{"id":43685,"date":"2024-09-17T06:12:00","date_gmt":"2024-09-17T10:12:00","guid":{"rendered":"https:\/\/digitalcontentnext.org\/?p=43685"},"modified":"2025-08-01T19:13:17","modified_gmt":"2025-08-01T23:13:17","slug":"newsrooms-should-consider-collaborating-with-content-creators","status":"publish","type":"post","link":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/","title":{"rendered":"Newsrooms should consider collaborating with content creators"},"content":{"rendered":"<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2024%2F09%2F17%2Fnewsrooms-should-consider-collaborating-with-content-creators%2F&text=Newsrooms%20should%20consider%20collaborating%20with%20content%20creators&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2024%2F09%2F17%2Fnewsrooms-should-consider-collaborating-with-content-creators%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=Newsrooms%20should%20consider%20collaborating%20with%20content%20creators https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2024%2F09%2F17%2Fnewsrooms-should-consider-collaborating-with-content-creators%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>\n<p>The shifting dynamics of the digital news industry are reshaping how outlets connect with audiences, and the definition of \u201cjournalist\u201d is changing. Influencers on platforms like TikTok and YouTube successfully engage audiences in ways that traditional newsrooms sometimes struggle to achieve. As media consumption habits shift, the creator community offers a valuable vehicle for traditional news organizations.<\/p>\n\n\n\n<p>By collaborating with influential creators, news outlets can access new, often younger, audiences they might overlook. Evolving its newsroom strategies, the <a href=\"https:\/\/www.thebaltimorebanner.com\/\">Baltimore Banner<\/a> surpassed subscription goals and expanded its newsroom to 80 staff members. Similarly, the 133-year-old <a href=\"https:\/\/www.seattletimes.com\/\">Seattle Times<\/a> reached record circulation levels, reflecting a broader trend of local and nonprofit outlets successfully adapting to new challenges.<\/p>\n\n\n\n<p>The Poynter Institute\u2019s new <a href=\"https:\/\/www.poynter.org\/onpoynt-report\/#onpoynt-intro\">report<\/a> highlights these trends. It identifies how the journalism industry increasingly relies on innovative strategies to adapt, with content creators and influencers playing a critical role in this transformation. While traditional news organizations face ongoing disruptions, this report shows that the demand for credible news remains strong.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-evolving-newsroom\">Evolving newsroom<\/h2>\n\n\n\n<p>Poynter sees the rise of digital content creators, influencers, and the &#8220;creator economy&#8221; as an opportunity to redefine journalism. Rather than viewing them as purely competition for attention, traditional news organizations can collaborate with a new generation of content creators who bring fresh perspectives and innovative formats.<\/p>\n\n\n\n<p>Social media influencers often cover viral stories, reaching those who get their news primarily from platforms like TikTok or Instagram Reels. Working with content creators can help newsrooms diversify their storytelling formats and engage with younger, digitally savvy audiences. Journalists and creators both serve essential roles in the evolving news ecosystem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-engaging-audiences-with-news-fatigue\">Engaging audiences with news fatigue<\/h2>\n\n\n\n<p>Audiences face news fatigue. Wars, political instability, climate change, and economic uncertainty contribute to this exhaustion. However, it\u2019s essential to recognize that news fatigue does not equate to a lack of interest in journalism. On the contrary, data from the Pew Research Center shows that news consumption remains steady, with audiences following major events like the 2024 elections more closely than in previous years.<\/p>\n\n\n\n<p>News organizations must present these topics in ways that resonate with audiences. Context, relevance, and credibility are key to engaging readers and viewers. This is where the rise of the creator economy becomes highly useful. Content creators, with their ability to present news in relatable and entertaining formats, play a unique role in combating news fatigue.<\/p>\n\n\n\n<p>Audiences today are fragmented, consuming information from various platforms and influencers. Journalists and content creators can embrace this reality by delivering tailored, high-quality stories serving distinct audiences. Poynter recommends that rather than diluting content out of fear that audiences will turn away, the focus should be on creating stories that provide context and actionable insights.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-newsrooms-must-innovate-and-adapt\">Newsrooms must innovate and adapt<\/h2>\n\n\n\n<p>Despite ongoing challenges in the news industry, organizations are finding ways to adapt. Collaboration between traditional journalists and digital content creators is key in this evolving landscape, each bringing distinct strengths. The <a href=\"https:\/\/www.poynter.org\/onpoynt-report\/#onpoynt-intro\">Poynter report<\/a> highlights the growing influence of creators and influencers in news delivery and building trust with younger audiences. It also explores how they are reshaping the broader media ecosystem.<\/p>\n\n\n\n<p>As the industry transforms, one constant remains: high-quality journalism\u2014whether produced by a traditional newsroom or a smartphone-wielding influencer\u2014retains its crucial role in society. Together, these forces reshape how people consume and trust news. This partnership will shape journalism&#8217;s future, ensuring that reliable information reaches audiences in a digital-first world.<\/p>\n<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2024%2F09%2F17%2Fnewsrooms-should-consider-collaborating-with-content-creators%2F&text=Newsrooms%20should%20consider%20collaborating%20with%20content%20creators&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2024%2F09%2F17%2Fnewsrooms-should-consider-collaborating-with-content-creators%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=Newsrooms%20should%20consider%20collaborating%20with%20content%20creators https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2024%2F09%2F17%2Fnewsrooms-should-consider-collaborating-with-content-creators%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>","protected":false},"excerpt":{"rendered":"<p>The shifting dynamics of the digital news industry are reshaping how outlets connect with audiences, and the definition of \u201cjournalist\u201d is changing. Influencers on platforms like TikTok and YouTube successfully&#8230;<\/p>\n","protected":false},"author":1966,"featured_media":43688,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5015,91],"tags":[2567,1383,28,4991],"coauthors":[2079],"class_list":["post-43685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiences","category-industry-research","tag-consumer-behavior","tag-content-consumption","tag-content-creation","tag-creators"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Newsrooms should consider collaborating with content creators - Digital Content Next<\/title>\n<meta name=\"description\" content=\"Instead of viewing them as just competition for attention, news organizations can collaborate with a new generation of content creators.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Newsrooms should consider collaborating with content creators\" \/>\n<meta property=\"og:description\" content=\"The shifting dynamics of the digital news industry are reshaping how outlets connect with audiences, and the definition of \u201cjournalist\u201d is changing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Content Next\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-17T10:12:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-01T23:13:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2024\/09\/ContentCreator_NewsCollaboration.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"867\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Rande Price, Research VP \u2013 DCN\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@DCNorg\" \/>\n<meta name=\"twitter:site\" content=\"@DCNorg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rande Price, Research VP \u2013 DCN\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/\"},\"author\":{\"name\":\"Rande Price, Research VP \u2013 DCN\",\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/#\\\/schema\\\/person\\\/922e4317799c5d2786a72e7bdc42e918\"},\"headline\":\"Newsrooms should consider collaborating with content creators\",\"datePublished\":\"2024-09-17T10:12:00+00:00\",\"dateModified\":\"2025-08-01T23:13:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/\"},\"wordCount\":571,\"publisher\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digitalcontentnext.org\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/ContentCreator_NewsCollaboration.jpg\",\"keywords\":[\"consumer behavior\",\"content consumption\",\"content creation\",\"creators\"],\"articleSection\":[\"Audiences\",\"Industry-Research\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/\",\"url\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/\",\"name\":\"Newsrooms should consider collaborating with content creators - Digital Content Next\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digitalcontentnext.org\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/ContentCreator_NewsCollaboration.jpg\",\"datePublished\":\"2024-09-17T10:12:00+00:00\",\"dateModified\":\"2025-08-01T23:13:17+00:00\",\"description\":\"Instead of viewing them as just competition for attention, news organizations can collaborate with a new generation of content creators.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/#primaryimage\",\"url\":\"https:\\\/\\\/digitalcontentnext.org\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/ContentCreator_NewsCollaboration.jpg\",\"contentUrl\":\"https:\\\/\\\/digitalcontentnext.org\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/ContentCreator_NewsCollaboration.jpg\",\"width\":867,\"height\":400},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/2024\\\/09\\\/17\\\/newsrooms-should-consider-collaborating-with-content-creators\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/digitalcontentnext.org\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Newsrooms should consider collaborating with content creators\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/#website\",\"url\":\"https:\\\/\\\/digitalcontentnext.org\\\/\",\"name\":\"Digital Content Next\",\"description\":\"Official Website\",\"publisher\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/digitalcontentnext.org\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/#organization\",\"name\":\"Digital Content Next\",\"url\":\"https:\\\/\\\/digitalcontentnext.org\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/digitalcontentnext.org\\\/wp-content\\\/uploads\\\/2020\\\/03\\\/DCN-Logo-Large.png\",\"contentUrl\":\"https:\\\/\\\/digitalcontentnext.org\\\/wp-content\\\/uploads\\\/2020\\\/03\\\/DCN-Logo-Large.png\",\"width\":2050,\"height\":1276,\"caption\":\"Digital Content Next\"},\"image\":{\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/DCNorg\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/online-publishers-association\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/digitalcontentnext.org\\\/#\\\/schema\\\/person\\\/922e4317799c5d2786a72e7bdc42e918\",\"name\":\"Rande Price, Research VP \u2013 DCN\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/524ee1b8fbddc294f9690faa6f660489ca42c594f6a8e96b2ba694d03752a0e4?s=96&d=mm&r=gb438d6a29939ae38cb9bda0c12657268\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/524ee1b8fbddc294f9690faa6f660489ca42c594f6a8e96b2ba694d03752a0e4?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/524ee1b8fbddc294f9690faa6f660489ca42c594f6a8e96b2ba694d03752a0e4?s=96&d=mm&r=g\",\"caption\":\"Rande Price, Research VP \u2013 DCN\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/randeprice\\\/\"],\"url\":\"https:\\\/\\\/digitalcontentnext.org\\\/blog\\\/author\\\/randedigitalcontentnext-org\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Newsrooms should consider collaborating with content creators - Digital Content Next","description":"Instead of viewing them as just competition for attention, news organizations can collaborate with a new generation of content creators.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/","og_locale":"en_US","og_type":"article","og_title":"Newsrooms should consider collaborating with content creators","og_description":"The shifting dynamics of the digital news industry are reshaping how outlets connect with audiences, and the definition of \u201cjournalist\u201d is changing.","og_url":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/","og_site_name":"Digital Content Next","article_published_time":"2024-09-17T10:12:00+00:00","article_modified_time":"2025-08-01T23:13:17+00:00","og_image":[{"width":867,"height":400,"url":"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2024\/09\/ContentCreator_NewsCollaboration.jpg","type":"image\/jpeg"}],"author":"Rande Price, Research VP \u2013 DCN","twitter_card":"summary_large_image","twitter_creator":"@DCNorg","twitter_site":"@DCNorg","twitter_misc":{"Written by":"Rande Price, Research VP \u2013 DCN","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/#article","isPartOf":{"@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/"},"author":{"name":"Rande Price, Research VP \u2013 DCN","@id":"https:\/\/digitalcontentnext.org\/#\/schema\/person\/922e4317799c5d2786a72e7bdc42e918"},"headline":"Newsrooms should consider collaborating with content creators","datePublished":"2024-09-17T10:12:00+00:00","dateModified":"2025-08-01T23:13:17+00:00","mainEntityOfPage":{"@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/"},"wordCount":571,"publisher":{"@id":"https:\/\/digitalcontentnext.org\/#organization"},"image":{"@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/#primaryimage"},"thumbnailUrl":"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2024\/09\/ContentCreator_NewsCollaboration.jpg","keywords":["consumer behavior","content consumption","content creation","creators"],"articleSection":["Audiences","Industry-Research"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/","url":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/","name":"Newsrooms should consider collaborating with content creators - Digital Content Next","isPartOf":{"@id":"https:\/\/digitalcontentnext.org\/#website"},"primaryImageOfPage":{"@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/#primaryimage"},"image":{"@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/#primaryimage"},"thumbnailUrl":"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2024\/09\/ContentCreator_NewsCollaboration.jpg","datePublished":"2024-09-17T10:12:00+00:00","dateModified":"2025-08-01T23:13:17+00:00","description":"Instead of viewing them as just competition for attention, news organizations can collaborate with a new generation of content creators.","breadcrumb":{"@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/#primaryimage","url":"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2024\/09\/ContentCreator_NewsCollaboration.jpg","contentUrl":"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2024\/09\/ContentCreator_NewsCollaboration.jpg","width":867,"height":400},{"@type":"BreadcrumbList","@id":"https:\/\/digitalcontentnext.org\/blog\/2024\/09\/17\/newsrooms-should-consider-collaborating-with-content-creators\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/digitalcontentnext.org\/"},{"@type":"ListItem","position":2,"name":"Newsrooms should consider collaborating with content creators"}]},{"@type":"WebSite","@id":"https:\/\/digitalcontentnext.org\/#website","url":"https:\/\/digitalcontentnext.org\/","name":"Digital Content Next","description":"Official Website","publisher":{"@id":"https:\/\/digitalcontentnext.org\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/digitalcontentnext.org\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/digitalcontentnext.org\/#organization","name":"Digital Content Next","url":"https:\/\/digitalcontentnext.org\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/digitalcontentnext.org\/#\/schema\/logo\/image\/","url":"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2020\/03\/DCN-Logo-Large.png","contentUrl":"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2020\/03\/DCN-Logo-Large.png","width":2050,"height":1276,"caption":"Digital Content Next"},"image":{"@id":"https:\/\/digitalcontentnext.org\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/DCNorg","https:\/\/www.linkedin.com\/company\/online-publishers-association"]},{"@type":"Person","@id":"https:\/\/digitalcontentnext.org\/#\/schema\/person\/922e4317799c5d2786a72e7bdc42e918","name":"Rande Price, Research VP \u2013 DCN","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/524ee1b8fbddc294f9690faa6f660489ca42c594f6a8e96b2ba694d03752a0e4?s=96&d=mm&r=gb438d6a29939ae38cb9bda0c12657268","url":"https:\/\/secure.gravatar.com\/avatar\/524ee1b8fbddc294f9690faa6f660489ca42c594f6a8e96b2ba694d03752a0e4?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/524ee1b8fbddc294f9690faa6f660489ca42c594f6a8e96b2ba694d03752a0e4?s=96&d=mm&r=g","caption":"Rande Price, Research VP \u2013 DCN"},"sameAs":["https:\/\/www.linkedin.com\/in\/randeprice\/"],"url":"https:\/\/digitalcontentnext.org\/blog\/author\/randedigitalcontentnext-org\/"}]}},"_links":{"self":[{"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/posts\/43685","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/users\/1966"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/comments?post=43685"}],"version-history":[{"count":3,"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/posts\/43685\/revisions"}],"predecessor-version":[{"id":43693,"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/posts\/43685\/revisions\/43693"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/media\/43688"}],"wp:attachment":[{"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/media?parent=43685"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/categories?post=43685"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/tags?post=43685"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/digitalcontentnext.org\/wp-json\/wp\/v2\/coauthors?post=43685"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}