The narrative surrounding the decline of the news industry is both outdated and incomplete, according to Poynter Institute President Neil Brown. In a recent episode of “The Poynter Report Podcast,” Brown challenges the prevailing notion that the news business is on its deathbed, arguing instead that it is undergoing a transformation.
Brown points out that for over a decade, there has been a constant drumbeat of negativity about the waning interest in news and the struggling news business. However, he believes this perspective fails to capture the full picture of what’s happening in journalism today.
From Poynter’s vantage point, working with journalists globally, Brown observes a different reality. He notes the emergence of new startups and content creators engaging in what he terms “journalistic adjacent work,” producing news, content, and stories in novel ways.
The podcast discussion, hosted by Poynter senior media writer Tom Jones, delves into findings from a new Poynter report titled “OnPoynt — Values Rising: Trends and traction in journalism and the news industry.” This report presents a counternarrative to the doom and gloom often associated with the news business.
Brown emphasizes that while the news industry is indeed changing, it is far from dying. He cites examples of innovative news organizations like the Baltimore Banner, URL Media, and the Epicenter, which are addressing gaps in local news coverage and reaching underserved communities.
The conversation also touches on issues such as news fatigue, the evolving role of content creators, and the importance of embracing new storytelling formats. Brown argues that journalists, as storytellers, have a responsibility to present a more comprehensive and nuanced picture of their own industry.
This perspective aligns with other recent discussions in the field. For instance, a Poynter article by Angela Fu highlights that audiences still desire news, even as the media landscape shifts. Another piece by Tom Jones explores Brown’s thoughts on the new report and its implications for the state of journalism.
The Poynter Institute has also been hosting roundtable discussions on related topics, including building audience trust, understanding audience behavior and tendencies, and examining journalism values and ethics. These conversations, available on YouTube, further illustrate the multifaceted nature of the challenges and opportunities facing the news industry.
Brown’s comments suggest that the news business is not dying but rather evolving. He calls for a more balanced and accurate portrayal of the industry’s current state, acknowledging both the challenges and the innovative responses emerging across the field.
This reframing of the narrative around news media is crucial, as it impacts how journalists, media organizations, and the public perceive and interact with news. By recognizing the transformative nature of the changes occurring in journalism, rather than viewing them solely as signs of decline, the industry may be better positioned to adapt and thrive in the digital age.
The podcast and the accompanying report serve as a call to action for journalists and media professionals to reconsider how they talk about their own industry. It suggests that by focusing on innovation, adaptation, and new forms of storytelling, the news business can continue to fulfill its vital role in society, albeit in ways that may look different from the past.