{"id":10774,"date":"2026-04-13T08:00:00","date_gmt":"2026-04-13T12:00:00","guid":{"rendered":"https:\/\/cnti.org\/cnti-news\/\/"},"modified":"2026-06-02T08:59:09","modified_gmt":"2026-06-02T12:59:09","slug":"credibility","status":"publish","type":"post","link":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/credibility\/","title":{"rendered":"Bridging humanity and rigor"},"content":{"rendered":"\n<div class=\"wp-block-gridible-grid-container gridible-row gridible-row--flex gridible-row__all-start gridible-row__md-start gridible-row__lg-start gridible-row__all-reverse-column gridible-row__md-standard gridible-row__lg-standard gridible-row__sm-start gridible-row__sm-reverse-column\">\n<div class=\"wp-block-gridible-grid-column gridible-col gridible-col__12 gridible-col__md-6 gridible-col__lg-6 gridible-col__sm-12\">\n<p class=\"wp-block-paragraph\" id=\"h-\">The public has access to more and more sources of information these days: they turn to individuals like the ones CNTI interviewed, legacy media institutions, all manner of social media platforms, news aggregators, search engines, <a href=\"https:\/\/cnti.org\/reports\/chatbots-for-news\/\">AI chatbots<\/a> and many other sources. The indie info providers we interviewed think deeply about credibility, trust and how they differentiate themselves for their audiences in ways that differ from the legacy journalism approach. During interviews, they returned time and again to two concepts that they draw on to signal credibility: \u201c<em>authenticity<\/em>\u201d and \u201c<em>authority<\/em>.\u201d<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-grid-column gridible-col gridible-col__12 gridible-col__md-6 gridible-col__lg-6 gridible-col__sm-12\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-9-16 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Understanding US Indie Info Providers: Credibility\" width=\"422\" height=\"750\" src=\"https:\/\/www.youtube.com\/embed\/7MPn50pCsIA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"730\" src=\"https:\/\/cnti.org\/wp-content\/uploads\/2026\/03\/unnamed-3-1024x730.png\" alt=\"\" class=\"wp-image-10909\" srcset=\"https:\/\/cnti.org\/wp-content\/uploads\/2026\/03\/unnamed-3-1024x730.png 1024w, https:\/\/cnti.org\/wp-content\/uploads\/2026\/03\/unnamed-3-300x214.png 300w, https:\/\/cnti.org\/wp-content\/uploads\/2026\/03\/unnamed-3-768x548.png 768w, https:\/\/cnti.org\/wp-content\/uploads\/2026\/03\/unnamed-3-1536x1095.png 1536w, https:\/\/cnti.org\/wp-content\/uploads\/2026\/03\/unnamed-3.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-group has-shade-4-background-color has-background is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<details class=\"wp-block-mbm-innerblock-accordion is-layout-flow wp-block-mbm-innerblock-accordion-is-layout-flow\">\n<summary class=\"wp-block-mbm-innerblock-accordion-title\">\n<h4 id=\"h-why-and-how-we-did-this\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-echo-font-size\" style=\"margin-right:var(--wp--preset--spacing--50);margin-bottom:0px;line-height:1.25\">Why and how we did this<\/h4>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--open\"><div class=\"icon-container\" style=\"width:32px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg width=\"32\" height=\"32\" viewBox=\"0 0 32 32\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-label=\"Open accordion\"><rect width=\"32\" height=\"32\" rx=\"16\" fill=\"black\"><\/rect><path d=\"M17 10.5V15H21.5H22.5V17H21.5H17V21.5V22.5H15V21.5V17H10.5H9.5V15H10.5H15V10.5V9.5H17V10.5Z\" fill=\"#F9F6F2\"><\/path><\/svg><\/div><\/div>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--closed\"><div class=\"icon-container\" style=\"width:32px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg width=\"32\" height=\"32\" viewBox=\"0 0 32 32\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-label=\"Close accordion\"><rect width=\"32\" height=\"32\" rx=\"16\" fill=\"black\"><\/rect><path d=\"M22.5 17H21.5H10.5H9.5V15H10.5H21.5H22.5V17Z\" fill=\"#F9F6F2\"><\/path><\/svg><\/div><\/div>\n<\/summary>\n\n\n\n<div class=\"wp-block-mbm-innerblock-accordion-body\">\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>Note on terminology<\/strong><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">There is no consensus on terminology, even among our interviewees. We primarily use the term &#8220;indie info provider&#8221; and sometimes &#8220;creator-journalist,&#8221; which was the term used in our survey and interviews. If anything, creator-journalists are a subset of indie info providers: they have journalism backgrounds and typically see themselves as journalists, even if they don\u2019t use the term publicly. Both terms appear throughout the report to refer to the same group: \u201c<em>people who are working to provide verified factual information with a personality- or voice-driven brand that leverages the creator economy.\u201d <\/em>That definition encompasses a tremendous amount of variation.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>Why we did this<\/strong><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">According to our <a href=\"https:\/\/cnti.org\/2024-public-survey\/news-organizations\/\">research<\/a>, about one in five people in the United States get news from individuals rather than organizations, and it\u2019s more common for younger people to get news and information this way. A glut of <a href=\"https:\/\/digiday.com\/media\/former-substack-creators-say-theyre-earning-more-on-new-platforms-that-offer-larger-shares-of-subscription-revenue\/\">new platforms<\/a> and technological tools also make it easier to run a solo or small info provider business.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">Featuring individual voices over institutional brands has been paying dividends in terms of both audience trust and the flexibility to try out different formats, tools and platforms. <a href=\"https:\/\/niemanreports.org\/news-influencers-content-creators-social-media-journalism\/\">Legacy media<\/a> is paying attention to this trend and newsrooms like <a href=\"https:\/\/wpcreator.washingtonpost.com\/\">The Washington Post<\/a> and <a href=\"https:\/\/espnpressroom.com\/us\/press-releases\/2025\/08\/espn-signs-katie-feeney-as-sports-and-lifestyle-content-creator\/\">ESPN<\/a> are now partnering with indie info providers.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">To date, <a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/news-creators-influencers\/2025\">research<\/a> on this trend has largely focused on the broader landscape of content creators, including entertainers, politicians and other creators who do not necessarily focus on informing their audiences. And most research to date has focused on content sourcing and linking strategies. To enable a future for a plurality of fact-based sources that readers and viewers find relevant, our project sheds light on who indie info providers are, and how they approach their role in the broader news landscape.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>How we did this<\/strong><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">In partnership with <a href=\"https:\/\/projectc.biz\/\">Project C<\/a>, CNTI recruited 43 adults in the U.S. to take a screening survey and chose 26 for a 60- to 90-minute virtual interview. CNTI selected interviewees to represent a range of professional backgrounds. This report is based primarily on insights from the interviews, with data from the survey as a secondary source.&nbsp;<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">In keeping with Project C\u2019s focus, most interviewees were former journalists \u2014 but we prioritized interviewing people from non-journalism backgrounds, and we were able to interview science communicators, subject-matter experts and civic-minded community members without journalism experience.. Throughout this report we call out contrasting examples that suggest larger differences between former journalists and indie info providers from other backgrounds. We also spotlight examples from indie info providers outside our sample, where relevant to point to the broader diversity of backgrounds and experiences.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">In interviews, we asked participants about their backgrounds and motivations, audience engagement, their relationships with other indie info providers and legacy news outlets, platforms and algorithms, revenue and business strategies, and their view of success and satisfaction with their own work.&nbsp;<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">We developed codes using a bottom-up and iterative approach as themes emerged through the analysis. Code categories largely reflected the range of interview topics as well as the addition of the broader themes \u201cfreedom\u201d and \u201csmall business owner.\u201d These methods provide richness and depth; however, it\u2019s not possible to generalize about the frequency of behaviors from these interactions, so we limit our use of quantitative terms to our interviewees throughout this report.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">CNTI research and professional staff prepared this report. This project was made possible by the financial support of the Lenfest Institute and a second anonymous donor.<\/p>\n<\/div>\n<\/details>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:30px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-if-legacy-media-idealizes-the-view-from-above-indie-info-providers-reject-it-taking-on-an-insider-to-insider-tone-that-starts-with-shared-concerns-and-priorities\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong>If legacy media idealizes the \u201cview from above,\u201d indie info providers reject it, taking on an \u201cinsider-to-insider\u201d tone that starts with shared concerns and priorities.<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Many interviewees critiqued the overly impersonal tone of \u201c<em>corporate<\/em>\u201d or \u201c<em>conglomerate<\/em>\u201d media and positioned themselves explicitly in contrast to it. Even those with a strong background in legacy media expressed this frustration. One person even described being discouraged from reporting on certain topics because of their personal background while working in legacy media even though their perspective could have been valuable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Several participants linked the notion of authenticity with an observation that audiences prefer individual voices to institutional ones. <em>\u201cIn a creator economy, the brand is you,\u201d<\/em> one told us. As another observed, <em>\u201cHumans trust humans. They don\u2019t really trust brick walls. And so I try to show up in a very human way.\u201d<\/em> Strategies include adding occasional personal content or details, being \u201c<em>voicy<\/em>\u201d rather than relying on a dry institutional style, and spelling out the values and goals behind the reporting. All of these approaches allow indie info providers to distinguish themselves from other media outlets.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the editor of a hyperlocal news site said, <em>\u201cWe need to show people, \u2018Hey, we are your neighbors. We are invested here.\u2019 I am not owned by an out of state or out of country entity. I&#8217;m not owned by a billionaire. I&#8217;m just somebody who wants to contribute to this town and do a job that helps here.\u201d<\/em><\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-for-the-most-part-indie-info-providers-emphasize-both-authority-and-authenticity-as-elements-of-their-credibility\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong>For the most part, indie info providers emphasize both authority and authenticity as elements of their credibility<\/strong>.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">As the indie info providers described it, authenticity relies on being a community member and a &#8220;<em>whole person<\/em>,&#8221; while authority relies on credentials, institutions and professional processes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Being an insider or community member could be a question of geography: one local news creator observed, <em>\u201cI don&#8217;t really see a reason to break down my credentials, degrees, all that stuff if no one is asking for that. And I also feel like it&#8217;s kind of elitist. &#8230; I was born and raised here. I&#8217;m not someone who is just popping up and saying I&#8217;m an expert on something about [this city] when I\u2019m not from here. People know me.\u201d<\/em> It could be a question of professional identity: a B2B creator used this strategy, noting, <em>\u201cA lot of the communication of credibility for me occurs within the context of references and word choice. &#8230; It&#8217;s much more a performance of authenticity than a traditional media performance of credibility.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There is no one-size-fits all approach. Several interviewees, including both former journalists and non-journalists, push back against the logic of authenticity entirely. One of them, whose project contains almost no personal content, observed, <em>\u201cI think that playing yourself on social media is exhausting. You reach a point where you&#8217;re at your limit. It&#8217;s also basically inviting people to scrutinize your personal life and your decisions in a way that, as a journalist, you don&#8217;t face nearly as much attention.\u201d<\/em> Another person hadn\u2019t anticipated <em>\u201cthat I would need to be as much of a present face in my community as I am currently\u201d<\/em> and finds it challenging.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The two most common ways indie info providers signal credibility via authority are by \u201c<em>showing your work<\/em>,\u201d often by citing or linking sources, and emphasizing their prior experience in journalism or other institutions.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Both former journalists and non-journalists emphasized <strong>showing the work<\/strong>, which makes conclusions traceable. It is also consistent with journalistic practice more broadly. <em>\u201cEverything I do is based on source documents. It\u2019s not based on rumor or innuendo,\u201d<\/em> one person said. Transparency about funding, ethics policies and other institutional processes are another form of \u201c<em>showing the work<\/em>\u201d that is consistent with legacy journalism outlets. Former journalists and non-journalists alike highlighted this kind of transparency.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meanwhile, some interviewees who emphasized their <strong>prior experience<\/strong> hoped that credibility would transfer automatically to them. One of these interviewees said that they signal credibility by \u201c<em>having bylines in legitimate news outlets<\/em>\u201d and another told us, \u201c<em>I post videos on TikTok and I always remind people I\u2019m a journalist who&#8217;s been covering [this topic] for 25 years.<\/em>\u201d This strategy seems dubious given <a href=\"https:\/\/news.gallup.com\/poll\/695762\/trust-media-new-low.aspx\">historically low U.S. trust in legacy media<\/a>. In fact, many of those who rely almost exclusively on secondhand institutional credibility also have a hard time connecting with audiences.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If anything, our interviews suggest that authenticity is a must-have, while authority may be a value-add.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-indie-info-providers-combine-authentic-audience-engagement-with-authoritative-rigor-in-communicating-facts\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong>Indie info providers combine authentic audience engagement with authoritative rigor in communicating facts.<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike legacy newsrooms, where audience outreach and reporting are largely separate functions, indie info providers must handle both. In legacy newsrooms, journalists are typically asked to maintain an \u201c<em>impartial<\/em>\u201d stance in reporting, although they may use social media to attract audiences and engage with them. Typically, dedicated audience teams focus on attracting audiences, soliciting feedback and selecting stories with broad appeal. Indie info providers take on all of these roles themselves, leaving the boundary between audience engagement and reporting more porous than in legacy media.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They pay attention to audience responses to understand what resonates with them by asking for input or by following comments and interactions. One participant described attending networking events to get inspiration, observing, \u201c<em>If this person who fits the demographics of my audience has this question, then probably a lot of other people do as well.<\/em>\u201d Interviewees get ideas from direct messages from readers, and several send regular surveys or polls to understand their audiences\u2019 interests and values. All of these ways of soliciting feedback would typically be covered by an audience engagement team in a legacy newsroom, where audience work is considered less central.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a similar vein, indie info providers are responsive. They reply to emails, comments and DMs on social media. One even gave out their phone number. They attend events, livestreams and webinars, and several have a presence in audience Discord servers. This stands in contrast to many newsrooms where, for decades, reporters were instructed to avoid often-unregulated comment sections \u2014 in fact, many news organizations shut down comment sections years ago. Just three out of 26, all former journalists, said they do not engage with their audiences at all.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-these-more-bidirectional-relationships-can-have-a-dark-side\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\">These more bidirectional relationships can have a dark side.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Interviewees expressed concerns over parasocial relationships and harassment. As they put it, the flip side of putting yourself and your personality into your work is that the audience feels like they know you. They may be more likely to pay to support your work because they feel a personal connection, but those relationships can be uncomfortable, and some people cross boundaries.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Multiple interviewees have dealt with hateful comments, personal attacks, threats or borderline defamation. One person recommended that would-be indie info providers develop a thick skin because<em> \u201conce you become public-facing, the amount of hate and the amount of personal and professional risk that you&#8217;re putting yourself out there by entering the arena is very real.\u201d <\/em>Others have developed systems to block specific words on their social media feeds and comments.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-deeper-audience-engagement-does-not-always-translate-to-more-information-about-their-audience\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong>Deeper audience engagement does not always translate to more information about their audience<\/strong>.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Interviewees varied widely in how well they knew their audiences. Some could provide extensive demographics \u2014 often mentioning age range, geography, interests and gender. (All of these variables are included in standard analytics apps like Google Analytics.) On the other hand, fewer could speak confidently about the professions, race and ethnicity or income level of their audiences. In general, those who have an understanding of their audience use specific technology such as audience enrichment tools, sign-up surveys and analytics data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But not all interviewees had concrete audience data. Some of them could make guesses based on email addresses or could infer their politics based on the tone of the content. Notably, five of the indie info providers who said that their work does not support their lifestyle at all also said they struggle to articulate their niche in terms of a concrete audience and that audience\u2019s shared need. Some characterized their content as aimed at a specific age group or \u201c<em>regular people who like music<\/em>.\u201d<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:22px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-cover is-light\" style=\"min-height:393px;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-secondary-3-background-color has-background-dim-100 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<h4 id=\"h-the-legacy-journalism-connection\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\">The legacy journalism connection<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Credibility and audience relationships represent the area where we saw the strongest contrasts between legacy journalism institutions and indie info providers, even among those with journalism backgrounds.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the most part, indie info providers rely on a personal tone that emphasizes shared experiences such as ethnicity, parenthood or community engagement \u2014 in addition to rigorous and transparent processes. In contrast, legacy journalism outlets tend to prefer a \u201c<em>neutral<\/em>\u201d voice that foregrounds the institution and leaves individuals in the background.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most interviewees also engage closely with their audiences, bridging reporting and engagement. In legacy journalism, these tasks are often split between firewalled teams, with reporters discouraged from taking on direct audience work.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:30px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h4 id=\"h-continue-reading\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\">Continue Reading<\/h4>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-8f761849 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-8f761849 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-8f761849 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-8f761849 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-8f761849 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/distribution-platforms\/\">Distribution Platforms<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/making-money\/\">Making Money<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/going-solo\/\">Going Solo<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/about-this-study\/\">About This Study<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/participating-creators\/\">Participating Creators<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.youtube.com\/playlist?list=PLP-1Z12I4zMybXcTPPpkPXiXTFRZ-3AnY\">Creator Videos<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-primary-2-background-color has-background wp-element-button\" href=\"https:\/\/cnti.org\/reports\/south-africa-indie-info-providers\/\">Companion Report: South Africa<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":16,"featured_media":0,"parent":10715,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-no-image","format":"standard","meta":{"_acf_changed":false,"_mbm_post_meta_color_slug":[],"_mbm_featured_category_id":"76","inline_featured_image":false,"_mbmamp_team_author_id":[7825,7891,7905],"footnotes":""},"categories":[76],"tags":[],"cnti-focus-area":[],"cnti-topic":[],"class_list":["post-10774","post","type-post","status-publish","format-standard","hentry","category-reports"],"acf":{"cnti_article_quick_read_link_file":{"simple_value_formatted":"","value_formatted":"","value":"","field":{"ID":0,"key":"field_6609f4b7a6240","label":"Quick Read","name":"cnti_article_quick_read_link_file","aria-label":"","prefix":"acf","type":"file","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"group_6609f4b72d6a1","wrapper":{"width":"","class":"","id":""},"return_format":"array","library":"all","min_size":"","max_size":"","mime_types":"","allow_in_bindings":1,"_name":"cnti_article_quick_read_link_file","_valid":1}},"cnti_article_full_report_file":{"simple_value_formatted":"<a href=\"https:\/\/cnti.org\/wp-content\/uploads\/2026\/04\/US-Indie-Info-Providers_CNTI-1.pdf\" target=\"_blank\">US-Indie-Info-Providers_CNTI-1<\/a>","value_formatted":{"ID":11037,"id":11037,"url":"https:\/\/cnti.org\/wp-content\/uploads\/2026\/04\/US-Indie-Info-Providers_CNTI-1.pdf","title":"US-Indie-Info-Providers_CNTI-1","alt":"","description":"","caption":"","mime_type":"application\/pdf","type":"application","subtype":"pdf","icon":"https:\/\/cnti.org\/wp-includes\/images\/media\/document.png"},"value":"11037","field":{"ID":0,"key":"field_6609f53ba6241","label":"Full Report","name":"cnti_article_full_report_file","aria-label":"","prefix":"acf","type":"file","value":null,"menu_order":1,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"group_6609f4b72d6a1","wrapper":{"width":"","class":"","id":""},"return_format":"array","library":"all","min_size":"","max_size":"","mime_types":"","_name":"cnti_article_full_report_file","_valid":1}},"cnti_article_parallel_study_sneak_peek_file":{"simple_value_formatted":"","value_formatted":"","value":"","field":{"ID":0,"key":"field_69dce511d7a57","label":"Parallel Study: Sneak Peek","name":"cnti_article_parallel_study_sneak_peek_file","aria-label":"","prefix":"acf","type":"file","value":null,"menu_order":2,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"group_6609f4b72d6a1","wrapper":{"width":"","class":"","id":""},"return_format":"array","library":"all","min_size":"","max_size":"","mime_types":"","allow_in_bindings":1,"_name":"cnti_article_parallel_study_sneak_peek_file","_valid":1}},"post_audio_embed":{"simple_value_formatted":"","value_formatted":"","value":"","field":{"ID":0,"key":"field_68e438d2c1796","label":"Add audio embed iFrame","name":"post_audio_embed","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"group_68e438d1a3701","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","_name":"post_audio_embed","_valid":1}},"post_guest_author":{"simple_value_formatted":"<code><em>This data type is not supported! 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Please contact the author for help.<\/em><\/code>","value_formatted":[{"post_summary_point":{"simple_value_formatted":"\ud83c\udfad Indie info providers lean on two credibility strategies: authenticity and authority \u2014 most blend both.","value_formatted":"\ud83c\udfad Indie info providers lean on two credibility strategies: authenticity and authority \u2014 most blend both.","value":"\ud83c\udfad Indie info providers lean on two credibility strategies: authenticity and authority \u2014 most blend both.","field":{"ID":0,"key":"field_68e002c61a3c3","label":"Point","name":"post_summary_point","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e002a51a3c2","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e002a51a3c2","_name":"post_summary_point","_valid":1}}},{"post_summary_point":{"simple_value_formatted":"\ud83d\udc65 Authenticity = being a \"whole person\" and community insider \u2014 personal voice, shared identity, and two-way relationships over institutional tone.","value_formatted":"\ud83d\udc65 Authenticity = being a \"whole person\" and community insider \u2014 personal voice, shared identity, and two-way relationships over institutional tone.","value":"\ud83d\udc65 Authenticity = being a \"whole person\" and community insider \u2014 personal voice, shared identity, and two-way relationships over institutional tone.","field":{"ID":0,"key":"field_68e002c61a3c3","label":"Point","name":"post_summary_point","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e002a51a3c2","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e002a51a3c2","_name":"post_summary_point","_valid":1}}},{"post_summary_point":{"simple_value_formatted":"\ud83d\udcdc Authority = showing your work \u2014 citing sources, transparency about funding and ethics, and (less effectively) leaning on prior journalism credentials.","value_formatted":"\ud83d\udcdc Authority = showing your work \u2014 citing sources, transparency about funding and ethics, and (less effectively) leaning on prior journalism credentials.","value":"\ud83d\udcdc Authority = showing your work \u2014 citing sources, transparency about funding and ethics, and (less effectively) leaning on prior journalism credentials.","field":{"ID":0,"key":"field_68e002c61a3c3","label":"Point","name":"post_summary_point","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e002a51a3c2","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e002a51a3c2","_name":"post_summary_point","_valid":1}}},{"post_summary_point":{"simple_value_formatted":"\u2705 Authenticity is the must-have; 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others are guessing based on email addresses.","value_formatted":"\ud83d\udcca Knowing your audience varies wildly \u2014 some have rich demographic data; others are guessing based on email addresses.","value":"\ud83d\udcca Knowing your audience varies wildly \u2014 some have rich demographic data; others are guessing based on email addresses.","field":{"ID":0,"key":"field_68e002c61a3c3","label":"Point","name":"post_summary_point","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e002a51a3c2","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e002a51a3c2","_name":"post_summary_point","_valid":1}}}],"value":[{"field_68e002c61a3c3":"\ud83c\udfad Indie info providers lean on two credibility strategies: authenticity and authority \u2014 most blend both."},{"field_68e002c61a3c3":"\ud83d\udc65 Authenticity = being a \"whole person\" and community insider \u2014 personal voice, shared identity, and two-way relationships over institutional tone."},{"field_68e002c61a3c3":"\ud83d\udcdc Authority = showing your work \u2014 citing sources, transparency about funding and ethics, and (less effectively) leaning on prior journalism credentials."},{"field_68e002c61a3c3":"\u2705 Authenticity is the must-have; 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Please contact the author for help.<\/em><\/code>","value_formatted":[{"cnti_toc_headings_alt_link":{"simple_value_formatted":"<a href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/\" target=\"\">Overview<\/a>","value_formatted":{"title":"Overview","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/","target":""},"value":{"title":"Overview","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/","target":""},"field":{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set Heading","name":"cnti_toc_headings_alt_link","aria-label":"","prefix":"acf","type":"link","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"return_format":"url","allow_in_bindings":0,"parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_link","_valid":1}},"cnti_toc_headings_alt_description":{"simple_value_formatted":"","value_formatted":"","value":"","field":{"ID":0,"key":"field_68e7ddc84abb6","label":"Description","name":"cnti_toc_headings_alt_description","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":1,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_description","_valid":1}}},{"cnti_toc_headings_alt_link":{"simple_value_formatted":"<a href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/professional-backgrounds\/\" target=\"\">Professional Backgrounds<\/a>","value_formatted":{"title":"Professional Backgrounds","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/professional-backgrounds\/","target":""},"value":{"title":"Professional Backgrounds","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/professional-backgrounds\/","target":""},"field":{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set Heading","name":"cnti_toc_headings_alt_link","aria-label":"","prefix":"acf","type":"link","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"return_format":"url","allow_in_bindings":0,"parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_link","_valid":1}},"cnti_toc_headings_alt_description":{"simple_value_formatted":"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.","value_formatted":"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.","value":"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.","field":{"ID":0,"key":"field_68e7ddc84abb6","label":"Description","name":"cnti_toc_headings_alt_description","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":1,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_description","_valid":1}}},{"cnti_toc_headings_alt_link":{"simple_value_formatted":"<a href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/professional-development\/\" target=\"\">Professional Development<\/a>","value_formatted":{"title":"Professional Development","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/professional-development\/","target":""},"value":{"title":"Professional Development","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/professional-development\/","target":""},"field":{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set Heading","name":"cnti_toc_headings_alt_link","aria-label":"","prefix":"acf","type":"link","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"return_format":"url","allow_in_bindings":0,"parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_link","_valid":1}},"cnti_toc_headings_alt_description":{"simple_value_formatted":"Indie info providers are learning on the job, together. Learning from \u2014 and with \u2014 peers from similar backgrounds represents an opportunity.","value_formatted":"Indie info providers are learning on the job, together. Learning from \u2014 and with \u2014 peers from similar backgrounds represents an opportunity.","value":"Indie info providers are learning on the job, together. Learning from \u2014 and with \u2014 peers from similar backgrounds represents an opportunity.","field":{"ID":0,"key":"field_68e7ddc84abb6","label":"Description","name":"cnti_toc_headings_alt_description","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":1,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_description","_valid":1}}},{"cnti_toc_headings_alt_link":{"simple_value_formatted":"<a href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/credibility\/\" target=\"\">Credibility<\/a>","value_formatted":{"title":"Credibility","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/credibility\/","target":""},"value":{"title":"Credibility","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/credibility\/","target":""},"field":{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set Heading","name":"cnti_toc_headings_alt_link","aria-label":"","prefix":"acf","type":"link","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"return_format":"url","allow_in_bindings":0,"parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_link","_valid":1}},"cnti_toc_headings_alt_description":{"simple_value_formatted":"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.","value_formatted":"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.","value":"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.","field":{"ID":0,"key":"field_68e7ddc84abb6","label":"Description","name":"cnti_toc_headings_alt_description","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":1,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_description","_valid":1}}},{"cnti_toc_headings_alt_link":{"simple_value_formatted":"<a href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/distribution-platforms\/\" target=\"\">Distribution Platforms<\/a>","value_formatted":{"title":"Distribution Platforms","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/distribution-platforms\/","target":""},"value":{"title":"Distribution Platforms","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/distribution-platforms\/","target":""},"field":{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set Heading","name":"cnti_toc_headings_alt_link","aria-label":"","prefix":"acf","type":"link","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"return_format":"url","allow_in_bindings":0,"parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_link","_valid":1}},"cnti_toc_headings_alt_description":{"simple_value_formatted":"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.","value_formatted":"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.","value":"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.","field":{"ID":0,"key":"field_68e7ddc84abb6","label":"Description","name":"cnti_toc_headings_alt_description","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":1,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_description","_valid":1}}},{"cnti_toc_headings_alt_link":{"simple_value_formatted":"<a href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/making-money\/\" target=\"\">Making Money<\/a>","value_formatted":{"title":"Making Money","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/making-money\/","target":""},"value":{"title":"Making Money","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/making-money\/","target":""},"field":{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set Heading","name":"cnti_toc_headings_alt_link","aria-label":"","prefix":"acf","type":"link","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"return_format":"url","allow_in_bindings":0,"parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_link","_valid":1}},"cnti_toc_headings_alt_description":{"simple_value_formatted":"Indie info providers are struggling to build sustainable revenue. Interviewees have similar financial challenges to both legacy journalism and other new small businesses.","value_formatted":"Indie info providers are struggling to build sustainable revenue. Interviewees have similar financial challenges to both legacy journalism and other new small businesses.","value":"Indie info providers are struggling to build sustainable revenue. 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Like other early entrepreneurs, interviewees tend to work alone, and a lot \u2013 as one described it, \u201cevery waking hour\u201d \u2013 with time divided between the content and the business.","value_formatted":"Indie info providers are finding this work fulfilling but difficult. Like other early entrepreneurs, interviewees tend to work alone, and a lot \u2013 as one described it, \u201cevery waking hour\u201d \u2013 with time divided between the content and the business.","value":"Indie info providers are finding this work fulfilling but difficult. 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href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/participating-creators\/\" target=\"\">Participating Creators<\/a>","value_formatted":{"title":"Participating Creators","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/participating-creators\/","target":""},"value":{"title":"Participating Creators","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/participating-creators\/","target":""},"field":{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set 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href=\"https:\/\/cnti.org\/reports\/south-africa-indie-info-providers\/\" target=\"_blank\" rel=\"noreferrer noopener\">South African Indie Info Providers<\/a>","value_formatted":{"title":"South African Indie Info Providers","url":"https:\/\/cnti.org\/reports\/south-africa-indie-info-providers\/","target":"_blank"},"value":{"title":"South African Indie Info Providers","url":"https:\/\/cnti.org\/reports\/south-africa-indie-info-providers\/","target":"_blank"},"field":{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set Heading","name":"cnti_toc_headings_alt_link","aria-label":"","prefix":"acf","type":"link","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"return_format":"url","allow_in_bindings":0,"parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_link","_valid":1}},"cnti_toc_headings_alt_description":{"simple_value_formatted":"The second report in this two-report series.","value_formatted":"The second report in this two-report series.","value":"The second report in this two-report series.","field":{"ID":0,"key":"field_68e7ddc84abb6","label":"Description","name":"cnti_toc_headings_alt_description","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":1,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_description","_valid":1}}}],"value":[{"field_68e7ddda4abb7":{"title":"Overview","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/","target":""},"field_68e7ddc84abb6":""},{"field_68e7ddda4abb7":{"title":"Professional 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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."},{"field_68e7ddda4abb7":{"title":"Distribution Platforms","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/distribution-platforms\/","target":""},"field_68e7ddc84abb6":"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."},{"field_68e7ddda4abb7":{"title":"Making Money","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/making-money\/","target":""},"field_68e7ddc84abb6":"Indie info providers are struggling to build sustainable revenue. Interviewees have similar financial challenges to both legacy journalism and other new small businesses."},{"field_68e7ddda4abb7":{"title":"Going Solo","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/going-solo\/","target":""},"field_68e7ddc84abb6":"Indie info providers are finding this work fulfilling but difficult. Like other early entrepreneurs, interviewees tend to work alone, and a lot \u2013 as one described it, \u201cevery waking hour\u201d \u2013 with time divided between the content and the business."},{"field_68e7ddda4abb7":{"title":"About This Study","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/about-this-study\/","target":""},"field_68e7ddc84abb6":""},{"field_68e7ddda4abb7":{"title":"Participating Creators","url":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/participating-creators\/","target":""},"field_68e7ddc84abb6":""},{"field_68e7ddda4abb7":{"title":"South African Indie Info Providers","url":"https:\/\/cnti.org\/reports\/south-africa-indie-info-providers\/","target":"_blank"},"field_68e7ddc84abb6":"The second report in this two-report series."}],"field":{"ID":0,"key":"field_68e7dd974abb4","label":"Report Table of Contents","name":"cnti_toc_headings_alt","aria-label":"","prefix":"acf","type":"repeater","value":null,"menu_order":3,"instructions":"","required":0,"id":"","class":"","conditional_logic":[[{"field":"field_68e7dee34abb8","operator":"==","value":"1"}]],"parent":"group_6608abc10cd07","wrapper":{"width":"","class":"","id":""},"layout":"table","pagination":0,"min":0,"max":0,"collapsed":"","button_label":"Add Row","rows_per_page":20,"_name":"cnti_toc_headings_alt","_valid":1,"sub_fields":[{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set Heading","name":"cnti_toc_headings_alt_link","aria-label":"","prefix":"acf","type":"link","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"return_format":"url","allow_in_bindings":0,"parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_link","_valid":1},{"ID":0,"key":"field_68e7ddc84abb6","label":"Description","name":"cnti_toc_headings_alt_description","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":1,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_description","_valid":1}]}}},"mb":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Bridging humanity and rigor - Center for News, Technology &amp; Innovation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/credibility\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bridging humanity and rigor\" \/>\n<meta property=\"og:description\" content=\"Indie info providers are bridging humanity and rigor. 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