News is Not Dead, It’s Just Different (Again) – Welcome to the NEW New Top Tier

As public relations executives, we often hear that “news is dead.” But the truth is it has simply evolved—again.

If the 2024 Trump presidential campaign taught us anything, it’s that navigating today’s media landscape requires agility, adaptability, and a keen understanding of the new “top tier” of earned media. The news ecosystem is no longer defined solely by the traditional elite publications; rather, it’s shaped by audience preferences and the unique media habits of different generations. Gen Z scrolls, millennials click, Gen X still skims the front page (albeit digitally), and boomers tune in for the long form. Staying relevant requires understanding these dynamics in a time when established outlets share space with newsletters, independent voices, and local media.

Below, we’ll break down some key issues and insights PR professionals should consider for success in the modern media ecosystem.

1) Top Tier is Defined by the Public, Not the Publicists

Gone are the days when The New York Times, The Washington Post, and CNN implicitly commanded the public’s attention. Today, the top-tier is wherever the audience decides to go. The 2024 Trump campaign effectively used this reality to its advantage, reaching audiences through platforms and personalities that traditional PR teams might have overlooked.

Gen Z, for instance, gravitates toward TikTok (71.2%, according to eMarketer) and YouTube (89.3%), where influencers wield the type of power once reserved for newspaper editors. Millennials and Gen X, who value convenience, often get news from aggregated platforms like Apple News or Google News. Baby Boomers may be most comfortable in traditional environments but are increasingly consuming news digitally, whether through web articles or social media shares from friends.

For PR professionals, this new top-tier means success is defined by targeting outlets, platforms, and personalities that resonate with the specific audience they’re trying to reach, not by prioritizing the outlets we think “should” matter. This is not to say that agenda setting publications of record no longer matter. They do – but with specific audiences, not with everyone. In short, when it comes to earned media, audience trumps outlet.

2) The Inbox is the New Front Page: Why Newsletters Matter

The humble inbox has quietly become a crucial news battleground, especially among millennials and Gen Z audiences who value direct, curated content. Newsletters from independent journalists, niche publications, or even traditional media outlets offer a more intimate, trusted form of news consumption. They also allow audiences to customize their intake, something that has particular appeal for digital natives overwhelmed by the sheer volume of information online.

For PR professionals, effectively using this medium means building relationships with the journalists, influencers, and publications that curate them, as well as learning to create compelling, newsletter-friendly content that drives open rates and engagement.

3) The Rise of the Independent Journalist

One of the most transformative trends in recent years has been the rise of independent journalists—writers and reporters who have stepped away from traditional media outlets to establish their own platforms. Fueled by tools like Substack, Patreon, and other direct-to-audience models, these journalists have embraced the subscription model, creating sustainable revenue streams while cultivating highly engaged, loyal followings.

This movement aligns closely with the explosive growth of podcasts, which have become another dominant medium for independent voices. Much like written content on Substack, podcasts empower journalists and thought leaders to bypass traditional media gatekeepers and connect directly with their audiences. For independent journalists, podcasts are a way to amplify their reporting, host in-depth conversations, and build deeper relationships with their listeners. Podcasts also offer a unique opportunity for audiences to experience the journalist’s personality and process in a way that written content alone cannot capture, adding an intimate and authentic dimension to their storytelling.

The freedom afforded by these platforms has been game-changing (and truth be told, not entirely positive). Operating outside the editorial frameworks and commercial constraints of legacy media, independent journalists and podcasters can deliver unfiltered, deeply personal, or investigative content that resonates with audiences hungry for authenticity. These creators aren’t constrained by the need for mass appeal; instead, they thrive by cultivating niche communities that value their unique voice, expertise, and perspectives. And without the framework of traditional journalism and editorial fact-checking, these platforms can also easily spread and legitimize misinformation and disinformation, something that crisis communicators should keep in mind.

Beyond their direct audience impact, these independent voices are reshaping the larger media ecosystem. Their influence often spills into mainstream conversations, with traditional outlets citing their work or engaging with stories they’ve broken. Podcasts in particular have become a springboard for larger public discourse, as seen with high-profile examples like The Daily, which bridges traditional journalism and podcasting, or niche creators who dominate their industry sectors.

4) Increasing Trust in Local Media

As trust in national media outlets declines, local media has emerged as a trusted source of news, especially for baby boomers and Gen X audiences. This resurgence is due, in part, to the public’s growing skepticism toward what’s perceived as “agenda-driven” national news. Local journalists, seen as more accessible and familiar, often command high levels of trust because they cover issues close to their audience’s daily lives.

For PR practitioners who have long been conditioned to prioritize the national publications with the largest audiences, it’s time to re-think that strategy.

The media landscape isn’t dying; it’s evolving. Today’s “top tier” of earned media is no longer confined to legacy outlets but is shaped by the trust and engagement of audiences across diverse platforms. Independent journalists, podcasts, newsletters, and local media now stand alongside traditional publications, creating both challenges and opportunities for PR professionals. Success requires agility and a willingness to meet audiences where they are—whether that’s in their inbox, on their favorite podcast, or through a trusted local news source.