How news creators are changing journalism

What happens when audiences increasingly get their news from people rather than news organisations? In this episode of The Media Mentor, I talk to Nic Newman, Senior Research Associate at the Reuters Institute for the Study of Journalism at the University of Oxford, about the rise of news creators and influencers and what their growing influence means for traditional journalism.

What exactly is a “news creator”? Why do audiences increasingly trust individuals over established news brands? And if people say they don't trust social media or AI, why are they continuing to use both to consume news?

Nic explores the changing relationship between audiences, journalists and news organisations, including:

• Why the US has become such a fertile market for news creators.
• Why individual creators can sometimes generate more trust than institutions.
• The growing fragmentation of news consumption.
• The opportunities and challenges created by niche and hyperlocal journalism.
• Why traditional publishers increasingly need to think of themselves as being in the “relationship business.”
• What this changing landscape means for the next generation of journalists.

Nic also discusses the continuing importance of traditional journalism, arguing that audiences still want accurate, fair and trustworthy information — but increasingly want it delivered in formats and styles that fit the way they consume media.

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