NEWS CREATORS EMERGING AS WINNERS IN BATTLE FOR ATTENTION

Summary from the TLDR Marketing newsletter

News creators are becoming key players in the news ecosystem, gaining audience attention even in markets with strong legacy media. A Reuters survey across 24 countries found that 48% of adults under 35 who use social media prefer news creators over mainstream outlets, while 79% use social media weekly for news. A Muck Rack study showed that one-third of journalists are now creator journalists, though 40% earn no income from their self-published work and 78% have fewer than 10,000 subscribers. As traditional newsrooms shrink, creators are filling gaps in coverage and reshaping how audiences consume and engage with news.