Independent Modern Media Brands
I wonder what Murphy Brown would think of today’s media world?
Years ago, I had a conversation with colleagues about where I saw news media moving in the American market. I have always been someone who is quick to try new platforms, play around with new tech, and actively watch social media communities across different channels. Working in media and communications, this seems like a obvious way to keep up to date with the market and current culture, not to mention staying curious and creative. So I was perhaps not surprised, but disappointed, when these colleagues balked at the idea that major newscasters would likely begin to leave the rigid nature of their networks, and instead better leverage their knowledge, contacts, personalities, and technology to build their own. And they did. Now who has the last laugh?
Now, American news has always been….interesting. Ever since the during the Regan years, we have been on a slippery slope of entertainment-style news with sensationalized headlines and production. I admire the teams, intelligent anchors, and investigative journalist greatly, but it seems they have increasingly felt undervalued and lately seem to be pushed out, or stepping down. These big media changes have included veteran anchors Lester Holt, Norah O'Donnell, Don Lemon, Joy-Ann Reid, Jim Acosta "stepping down" and/or losing shows, in a time where we really need their voices. . We need integrity, investigative reporting, supportive ownership, and factual news more than ever, though perhaps through their own mediums, we will actually get more of what we need from important veterans of the space, as part of an ongoing evolution in how news is delivered with many journalists.
With traditional media losing ground in ratings and trust, under dubious ownership (looking at you, Washington Post and LA Times), not getting proper funding for necessary investigative reporting, and not keeping up with a rapidly shifting delivery mediums, it is no wonder that media personalities are finding new ways to connect with their viewers, unrestricted by a network. Anchors like Joy-Ann Reid in particular, were ultimately punished by their firms - despite just winning awards for her work - as they remained steadfast in calling out injustice and nonsense. We need Joy and people like her given what we are up against in the world of misinformation, lack of media literacy, and a dangerous regime in the white house.
Now, onto journalists and anchors building successful independent media business…As the great podcaster and tech journalist Kara Swisher has stated: “Being entrepreneurial is critical to being in the media. We’ve got to reinvent ourselves with the right cost structures and the right size. You can have enormous influence. I haven’t worked for a big media company in years. I have lots of influence.” From books to live-streaming, podcasts to newsletters, there are a million ways to build in this current media environment, and not just traditional journalists. Historian Heather Cox Richardson has built a multi-million dollar newsletter on substack which includes daily voice note summations and a podcast, and her paid subscription model is largely based on people being able to comment, and professor & lawyer Robert Reich has built up an enormous following in a similar manner, along with youtube. Even Economist Paul Krugman, who had previously worked for the NYT, has recently created his own to join the pack. Want to see where people have gone?
Katie Couric is my favorite examples, as she built Katie Couric Media early and adjusted her delivery, from daily newsletters, podcast, youtube, and IG lives with her many contacts to give immediate insight on breaking news. She updates several times throughout the day, giving us exceptional insight from global experts. She was not afraid of pivoting with this kind of accessibility after all her year’s on air, and she has led the pack.
Don Lemon is clearly having the time of his life, unrestricted, and live-streaming on Youtube and TikTok (already over 1 million followers), along with his street interviews.
Jim Acosta has recently gone to Substack and Youtube along with many others, and has regular live interviews and his “show” airs daily. He is keeping very busy as he builds.
Joy-Ann Reid has also recently started her own substack, youtube, live interviews, and can’t wait to see what she does next.
There are many more examples, but perhaps this will encourage you to build your own thing too! I have certainly tried to keep active in media, no matter what job I was in at the time. I publish articles, blogs, books, my Media Mave Substack, youtube, social content, podcasts, and more. It has been a lot, but the learning has been invaulable.
I recommend watching this recent discussion between Don Lemon and Joy-Ann Reid about their recent changes and what the are doing now to build into the future
Let’s stay connected: CMMedia, Newsletter, Linkedin, Instagram, Travel, Age Box Podcast