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‘I’m playing the long game’: Journalists are striking out alone and discovering the business is toughest beat of all
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US Indie Info Providers: Professionally Diverse, Mission-driven, Sometimes Lonely, Rarely Earning Profit
A first look at the people shaping independent information in the United States — and the challenges keeping most of them from breaking even.
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About This Study
How and why we did this study.
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Navigating instability in the journalism industry
Indie info providers are navigating instability in the journalism industry. There is no single pathway to become an indie info provider or even consensus on how they refer to themselves.
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Learning on the job, together
Indie info providers are learning on the job, together. Learning from — and with — peers from similar backgrounds represents an opportunity.
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Bridging humanity and rigor
Indie info providers are bridging humanity and rigor. In contrast with legacy journalism, they tend to marry authenticity with authority, with a very clear sense of their voice and the way they build credibility with their audiences.
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Offsetting risk with a multiplatform distribution strategy
Indie info providers are offsetting risk with a multiplatform distribution strategy. Similar to many other kinds of information providers, they feel pressure to be everywhere at once online.
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Struggling to build sustainable revenue
Indie info providers are struggling to build sustainable revenue. Interviewees have similar financial challenges to both legacy journalism and other new small businesses.
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Finding this work fulfilling but difficult
Indie info providers are finding this work fulfilling but difficult. Like other early entrepreneurs, interviewees tend to work alone, and a lot – as one described it, “every waking hour” – with time divided between the content and the business.
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Participating Creators
Check out the indie info providers who took our survey, participated in interviews or created videos for us.
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Press Clips
AI for Human Propaganda
While journalism cultures around the world grapple seriously with the impact of AI, China’s closed and repressive media system can only celebrate the trend as a technological boost for the storytelling of the state.
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Team Member
Karen Wickre
A longtime writer and editor, communications veteran and inveterate connector, Karen has worked in and around Silicon Valley for 30 years. For CNTI, she oversees content strategy for the organization’s programs, activities, and collaborations. As a corporate writer and editor, she…