"When Dave Jorgenson left The Washington Post to launch LNI Media, the Post's YouTube saw a massive drop in views. Jorgenson's departure and its consequences were no fluke; they are the canary in the coal mine. It illustrates a truth that many social-media creators know: that the Post being on TikTok was never the draw, but that Jorgenson - the friendly, funny guy you'd want to explain the news at a dinner party - was always the true magic of it all."
"Today's audiences crave real, human connection. They want to watch and learn from the same journalist over time, to, amid the algorithmically-curated content flood, encounter that same familiar face and find comfort and trust in the known. The Reuters Institute's Digital News Report shows that a growing number of news consumers are turning to personalities over traditional news brands. For legacy newsrooms, this means facing the stark reality that some of their most valuable assets are now distinctive individuals"
"To thrive in the 2026 news landscape, journalists will have to find ways to stand out as trusted authorities in order to serve their audiences. The most successful among us will understand that our key differentiator is our humanity. It's your voice - the way in which only you can tell this story, perhaps with humor or perhaps with deep empathy."
Dave Jorgenson's departure from The Washington Post precipitated a large drop in the Post's YouTube views, showing individual creators can carry audience attention. Audiences increasingly seek real, human connection and prefer following familiar journalists over faceless news brands. The Reuters Institute's Digital News Report finds a growing number of consumers turn to personalities rather than legacy brands. Legacy newsrooms now risk losing distinctive individuals who embody trust and routine. To succeed by 2026, journalists must cultivate a distinctive voice, humanity, and consistent presence to build trust and loyalty that AI cannot replicate.
Read at Nieman Lab
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