Insights

September 24, 2026

Legacy newsrooms are getting smaller, linear TV is losing ground and independent journalists are building direct relationships with audiences that increasingly follow individuals rather than institutions.

This week, we’re looking at that transformation from two vantage points: on the ground at Oliver Darcy’s inaugural Status Summit, where some of the industry’s biggest names came together to discuss what comes next, and through a conversation with creator-journalist Fernando Hurtado, who left NBCUniversal to launch In The Hyphen, his independent platform covering U.S. Latino culture.

Together, they offer a window into where media is headed and what that shift means for communicators trying to earn attention and trust.

ICYMI: We spoke with employee and organizational communications experts Ann Melinger, CEO of bink., and Ethan McCarty, CEO and founder of Integral, about approaching AI disruption without eroding employee trust, engagement and culture. Catch up here.

The media playbook is changing

We flagged the rise of “newsfluencers” early last year as one of the trends reshaping the media landscape. Since then, independent journalists and creators have built bigger audiences, new revenue streams and brands of their own.

As a result, communicators now have to evaluate who has real influence, what makes a story worth covering and how these platforms can reach fragmented audiences more effectively.

We spoke to Fernando Hurtado, a former NBCUniversal journalist who runs independent newsletter In The Hyphen, about this shift. He said he sees another reason creator-journalists are gaining ground: Audiences are following people, not just publications.

Hurtado teaches journalism at the University of Southern California and sees these preferences play out firsthand with his students. He shared a story where he told them that a Rolling Stone writer would be speaking to their class. Their reaction? Blank stares.

About three weeks later, he announced a visit from Cleo Abram, the journalist and creator behind the science and technology show “Huge If True.”

“Oh my gosh, how’d you get her?” he recalled his students saying.

The contrast reinforced something Hurtado has noticed: “They like people, not companies. People, not brands.” That insight shaped his own branding: While “In The Hyphen” is his publication, his social handles are “by Fernandoh.”

How do creator-journalists choose their stories?

A PR representative once sent Hurtado a roughly 30-page report about California stem cell research. The detail that caught his attention was buried deep inside: Latinos represented a large share of participants in workforce development programs.

His angle became: What role will Latinos play in the future of stem cell research?

Hurtado’s advice for communicators: Study how a creator-journalist tells stories and find the natural connection to the audience they already serve. He said the pitches that stand out show that the sender understands his coverage area and what his audience actually responds to.

Independence changes the rules of engagement

At a legacy outlet, editorial, advertising and partnerships may sit in different departments. An independent journalist may handle all three.

At the first annual Status Summit, former cable anchors Don Lemon and Mehdi Hasan, who now run their own outlets, said independence gives them greater editorial control, including the ability to set their own advertising standards, even when those choices cost them revenue.

Hurtado works with brands on sponsored content but maintains a firm line between paid and earned: He won’t reject an editorial pitch and then offer coverage for a fee.

Business models are different, too. Hurtado launched his newsletter after experiencing “algorithmic exhaustion” from chasing social platforms. Email gave him a direct relationship with his audience.

Even legacy outlets are seeking that same connection. MS NOW President Rebecca Kutler said the network’s audience has grown to 1.2 million despite shrinking cable subscriptions. Its newly announced membership program will offer viewers direct access to hosts and reporters, part of a strategy Kutler said is focused on cultivating “future fans.”

What communicators should know

• Pitch the person, not the logo. Understand an individual journalist’s audience, format and editorial lens before reaching out.
• Find the real connector. Don’t expect a creator-journalist to retrofit a corporate announcement for their audience. Look deeper for the detail, character or consequence that naturally fits what they cover.
• Respect the line between earned and paid. Independent journalists may personally manage both, but that doesn’t make them interchangeable. Be explicit about what you’re asking for and expect sponsorships to be disclosed.
• Think beyond reach. Followers and impressions matter, but so does the relationship a journalist has built with an audience. Newsletters, memberships and other direct channels can signal a level of loyalty that raw audience size doesn’t capture.

The bottom line

“We’re in the era of farm-to-table content,” Hurtado said.

For communicators, that means getting closer to the source: understanding the individual journalists and creators shaping conversations, the audiences they’ve built and the stories those audiences care about.

Rethinking your media strategy? Global Gateway Advisors helps organizations navigate a changing media landscape and reach the audiences that matter. Reach out to insights@gga.nyc to continue the conversation.

Key upcoming events

AI + Tech

• CNBC AI Forum (Dallas, Oct. 1) Business leaders, entrepreneurs and researchers explore how AI is reshaping work, the workforce and customer experiences across industries. Speakers include Bret Taylor, co-founder of Sierra and chairman of OpenAI; Andy Markus, chief data and AI officer at AT&T; and Navrina Singh, CEO of Credo AI.
  

Health + Healthcare

• WSJ Future of Health (Washington, D.C., Oct. 7) Healthcare leaders, investors and policymakers examine the forces reshaping American medicine, from AI diagnostics and GLP-1s to mental health, longevity and the rising cost of care. Speakers include George Yancopoulos, chief scientific officer of Regeneron; Julie Yoo, general partner at Andreessen Horowitz; and Eric Lefkofsky, CEO of Tempus.
• STAT Summit (Boston + virtual, Oct. 14-15) Leaders across medicine, biotech, public health and policy examine the scientific, political and technological forces disrupting healthcare, from AI and rising treatment costs to pharmaceutical breakthroughs and chronic disease. Speakers include Sally Kornbluth, president of MIT; Rob Califf, former FDA commissioner; and Christopher Viehbacher, CEO of Biogen.

Leadership + Ideas 

• Forbes Future of Work Summit (New York City, Oct. 6) Business and talent leaders examine how AI is reshaping work and putting a premium on distinctly human skills, including communication, judgment, trust and leadership. Speakers include Suzy Welch, professor of management at NYU Stern; Lorraine “Lo” Stomski, chief talent officer at Walmart; and Faisal Masud, president and GM of global commercial software and retail at HP.
• Fortune Most Powerful Women Summit (Santa Barbara, Oct. 12-14) Leading women in business explore how power and leadership are evolving amid geopolitical uncertainty, economic volatility and rapid technological change. Speakers include Hailey Bieber, founder and chief creative officer of rhode; Luana Lopes Lara, COO of Kalshi; and Latriece Watkins, CEO of Sam’s Club.

• Masters of Scale Summit (San Francisco, Oct. 20–22) Born from the podcast launched by LinkedIn co-founder Reid Hoffman in 2017, Masters of Scale brings together fast-scaling founders, funders and business leaders to exchange ideas on growth, innovation and leadership. Speakers include Hoffman; Demis Hassabis, CEO of Google DeepMind; and journalist and podcast host Kara Swisher.

• Charter Workplace Summit (New York City + virtual, Oct. 21) The sixth annual summit explores how AI is reshaping the workplace, with conversations on the future of middle management, the entry-level jobs crisis, decision-making under pressure, caregiving and new research on AI. Speakers include Van Jones, CNN host; Annie Duke, author and decision strategist; and Clara Shih, founder of the New Work Foundation.

• Business Insider’s The Long Play (New York City, Oct. 29) Business leaders and executives join Business Insider to explore how companies and careers can adapt to economic cycles, crises and waves of new technology. Speakers include Barry Diller, senior executive and chair of People Incorporated and Expedia Group; Strauss Zelnick, CEO of Take-Two Interactive Software; and Carolyn Tisch Blodgett, governor of Gotham FC and co-owner of the New York Giants.

Marketing + Communications

• Marketing Brew Summit (New York City, Sept. 30) Creators, analysts and marketing innovators explore how human intuition, data and emerging technologies are reshaping strategy, storytelling and growth through strategic sessions and tactical playbooks. Speakers include Radhika Duggal, CMO of Major League Soccer; Magno Herran, VP of brand marketing and partnerships at Netflix; and Sarah Meron, chief communications and brand officer at IBM.
• Axios Media Trends Live (New York City, Oct. 20) Media leaders and innovators explore the trends transforming publishing, entertainment, sports, advertising and technology. Speakers include Emily Sundberg, journalist and founder of Feed Me (a friends-of-the-firm Summer Edit favorite); Shari Redstone, former chair of Paramount Global; and Emma Tucker, editor-in-chief of The Wall Street Journal.

Bookmark Global Gateway Advisors’ event tracker, updated weekly.

Media news

• POLITICO decodes tech policy. The organization is launching Decoded, a new global franchise focused on the intersection of technology, policy and power. A daily newsletter launching Oct. 5 will help decision-makers understand how shifts in tech policy could play out across industries and markets. Decoded will be available as a free preview into next year. Sign up here.
• Yahoo Finance gets more personal. The outlet has revamped its daily programming with several new shows. The 8:30 is hosted by Julie Hyman, Pras Subramanian and Jake Conley; Sozzi Unleashed by Brian Sozzi; and Market Hang features a rotating group of guests reacting to the trading day. Deirdre Bosa’s AI and tech show will join the lineup in October.
• CNBC doubles down on direct-to-consumer. The network hired two new executives as it expands subscriptions, partnerships and other direct-to-consumer offerings. Ian Moore, most recently at Business Insider, will lead subscriber acquisition, engagement and retention, while former News Corp executive Tom Mahar will focus on strategic partnerships and emerging business models. It’s another example of the shift toward deeper, more direct audience relationships playing out across the media industry.
• NPR partners with Machine Gods. Former Hard Fork hosts Kevin Roose and Casey Newton are partnering with NPR to distribute their new twice-weekly AI show, Machine Gods. The show launches in October on YouTube as a podcast, with plans to bring it to NPR radio in early 2027.
• Meet Small Business Insider. The new weekly newsletter from Business Insider is written by investing correspondent and small business owner Kathleen Elkins. Each edition will explore how entrepreneurs start, make money and grow their businesses. It is the era of the side hustle, after all.
• Becker’s Healthcare is joining forces with Fierce. Forge, the corporate parent of Fierce, has agreed to acquire Becker’s Healthcare from Pamlico Capital and fold the publisher into its Fierce Healthcare and Life Sciences portfolio. The combined business will run more than 35 healthcare and life sciences events.
• Deep cuts at McClatchy. The newspaper chain laid off at least 90 journalists across the country, including more than a third of The Miami Herald’s editorial staff and nearly the entire newsroom of its Spanish-language sister paper, El Nuevo Herald.
• Cuts at Forbes. Forbes is laying off a small percentage of staff across several business lines after revenue fell short of expectations in the first half of its fiscal year. CEO Sherry Phillips pointed to a competitive advertising market, changing audience behavior and pressure on traditional media business models.

Media moves

• Maxwell Zeff (formerly WIRED ) is joining The Wall Street Journal to cover AI.
• Megan Morrone (formerly Axios) was hired by CNBC to edit tech coverage out of the San Francisco bureau.
• Michael Hirschorn is joining The New York Times to lead its recently revived media column, while Christopher Rowland (formerly The Washington Post) is joining to cover the business of healthcare.
• Maggie Fick (formerly Reuters) is joining Endpoints News as a pharma reporter.
• Miles Kruppa (formerly The Information) will be joining The Economist next month as a San Francisco-based tech correspondent.
• Mitchell Parton (formerly Modern Retail) was hired by Adweek as a senior commerce reporter.
• Lorenzo Franceschi-Bicchierai has left TechCrunch to focus on his forthcoming book and freelance work.
• Josh Lipton is leaving Yahoo Finance and is looking for another opportunity.
• Ellen Rose DiMauro (formerly Bloomberg) is starting a new position as a business and finance reporter at Semafor.

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