just as quickly and personally—while ensuring factual accuracy.

Live blogs strike a crucial balance between speed and accuracy, ensuring that audiences receive up-to-the-minute information without the risks associated with unchecked social media posts. They empower journalists to report transparently, involve their audience in the storytelling process, and foster genuine connections. As leading German news provider, the Sueddeutsche Zeitung, commented:

“Live blogs enable news to be shared with audiences while other in-depth reports, reportage, or commentaries on the event are prepared. In a sense, they show storytelling in the making.”

Direct interaction through comment blocks and Q&As, for example, allow journalists to go beyond basic updates to establish and meet user needs in an audience-first approach that fosters deeper connections. Videos showcasing their work make news organizations more relatable and trustworthy, while the ability to build transparency into reporting processes by clarifying sources, linking directly to primary documents, and issuing real-time corrections, stand live blogs apart from the fast-moving, unregulated world of social media.

Personality goes a long way

We know that the social and personal element of influencers is a major draw for audiences. With their less formal structure, live blogs allow journalists to bring a bit of their own personality into their reporting, whether through their tone, choice of details, or even small touches like author photos and location tags: “On the ground in D.C.” or “Live from the Oscars red carpet”.

A more casual style isn’t suitable for every story, but Der Spiegel’s recent Grammys live blog suggests there is room for opinion in live coverage. The witty back-and-forth between the reporters added depth and personality, making it feel more like a conversation than information feed, and turning a passive read into a shared event experience. As live blogs continue to evolve, they offer a powerful way for journalists to engage their audience on a more personal level while maintaining journalistic integrity.

By prioritizing transparency, authenticity, and connection, news organizations can rebuild audience trust and position themselves as authoritative sources in a crowded media landscape. This commitment to openness builds credibility, combats misinformation, and strengthens the relationship between journalists and the public—fostering deeper engagement and loyalty. And in 2025, that will be more crucial than ever.

Engaging younger audiences with interactive micro-content

Short-form video content has become a dominant format in social media, with platforms like TikTok popularizing the trend. However, while social media may excel at capturing attention, it often lacks editorial oversight. Live blogs, on the other hand, allow media organizations to blend micro-content—such as short videos, Q&As, and polls—with verified news updates that audiences can trust. This interactive approach keeps younger audiences engaged while ensuring that the information they consume is accurate and relevant.

Stuff often uses live blogs to great effect, covering events such as The Met Fashion Gala to keep readers up to date with the outfits on show and drama as it unfolds. By incorporating expert written comment and video snippets, readers were brought closer to the event. Audience surveys enabled reporters to gain real-time feedback from readers, who in turn could actively participate in the coverage they consumed, creating a compelling, participatory experience.

Mobile-first and second-screen experiences

The way people consume news has shifted dramatically. Television audiences continue to decline, while mobile devices have become the primary gateway to news and entertainment. Live blogs cater to this shift by offering mobile-first, responsive designs that provide seamless access across devices.

Additionally, live blogs enhance the “second-screen experience” by integrating real-time stats, analysis, and background reports. Whether covering a sports match, a political debate, or a major breaking news event, live blogs give audiences a richer, more immersive experience than passive social media scrolling.

One of the world’s longest-running and most-watched non-sporting events, The Eurovision Song Contest, is a great example of this in action. From the performances on stage to the backstage dramas, national titles such as The Irish Independent used their live blog to provide followers with a second screen to participate in the antics of this diverse and elaborate spectacle.

Strengthening community ties

In the race for digital engagement, national and global media outlets often overlook the power of local reporting. However, hyperlocal content is experiencing a resurgence as audiences seek news that directly impacts their communities. And people often turn to social media groups for interaction at a neighborhood level.

Live blogs offer an ideal alternative for this type of coverage, enabling media companies to provide real-time updates on local events, elections, and sports teams. In the summer of 2024, heavy rain caused severe flooding across Germany and other parts of Europe. Reporters from a range of national and regional titles covered the situation via live blogs for days on end, often late into the night, to keep local readers informed on their situation in their area. Readers spent an average of 5 minutes on the live blogs to keep abreast of updates and prepare for the floods.

By focusing on hyperlocal reporting, publishers can build stronger community ties, enhance audience loyalty, and support long-term engagement through subscription models.

Engagement with responsibility

The social media era has prioritized virality over veracity, often at the expense of journalistic integrity. As regulatory pressures increase and audience expectations shift, media organizations must embrace formats that prioritize both engagement and responsibility in order to win back audience share with viable alternatives.

Live blogs present a sustainable solution. By offering real-time, fact-checked news in an interactive format, they provide a compelling alternative to social media’s often chaotic and unreliable ecosystem. Publishers that invest in live-blogging technology will not only enhance audience trust but also future-proof their reporting strategies in an increasingly uncertain digital landscape.

Advertising | Industry-Research | Research

News podcasts are wildly popular. But who’s listening?

Podcasts are transforming how Americans consume news, offering on-demand access to trusted voices and in-depth analysis. As traditional news formats evolve, podcasts have become a critical medium for audiences seeking timely, engaging, and diverse perspectives.

Second only to comedy, news podcasts are a dominant podcasting genre. A new report from Sounds Profitable, in partnership with Signal Hill Insights, finds that 31% of podcast listeners consumed news content in the past month. The findings underscore a significant shift in how Americans engage with news, moving away from traditional TV broadcasts and toward more personalized, on-demand listening experiences.

News podcast consumer demographics

The average age of a news podcast consumer is 47, closely mirroring the overall U.S. adult population. This starkly contrasts television news audiences, where the average age skews significantly older—70 for MSNBC, 69 for Fox News, and 67 for CNN. This demographic shift highlights how younger audiences gravitate toward podcasts as a preferred medium for staying informed. Balancing short-form daily news updates with longer-form analytical discussions allows podcast listeners to integrate news consumption seamlessly into their routines.

The social influence factor

One of the study’s more interesting findings is the role of social influence in driving news podcast discovery and engagement. News podcast listeners exhibit significantly higher levels of social sharing and recommendations compared to their non-news counterparts:

  • 73% receive podcast recommendations from friends and family, compared to 51% of non-news listeners.
  • 73% actively recommend podcasts to others, versus 49% of non-news listeners.
  • 83% say they are likely to listen to a podcast recommended by someone they know.

This word-of-mouth dynamic plays a crucial role in podcast adoption, highlighting the importance of personal connections in shaping media consumption habits. While platforms and algorithms contribute to discovery, personal recommendations remain the most powerful driver of engagement.

Additionally, news podcast listeners are more likely to consume content with others. Unlike other podcast genres that often cater to solo listening, news podcasts frequently become a shared experience. Group listening fosters discussions and deeper engagement with the content, whether in the car during a commute or as part of a morning routine. The study reveals that 88% of news podcast consumers who listen with others cite “listening while traveling” as a major benefit, compared to 66% of podcast listeners.

Advertising challenge and opportunity for news podcasts

Despite their high engagement levels, news podcast listeners are not immune to advertising fatigue. The study reveals that:

  • 21% have stopped listening to a podcast due to excessive ads.
  • 14% cite repetitive content as a reason for abandoning shows.

This finding challenges the assumption that strong host-listener relationships can completely counteract fatigue. Even among engaged audiences, there is a threshold for how much advertising they are willing to tolerate.

However, the research also uncovers a compelling opportunity for brands. News podcast listeners are more receptive to brand-sponsored content than the general podcast audience:

  • 61% say they are likely to listen to a brand-sponsored podcast.
  • 46% indicate that a company’s involvement makes them more likely to try a new podcast than 34% of non-news listeners.

Brands can forge meaningful connections with news podcast audiences by positioning themselves as content partners rather than just advertisers. By integrating seamlessly into the content, brands can enhance rather than disrupt the listener experience.

Podcasts and the future of news consumption

The traditional model of news consumption—gathering around the television at a fixed time—has largely faded. Instead, audiences curate their news experiences through digital and on-demand platforms. While social media and news websites play an important role in this transition, podcasts offer a unique advantage: deeper engagement and trust.

Unlike passive scrolling through headlines, listening to a news podcast requires intentional engagement. The hosts of these podcasts often become trusted voices, forming strong bonds with their audience. This level of trust is a significant draw, positioning news podcasts as a vital part of modern news consumption. However, the challenge lies in maintaining audience engagement without alienating listeners through excessive advertising.

The findings from this report offer a compelling look at the evolving media landscape. News podcasts attract a younger and more engaged audience and reshape how people discover, consume, and share news. The influence of social recommendations and the potential for shared listening experiences emphasize the unique role of news podcasts in today’s information ecosystem. Additionally, the nuanced relationship between advertising and engagement further solidifies their distinct position.

Journalism support organizations
Industry-Research | Research

It may be time to reform journalism support organizations

Journalism support organizations face scrutiny regarding efficiency, strategic direction, and overall impact. Critics argue that these organizations function as bureaucratic intermediaries, consuming philanthropic resources without adequately addressing the needs of local news outlets. At the same time, many journalists and news organizations find these support structures essential to their survival, particularly as they navigate an increasingly complex media landscape. This tension raises an important question: How can support organizations evolve to better serve the local news ecosystem?

A recent report, “The Critical Role Support Organizations Can Play in Maturing the Local News Field,” commissioned by the Democracy Fund explores this issue in depth. The report concludes that a broader “field-level agenda” is necessary to help define common goals, establish accountability metrics, and align efforts across the journalism ecosystem.

Field-level agenda for journalism support organizations

One of the report’s findings is the lack of a shared framework to measure success in the local news sector. Many support organizations operate with distinct, sometimes overlapping missions, making it difficult to assess their collective impact. The report proposes a “field-level agenda” as a solution—an overarching strategy that brings together diverse players to set priorities, establish success metrics, and enhance collaboration.

Support for this concept is widespread. Many industry leaders echoed the idea that a structured, collaborative framework is needed to ensure that support organizations advance the field. David Grant of Blue Engine Collaborative notes that the industry struggles to effectively define its audience and measure impact. Similarly, Mary Walter-Brown of News Revenue Hub emphasized that support organizations should be held accountable for how well they help news organizations grow.

Roles and responsibilities of the news support ecosystem

There is broad agreement on the need for better organization within the field. However, stakeholders are still grappling with who should lead this transformation. Many argue that philanthropic organizations should establish more explicit expectations for accountability and collaboration.

Damon Kiesow, Knight Chair in Journalism Innovation at the University of Missouri, suggests that funders could accelerate progress by requiring grantees to adhere to standardized impact metrics. Tristan Loper of the Lenfest Institute points to recent grantmaking initiatives emphasizing partnerships rather than competition as a potential model for fostering greater alignment within the sector.

Others question the long-term sustainability of specific support organizations. Instead, they propose that funders adopt a more strategic approach to determining which initiatives should last decades and which should be time-limited interventions. This perspective underscores the importance of developing a clear vision for the role of support organizations within the broader journalism landscape.

A collaborative approach to news media support

The report highlights that while no single experience defines all support organizations, there is a shared desire for greater collaboration. The report was given to participates for review and some leaders noted that the report’s initial tone seemed overly defensive. They felt it reinforced criticisms rather than highlighting these organizations’ indispensable work. However, this feedback reinforces the issue’s complexity. Support organizations must navigate a fine line between responding to critiques and advocating for their essential role in the ecosystem.

Stefanie Murray of the Center for Cooperative Media challenged the notion that support organizations lack accountability. She pointed out that many already adhere to rigorous funding requirements. This debate underscores the need for a nuanced discussion about defining and measuring success in ways that reflect the realities of different organizations.

Next steps for journalism support organizations

While this report provides valuable insights, it raises questions that merit further exploration. For instance, how can the support field evolve, and what lessons can we learn from other industries? What balance should exist between funding direct journalism (news organizations) and intermediary organizations providing infrastructure and support?

Several leaders who participated in the report have proposed expanding the taxonomy of support organizations to include groups that act as bridges between journalists and community organizations. Others call for a similar taxonomy for newsmakers and funders, which could help clarify how different entities fit within the broader ecosystem.

The challenges facing journalism support organizations are complex. However, the Democracy Fund’s research states the need for reform is clear. Establishing a field-level agenda could bring greater coherence, accountability, and impact to the sector. However, achieving this vision will require sustained collaboration among all stakeholders, support organizations, funders, and local news leaders.

As the industry evolves, support organizations must adapt to ensure they remain valuable partners to local newsrooms. By embracing a more strategic, data-driven approach to measuring success and fostering collaboration, the field can move toward a more sustainable and effective future for local journalism.

Industry-Research | Research

AI assistants error prone when it comes to news

Artificial intelligence is rapidly transforming the way people access and consume news. With AI assistants increasingly serving as intermediaries between audiences and trusted news sources, it is essential to understand how accurately and reliably they present information. Unfortunately, according to recent research from the BBC, AI does not accurately deliver news.

In new research, the BBC is evaluating how well leading AI assistants—ChatGPT, Microsoft’s Copilot, Google’s Gemini, and Perplexity—deliver news-related answers. By granting these AI models access to its website, the BBC sought to assess its ability to effectively reference and represent its journalism.

This study examined the quality of AI-generated responses using 100 news-related questions, with BBC journalists evaluating them based on seven key criteria, including accuracy, attribution, and impartiality. The reviewers then determined whether the responses contain minor, significant, or no issues across these areas.

Significant errors in AI news

The results show that over half (51%) of AI-generated responses contain significant issues, while 91% exhibited some inaccuracy, bias, or misrepresentation. Specific issues include factual errors, misattribution of sources, and missing or misleading context. When evaluating how these AI assistants represented BBC content, the study finds that Gemini (34%), Copilot (27%), Perplexity (17%), and ChatGPT (15%) produce responses with errors in their use of BBC sources.

Accuracy and misinformation

AI-generated responses frequently report factual inaccuracies, even when citing BBC sources:

  • Gemini incorrectly states that the NHS discourages vaping as a smoking cessation method, despite BBC coverage explicitly confirming that the NHS supports vaping for smokers that want to quit.
  • Copilot misrepresents the case of rape survivor Gisèle Pelicot, falsely claiming that blackouts and memory loss led her to uncover the crimes against her.
  • Multiple assistants incorrectly report figures, such as significantly underestimating the number of UK prisoners released and misattributing Chrome’s market share statistics.
  • ChatGPT erroneously reports that Ismail Haniyeh, assassinated in July, is still an active Hamas leader.

Attribution and sourcing errors

AI assistants frequently misattribute or incorrectly source information. Some rely on older articles, leading to misleading conclusions. In several instances, assistants claim to summarize BBC reporting but include details that did not exist in the BBC articles.

Impartiality and editorialization

In addition to prevalent factual errors, AI assistants struggle with maintaining any semblance of journalistic impartiality. The study flags multiple instances where opinions are presented as facts, sometimes falsely attributing to the BBC as the source. For example, Perplexity characterized Iran’s actions in the Middle East conflict as “restrained” and described Israel’s response as “aggressive,” despite no such characterization appearing in the BBC article.

AI errors in news is a risk to public trust

These findings highlight serious risks in AI-generated news summaries. Misinformation can erode public trust in news media, whether due to factual errors, misleading context, or editorialized conclusions. Distortion of BBC’s content can have significant consequences. If these risks continue, audiences may question the credibility of BBC’s reporting.

AI assistants are set to play an increasing role in how people access news and because they do not generate meaningful traffic to media websites, it appears that the majority of people using them are not exploring further to determine the accuracy of the purported news AI delivers. This, it is critical that AI agents or chatbots endeavor to uphold the information ecosystem’s rigorous and trusted editorial standards.

Ultimately, AI developers are responsible for ensuring their products align with fundamental journalistic principles, including accuracy, impartiality, and reliable sourcing. The BBC warns that if these challenges go unaddressed, AI risks undermining the news organizations it depends on for credible information. As AI continues to evolve, the BBC emphasizes the need for the media industry to champion responsible AI integration to safeguard audiences and preserve journalism’s integrity.

Industry-Research

Influencers take on the news

News influencers are transforming how people consume information on social media, emerging as a key force in the digital landscape. This new breed of news influencers are defined as having at least 100,000 followers on platforms such as Facebook, Instagram, TikTok, X (formerly Twitter), and YouTube and who frequently post about news topics. Most news influencers operate independently, with over three-quarters (77%) having no current or prior affiliation with a news organization. They combine personal branding with the dissemination of information, carving out a space that blends elements of journalism and entertainment with questionable accuracy.

A recent Pew Research Center study, America’s News Influencers, finds that roughly one in five U.S. adults regularly gets news from influencers. Younger audiences—particularly those aged 18 to 29—are even more likely to do so. Among this age group, 37% rely on influencers for updates on current events.

News influencers reach their audiences through multiple platforms, with X currently leading the way. About 85% of Pew’s sampled influencers are active on X, followed by Instagram (50%) and YouTube (44%). Many adopt a cross-platform strategy, with some maintaining a presence on five or more sites. While these news influencers skew largely male, TikTok stands out for its relatively balanced gender representation among influencers.

Diverse content and political landscape

Americans who follow news influencers encounter diverse content, including factual updates (90%), opinions (87%), humor (87%), and breaking news (83%). Among those consuming opinions, 61% report seeing a mix of views they agree and disagree with, while 30% say they mostly encounter opinions they agree with. Only 2% see information with which they mostly disagree.

Influencers cover equally wide-ranging topics, though politics and government dominate their content. However, this focus reflects the study’s fielding period—July 15 to August 4, 2024. During this time, significant events included the Democratic and Republican National Conventions, the first assassination attempt on Donald Trump, and President Joe Biden’s withdrawal from the presidential race. While U.S. politics takes center stage, influencers also address social issues such as race, LGBTQ+ rights, and abortion, along with international events.

Despite their prominence, news influencers present a complex picture regarding political orientation. Slightly more influencers identify as right-leaning (27%) than left-leaning (21%), though half remain politically neutral. TikTok stands out as the only platform where left-leaning influencers outnumber right-leaning ones.

Audiences value news influencers’ perspectives

Audiences perceive news influencers as offering distinct and valuable perspectives. Most followers believe these influencers help them better understand current events. Among those who rely on influencers for news, 65% say they enhance their understanding of current events and civic issues, while only 9% feel more confused. Another 26% say influencers make little difference in their comprehension.

When comparing news from influencers to other sources, 70% find it at least somewhat different. About 23% describe it as extremely or very different, while 29% see little to no difference.

News influencers with and without industry experience differ

News influencers with and without news media industry experience differ notably in their public personas. Those tied to news organizations are less likely to express political leanings; 64% avoid clear political orientation, compared to 44% of non-industry influencers. Although similar proportions identify as right-leaning (25% vs. 27%), just 9% of industry-tied influencers identify as left-leaning, compared to 25% of non-industry influencers.

Non-industry influencers are also more likely to connect their profiles to specific values or identities, with 22% doing so versus just 2% of industry-tied influencers. For instance, 8% of non-industry influencers support LGBTQ+ rights or identify as LGBTQ+, while none with industry experience express such views.

This research highlights the growing impact of news influencers in the modern information ecosystem. Operating largely outside traditional media structures, they offer audiences a mix of facts, opinions, and entertainment. While their rise enables more personalized and diverse information consumption, it raises important questions about accuracy, accountability, and the evolving role of professional journalism in a landscape increasingly dominated by independent digital voices.

Perspectives

The grey zone: Where the media fits into fake news

Change is an inevitable part of journalism. No one would deny the radical – and ongoing – technological shifts impacting the craft over the past three decades. And few (if any) would deny that some things have stayed the same. These include both a steadfast belief in the importance of journalistic ethics and the existence of fake news.

Where there are journalists creating news, there are codes of ethics to guide them. And where there is information widely disseminated to the public, there are those who would use it to communicate falsehoods. Without doubt, the two have intersected time and again throughout history. And today is no different. In fact, the incentives of modern media distribution may well lend themselves to the spread of anything incendiary (if not entirely accurate).

The familiar story about the impact of Orson Welles’ radio play The War of the Worlds is typically cast as a warning about the influence of the media on the public. Legend has it that listeners to the fake news alert truly believed that aliens were invading the country.  But that appears to have been only part of the story. 

Some scholars speculate that newspapers, acting on their fear that radio would siphon off their audience, planted the story to discredit their upstart competitor. According to Pooley and Saclow, the real fear was rooted in the media business model. Dependent on advertising, newspapers had to prove that they still had what it takes to attract readers. In order to do so, why not use their medium to report on spurious accounts, thus undermining radio and entering the grey area of fake-ish news.

Social media and purveyors of truth

Fast forward a hundred years. The contemporary focus on fake news has been expressed as starkly black and white. There are champions of truth and there are the peddlers of lies – at any point on the political spectrum. However, there is actually a good deal of unexplored grey space in the fake news discussion. And the media is due for a bit of soul searching in where it fits into this space.

Certainly, the premise that social media is solely responsible for the proliferation of mis- and disinformation is one that appeals to media-watchers, scholars and journalists of all stripes. They (social platforms) took audience attention and advertising revenue with their addictive design, algorithmic acumen, and surveillance advertising models. Given the sheer reach of these platforms, it is only natural to assume that they are responsible for the spread of fake news.

Yes, but… While social media platforms can track the number of views, likes and shares, they certainly can’t tell us why a post was shared and how someone reacted to it. Fake news may travel far and fast, but—while a key consideration—spread is only part of the problem.

Reach is something all media platforms and players crave. And as the fight for audience attention intensifies, the pressure is on to compete—which may mean everybody finds themselves playing by the platforms’ rules.

However, as social platforms “distance themselves from the news,” decrease its visibility, or outright block news altogether, the media business is presented with an uncomfortable moment on many levels. The traffic firehose has been kinked. Newsmakers need to rethink how to find, attract and build audiences. And if that’s less from social platforms and a return to direct relationships, it’s a great time to examine the way the message has been skewed to the social medium.

Journalists make good news

During the course of research I’m working on with an international workgroup (funded by the Center for Advanced Internet Studies in Bochum, Germany and which includes DCN’s editorial director, Michelle Manafy), we had the opportunity to speak to 20 U.S.-based news professionals. We asked them what they believed the role of the media is in society, and what they perceive as standing in the way of achieving that objective.

Every single one of them expressed the idea that their responsibility was to inform the public. And nearly all of them said that this was getting harder to do because of journalism’s broken business model, which they pointed out is driven by increased competition for attention, particularly with or on social platforms. Unfortunately, this attention imperative—on a digital playing field where comments and shares have taken on outsized import—incentivizes attention over information. 

It feels a bit like “any publicity is good publicity.” Except that, as they adhere to standards of quality that beget trust, journalists should be picky about what kind of publicity they seek to attract.

Today’s distribution channels—social media “public square” —may not afford us the ability to carefully curate the presentation of news as we might like. But just as we might look back and shudder at Yellow Journalism or propaganda-laden news reels, we need to own our place in the history that is unfolding.

Precision is key

If a headline or a soundbite may be the only aspect of the news our audiences are exposed to we must view it as such. Even when we know that a single scintillating fact is likely to get passed around on social, responsible journalistic practices mean we must provide the kind of context that avoids the likelihood of misinterpretation. Journalistic ethics should encourage us to resist the temptation of drifting into the grey zone with misleading hooks. 

If research suggests something—and remember, one report rarely “proves” anything—we must avoid blanket statements and absolutes, even if they are going to be much more “engaging” on social. If engaging means fueling the rage cycle with pithy half truths and headlines that highlight the most flame-fanning aspect of a story, the news media becomes complicit in the fake news lifecycle on social. Undoubtedly this approach is frequently rewarded with fierce debate. It might spread like wildfire on the socials. And to some, that will feel like success; who doesn’t want their 15 minutes of fame? Of course, this begs the question as to mission of news media.

But as social media dials down the news, it only gets harder to break through. And by extension, the incentives to find that sick factoid most likely to go viral grows.

Rebuild trust and the value proposition

Informing the public. Holding the powerful accountable. Representing the voices that go unheard. Serving the essential role in American Democracy as the Fourth Estate. These are the things that the news journalists we spoke to see as the role of the media in society.

And as the news seeks to find its way back to the American public; as it seeks to rebuild its crumbling business models, these are the foundational pillars.

Ask yourself what a misleading headline does to trust and your audience relationship because that relationship takes on a whole new meaning when the goal is more than a click, comment, like or follow.  As we focus on the post-social distribution model, random clicks fade in importance. Fleeting engagement will be reshaped as loyalty. And loyalty is built on trust; trust that you are making news so valuable it’s worth paying for.

Industry-Research | Policy

Government control of media on the rise globally

Government control of media outlets around the world is on the rise, according to the State Media Monitor 2024 report. The portion of editorially independent media among all state-controlled and public media around the globe dropped from 20% in 2021 to 16% in 2024. According to the data, only 96 of the state and public media outlets included in the study can be defined as editorially autonomous – decreasing from 93 the previous year. The decline is especially significant considering the 2024 analysis included 13 countries added since the prior year’s analysis: Cape Verde, Mali, Sierra Leone, Fiji, Samoa, Solomon Islands, Bahamas, Barbados, Dominica, Saint Kitts and Nevis, Andorra, Kyrgyzstan, and Maldives.

Over 84% of the 601 state-administered media entities in 107 countries studied by State Media Monitor showed a lack of editorial independence. This represents a 1% increase from the previous year, highlighting the persistence of state control over media.

State Media Monitor defines state-controlled media as media outlets “that are wholly owned and operated by the government, which has a big say in their editorial agenda.” On the opposite end of the scale, Independent public media are defined as public service media whose funding and governing mechanisms are designed to insulate them from government interference. In between those extremes are media outlets operating under various levels of government influence, ranging from independent state funded or managed media to captured public or private media outlets.

The analysis indicates many countries are competing for control of the global news ecosystem. The US, the UK, France, China, Russia, and Turkey, are expanding media empires beyond their own borders, vying for international news dominance. Some countries such as China are funding or otherwise supporting news media outlets beyond their borders, making their overall influence difficult to trace and measure.

Key findings of the State Media Monitor report

State-controlled media grows

About 65% of monitored outlets fall under the state-controlled model, where the government directly influences editorial agendas.

In 2024, 31 outlets in Europe operate under complete state control, an increase from 24 in the prior year.

Independent media declines

The percentage of privately owned media outlets captured by the government increased in 2024 for Europe (19%) and Middle East and North Africa (14%).
Public broadcasting in Slovakia, Thailand, South Korea, and several regions in Spain have lost editorial independence.

Political influence

Right-wing political groups in Europe, including those in Austria and the UK, pose ongoing threats to independent media. Meanwhile, media outlets in countries such as Thailand and South Korea operate under significant government censorship.

State-run media in authoritarian regimes such as those in China and Russia are extending operations internationally, significantly influencing global narratives.

Political power and media in 2024

Elections were held in more than 50 nations in 2024, heating up competition for control of the political narrative. State Media Monitor reports that less than a quarter of countries which held elections in 2024 have independent state and public media with editorial freedom, substantially risking the integrity of election processes. Several global conflicts and wars intensified government involvement in media and fueled vying propaganda narratives. Private businesses and political actors also compete for media sway.

Troublingly, public service media is declining around the global. Europe, which typically boasts a plethora of independent outlets, is facing growing pressure from political parties aiming to undermine public service media. European state-controlled media outlets are on the rise, with private media outlets in Hungary, Serbia, and Turkey falling under significant government control. Meanwhile, no purely independent public media outlets were identified in Eurasia, sub-Saharan Africa, Latin America, the Middle East and North Africa (MENA), or Oceania.

State and public media under state control in 2024

The percentage of media outlets under absolute government control compared to the total number of state and public media outlets overall in the region were reported as follows.

  • Europe – 26%, an increase from 21% in 2023
  • Eurasia – 83%, an increase from 80% in 2023
  • Sub-Sahara Africa – 86%, a decrease from 87% in 2023
  • Middle East and North Africa – 62%, an increase from 60% in 2023
  • Asia – 74% – a decrease from 75% in 2023
  • Latin America and the Caribbean – 77%, the same as 2023
  • North American held steady at 0%, the same as 2023.

Consequences of state-owned media dominance

There is no getting around the dire consequences posed by government domination of media. The increase in government control indicated in the State Media Monitor report jeopardizes journalistic integrity, the objectivity of news reporting, and diversity in the media landscape. An increase in state-controlled media elevates dangerous propaganda throughout the world.

However, there are a few bright spots. The newly elected government in Poland released publisher Polska Press from state control. The Dominican Republic’s Corporación State de Radio y Televisión (CERTV) has also demonstrated significant improvement in independent editorial coverage over the past year. The Labour Party victory in the UK bodes well for the BBC. These changes suggest that shifts in political leadership can positively impact media independence.

It remains critical that independent media outlets help raise awareness of the need to protect news and information from government control. Media organizations can help advocate for reforms and protections for independent journalism. Safeguarding a diverse information landscape that fosters robust democratic discourse should be a priority for news organizations and a concerned public.

Industry-Research

It’s time to connect journalism research with media professionals

A great deal of research on journalism and the news and media industry is being undertaken by academics. However, most journalists have limited exposure to this work and few academics undertake their research directly with journalists. This has created a gap between the study of journalism and the practice of journalism. In the challenging economic climate for the media, the industry could certainly benefit from increased knowledge on how journalism should be practiced and produced today.

Bridging the divide between journalism research and practice requires understanding both fields’ unique challenges. Journalism research uncovers critical insights into news coverage. For example: how it can reinforce racial stereotypes, misrepresent facts on climate change, or build public trust through transparency. Research alone cannot solve these issues. However, it offers evidence-based support to news organizations, providing a better foundation than relying on tradition or instinct. The American Press Institute and Journalism Bridging Project’s new white paper, The Research-Practice Gap in Journalism, explores this issue in the U.S. and suggests strategies on how to bridge it.

Identifying barriers between researchers and media professionals

Academic findings rarely reach journalists in ways that encourage actionable change. This is largely because the priorities of academia and the news industry differ. This disconnect leads to tensions as journalists see researchers detached from newsroom realities. Academic journals do not typically prioritize practical applications. Findings are also often locked behind expensive paywalls, making them inaccessible to journalists.

The slow pace of academic publishing further complicates things, with research often needing to be updated by the time it becomes available. Despite these challenges, efforts are underway to bridge the gap. Some researchers are collaborating with newsrooms to help journalists adopt audience engagement strategies, and institutions like the Center for Media Engagement are working to make research publicly accessible.

Understanding the divide between journalism research and practice is key to addressing it. Both fields are committed to supporting democracy through a strong, independent press, but their incentive structures differ greatly. Newsrooms need research that addresses immediate challenges, such as rebuilding public trust or sustaining business models. Academia, meanwhile, values long-term exploration of theoretical issues, which can lead to research that feels disconnected from journalism’s day-to-day needs.

Bridging the gap between journalism research and journalists

Connecting journalism research with practice is a complex challenge, but conversations with journalists and academics reveal several strategies to address this divide. Some initiatives can be implemented more easily at the smaller end of the spectrum. For instance, better engagement between newsrooms and researchers could begin with simple outreach efforts. Journalists can inform scholars about their ongoing projects, and researchers can take the initiative to translate their findings into accessible, practical language for journalists.

The report suggests that conferences also provide a platform for bridging this gap. While journalists and researchers attend conferences, they often participate in different ones. Encouraging both groups to attend interdisciplinary events like South by Southwest or practitioner-focused gatherings like the Online News Association could foster meaningful connections. Panels that mix scholars and practitioners, as well as workshops and networking opportunities, offer fertile ground for collaboration.

Another key idea is producing different research outputs for different audiences. For example, the Center for Innovation and Sustainability in Local Media produces traditional research and more journalistic pieces highlighting real-world stories. This dual-output approach can help researchers make an impact more quickly, ensuring their findings are accessible to journalists before the news cycle moves on.

The academic connection to real world journalism

Solution-oriented research, such as case studies highlighting successful strategies used by news organizations, can also provide models for others to follow and inspire confidence in the practical application of academic work. The academic structure itself should encourage practical, real-world research. Tenure and promotion policies should reflect the value of public scholarship and engagement with newsrooms, focus more on practical implications, and make research sections, such as recommendations, open access to ensure they reach a wider audience.

Journalism education also plays a critical role. Journalism schools can better integrate research skills with practical training, helping students understand how to apply evidence-based insights to real-world reporting.

Funding is also essential to support initiatives like these. Independent funding allows researchers to prioritize mutual goals in their partnerships with newsrooms, while newsrooms receive compensation for the time they invest in collaborating with researchers.

Closing this divide requires better communication, stronger relationships, and more accessible research. Journalism support organizations, funders, universities, and newsrooms must work together to bridge the gap, improving the quality of journalism and supporting informed decision-making. With greater collaboration and shared commitment, journalism research and practice can overcome their divide, benefiting the news industry and the public it serves.

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