In 2023, more news organizations are going to realize they are in the business of impact, not of eyeballs and attention, leading to shifts in the way they plan their work and attract revenue.
I realized this as I looked back over my first year leading the Center for Public Integrity, and saw the impact that our investigative reporting has delivered. For example, the ACLU renewed its push for federal legislation after our series showed school policing was disproportionately criminalizing children of color. In Georgia, our reporting on the impact of consolidating polling places led to changes that may have affected the midterm elections.
The traditional model of news is a business of eyeballs and attention. Prior to the internet, the news industry monopolized both content creation and distribution. Advertisers were interested in reaching as many people as possible, thus news and advertising were the perfect union. As we all know, the internet broke up that marriage and wreaked chaos in the news industry.
Since then, the entire industry has been trying to reinvent itself. Some think advertising is still the way to go, others have doubled down on subscription revenue, and many more have embraced nonprofit models, powered by a combination of philanthropic and earned revenue. For the most part, though, the fundamental driver of these news business models is still audience reach.
At Public Integrity, our goal is delivering impact. When I ask who that impact serves, and who is prepared to support it, I realize Public Integrity is NOT in the news business. We’re in the business of making American capitalism more inclusive. We’re in the business of strengthening multiracial democracy. We’re in the business of equal opportunity for children. We are in the business of capacity building.
As a follow to my prediction last year on building business infrastructure and not business models, this year, many news leaders will realize they are no longer in the business of eyeballs and attention. Instead, more news organizations will position themselves as social-impact business, while adhering to journalistic values in the execution of their missions. This will lead to new ways of working and raising revenue:
Paul Cheung is the CEO of the Center for Public Integrity.
In 2023, more news organizations are going to realize they are in the business of impact, not of eyeballs and attention, leading to shifts in the way they plan their work and attract revenue.
I realized this as I looked back over my first year leading the Center for Public Integrity, and saw the impact that our investigative reporting has delivered. For example, the ACLU renewed its push for federal legislation after our series showed school policing was disproportionately criminalizing children of color. In Georgia, our reporting on the impact of consolidating polling places led to changes that may have affected the midterm elections.
The traditional model of news is a business of eyeballs and attention. Prior to the internet, the news industry monopolized both content creation and distribution. Advertisers were interested in reaching as many people as possible, thus news and advertising were the perfect union. As we all know, the internet broke up that marriage and wreaked chaos in the news industry.
Since then, the entire industry has been trying to reinvent itself. Some think advertising is still the way to go, others have doubled down on subscription revenue, and many more have embraced nonprofit models, powered by a combination of philanthropic and earned revenue. For the most part, though, the fundamental driver of these news business models is still audience reach.
At Public Integrity, our goal is delivering impact. When I ask who that impact serves, and who is prepared to support it, I realize Public Integrity is NOT in the news business. We’re in the business of making American capitalism more inclusive. We’re in the business of strengthening multiracial democracy. We’re in the business of equal opportunity for children. We are in the business of capacity building.
As a follow to my prediction last year on building business infrastructure and not business models, this year, many news leaders will realize they are no longer in the business of eyeballs and attention. Instead, more news organizations will position themselves as social-impact business, while adhering to journalistic values in the execution of their missions. This will lead to new ways of working and raising revenue:
Paul Cheung is the CEO of the Center for Public Integrity.
Gabe Schneider Well-funded journalism leaders stop making disparate pay
Parker Molloy We’ll reach new heights of moral panic
Cindy Royal Yes, journalists should learn to code, but…
Mauricio Cabrera It’s no longer about audiences, it’s about communities
Martina Efeyini Talk to Gen Z. They’re the experts of Gen Z.
Rodney Gibbs Recalibrating how we work apart
S. Mitra Kalita “Everything sucks. Good luck to you.”
Sue Cross Thinking and acting collectively to save the news
Janelle Salanga Journalists work from a place of harm reduction
Brian Moritz Rebuilding the news bundle
Nikki Usher This is the year of the RSS reader. (Really!)
Sarabeth Berman Nonprofit local news shows that it can scale
Joni Deutsch Podcast collaboration — not competition — breeds excellence
Zizi Papacharissi Platforms are over
Mario García More newsrooms go mobile-first
Tamar Charney Flux is the new stability
Bill Grueskin Local news will come to rely on AI
John Davidow A year of intergenerational learning
Jessica Clark Open discourse retrenches
Raney Aronson-Rath Journalists will band together to fight intimidation
Eric Thurm Journalists think of themselves as workers
Mael Vallejo More threats to press freedom across the Americas
Julia Angwin Democracies will get serious about saving journalism
Pia Frey Publishers start polling their users at scale
Laxmi Parthasarathy Unlocking the silent demand for international journalism
Upasna Gautam Technology that performs at the speed of news
Emily Nonko Incarcerated reporters get more bylines
Doris Truong Workers demand to be paid what the job is worth
Masuma Ahuja Journalism starts working for and with its communities
Susan Chira Equipping local journalism
Sarah Marshall A web channel strategy won’t be enough
Eric Holthaus As social media fragments, marginalized voices gain more power
Lisa Heyamoto The independent news industry gets a roadmap to sustainability
Valérie Bélair-Gagnon Well-being will become a core tenet of journalism
Brian Stelter Finding new ways to reach news avoiders
Kaitlyn Wells We’ll prioritize media literacy for children
Nicholas Jackson There will be launches — and we’ll keep doing the work
Joe Amditis AI throws a lifeline to local publishers
Alex Sujong Laughlin Credit where it’s due
Walter Frick Journalists wake up to the power of prediction markets
Burt Herman The year AI truly arrives — and with it the reckoning
David Skok Renewed interest in human-powered reporting
Sarah Stonbely Growth in public funding for news and information at the state and local levels
Eric Nuzum A focus on people instead of power
Elizabeth Bramson-Boudreau More of the same
Elite Truong In platform collapse, an opportunity for community
Richard Tofel The press might get better at vetting presidential candidates
Kirstin McCudden We’ll codify protection of journalism and newsgathering
Al Lucca Digital news design gets interesting again
Sarah Alvarez Dream bigger or lose out
Cassandra Etienne Local news fellowships will help fight newsroom inequities
Alan Henry A reckoning with why trust in news is so low
An Xiao Mina Journalism in a time of permacrisis
Megan Lucero and Shirish Kulkarni The future of journalism is not you
Ståle Grut Your newsroom experiences a Midjourney-gate, too
Francesco Zaffarano There is no end of “social media”
Janet Haven ChatGPT and the future of trust
Joanne McNeil Facebook and the media kiss and make up
Kerri Hoffman Podcasting goes local
Anita Varma Journalism prioritizes the basic need for survival
Nicholas Thompson The year AI actually changes the media business
Jennifer Brandel AI couldn’t care less. Journalists will care more.
Mar Cabra The inevitable mental health revolution
Michael Schudson Journalism gets more and more difficult
Juleyka Lantigua Newsrooms recognize women of color as the canaries in the coal mine
Alexandra Svokos Working harder to reach audiences where they are
Tre'vell Anderson Continued culpability in anti-trans campaigns
Don Day The news about the news is bad. I’m optimistic.
Peter Sterne AI enters the newsroom
Bill Adair The year of the fact-check (no, really!)
Danielle K. Brown and Kathleen Searles DEI efforts must consider mental health and online abuse
Wilson Liévano Diaspora journalism takes the next step
Molly de Aguiar and Mandy Van Deven Narrative change trend brings new money to journalism
Jesse Holcomb Buffeted, whipped, bullied, pulled
Jim VandeHei There is no “peak newsletter”
Priyanjana Bengani Partisan local news networks will collaborate
J. Siguru Wahutu American journalism reckons with its colonialist tendencies
Daniel Trielli Trust in news will continue to fall. Just look at Brazil.
Michael W. Wagner The backlash against pro-democracy reporting is coming
Cari Nazeer and Emily Goligoski News organizations step up their support for caregivers
Kathy Lu We need emotionally agile newsroom leaders
Paul Cheung More news organizations will realize they are in the business of impact, not eyeballs
Kavya Sukumar Belling the cat: The rise of independent fact-checking at scale
Snigdha Sur Newsrooms get nimble in a recession
Peter Bale Rising costs force more digital innovation
Rachel Glickhouse Humanizing newsrooms will be a badge of honor
Jaden Amos TikTok personality journalists continue to rise
Jakob Moll Journalism startups will think beyond English
Dannagal G. Young Stop rewarding elite performances of identity threat
Stefanie Murray The year U.S. media stops screwing around and becomes pro-democracy
Jonas Kaiser Rejecting the “free speech” frame
Anthony Nadler Confronting media gerrymandering
Ryan Gantz “I’m sorry, but I’m a large language model”
Mariana Moura Santos A woman who speaks is a woman who changes the world
Victor Pickard The year journalism and capitalism finally divorce
Sue Robinson Engagement journalism will have to confront a tougher reality
Jennifer Choi and Jonathan Jackson Funders finally bet on next-generation news entrepreneurs
Laura E. Davis The year we embrace the robots — and ourselves
Surya Mattu Data journalists learn from photojournalists
Jody Brannon We’ll embrace policy remedies
Anika Anand Independent news businesses lead the way on healthy work cultures
Felicitas Carrique and Becca Aaronson News product goes from trend to standard
Khushbu Shah Global reporting will suffer
David Cohn AI made this prediction
Larry Ryckman We’ll work together with our competitors
Matt Rasnic More newsroom workers turn to organized labor
Sam Guzik AI will start fact-checking. We may not like the results.
Leezel Tanglao Community partnerships drive better reporting
Christoph Mergerson The rot at the core of the news business
Karina Montoya More reporters on the antitrust beat
Andrew Losowsky Journalism realizes the replacement for Twitter is not a new Twitter
Barbara Raab More journalism funders will take more risks
Alexandra Borchardt The year of the climate journalism strategy
Andrew Donohue We’ll find out whether journalism can, indeed, save democracy
Alex Perry New paths to transparency without Twitter
Ryan Nave Citizen journalism, but make it equitable
Delano Massey The industry shakes its imposter syndrome
Sumi Aggarwal Smart newsrooms will prioritize board development
Josh Schwartz The AI spammers are coming
Taylor Lorenz The “creator economy” will be astroturfed
Esther Kezia Thorpe Subscription pressures force product innovation
Gordon Crovitz The year advertisers stop funding misinformation
Johannes Klingebiel The innovation team, R.I.P.
Jarrad Henderson Video editing will help people understand the media they consume
Sam Gregory Synthetic media forces us to understand how media gets made
Jenna Weiss-Berman The economic downturn benefits the podcasting industry. (No, really!)
Jim Friedlich Local journalism steps up to the challenge of civic coverage
Cory Bergman The AI content flood
Gina Chua The traditional story structure gets deconstructed
Ariel Zirulnick Journalism doubles down on user needs
Dana Lacey Tech will screw publishers over
Christina Shih Shared values move from nice-to-haves to essentials
Hillary Frey Death to the labor-intensive memo for prospective hires
Anna Nirmala News organizations get new structures
Moreno Cruz Osório Brazilian journalism turns wounds into action
Amy Schmitz Weiss Journalism education faces a crossroads
Basile Simon Towards supporting criminal accountability
Jacob L. Nelson Despite it all, people will still want to be journalists
Simon Galperin Philanthropy stops investing in corporate media
Dominic-Madori Davis Everyone finally realizes the need for diverse voices in tech reporting
Tim Carmody Newsletter writers need a new ethics
Eric Ulken Generative AI brings wrongness at scale
A.J. Bauer Covering the right wrong
Kaitlin C. Miller Harassment in journalism won’t get better, but we’ll talk about it more openly
Jessica Maddox Journalists keep getting manipulated by internet culture
Joshua P. Darr Local to live, wire to wither
Emma Carew Grovum The year to resist forgetting about diversity
Julia Beizer News fatigue shows us a clear path forward
Shanté Cosme The answer to “quiet quitting” is radical empathy
Ryan Kellett Airline-like loyalty programs try to tie down news readers
Ayala Panievsky It’s time for PR for journalism
Sue Schardt Toward a new poetics of journalism
Amethyst J. Davis The slight of the great contraction
Mary Walter-Brown and Tristan Loper Mission-driven metrics become our North Star
Nicholas Diakopoulos Journalists productively harness generative AI tools
Errin Haines Journalists on the campaign trail mend trust with the public