Why creator-journalists, not brands, will get invited to the party

Riddle me this: Who does the audience follow when the journalist walks out the brand’s door?

When Dave Jorgenson left The Washington Post to launch LNI Media, the Post’s YouTube saw a massive drop in views. Jorgenson’s departure and its consequences were no fluke; they are the canary in the coal mine. It illustrates a truth that many social-media creators know: that the Post being on TikTok was never the draw, but that Jorgenson — the friendly, funny guy you’d want to explain the news at a dinner party — was always the true magic of it all.

Today’s audiences crave real, human connection. They want to watch and learn from the same journalist over time, to, amid the algorithmically-curated content flood, encounter that same familiar face and find comfort and trust in the known. The Reuters Institute’s Digital News Report shows that a growing number of news consumers are turning to personalities over traditional news brands. For legacy newsrooms, this means facing the stark reality that some of their most valuable assets are now distinctive individuals — who could very well get up and walk out the door.

To thrive in the 2026 news landscape, journalists will have to find ways to stand out as trusted authorities in order to serve their audiences. The most successful among us will understand that our key differentiator is our humanity. It’s your voice — the way in which only you can tell this story, perhaps with humor or perhaps with deep empathy. The news consumers of 2026 will trust the news because they trust — and, crucially, like and respect — the person who’s reporting it. Because the journalist is someone who could be invited to the dinner party.

None of these audience desires is new. Americans tuned into FDR’s fireside chats each night because it meant they got to return to a familiar, trusted authority. The routine deepened audience loyalty.

And of course, there’s the complication of AI. While the tech can churn out generic content, it also makes the human voice even more valuable. To quote K-pop star JENNIE, it’s that “special edition and your AI couldn’t copy.” But AI tools also give individual creators the ability to produce content at an unprecedented speed and quantity, even further reducing their dependence on organizations.

To compete, newsrooms will have to consider how to attract and retain creator talent. Instead of building platforms, they will build people. New models will begin to emerge, from rev-share opportunities to clear contracts that consider IP and name, image, and likeness. The most successful newsrooms will find ways to position the work of creator-journalists as partnerships, rather than as property.

In 2026, audiences’ desire for human connection will evolve beyond screens to in-person community events. Around the U.S., social club dinner parties and matchmaking events IRL have been repeatedly selling out. It was no surprise that The Journal podcast’s first-ever live show in New York City was a smashing success; our desire for physical community and connection is clear.

In the face of unprecedented audience fragmentation, it’s crucial to remain optimistic. This is a shift that opens up exciting possibilities: new revenue models, increased audience loyalty, and real-life community-building. I’d like to believe the future of journalism is the reason I fell in love with the profession in the first place: trusted, human voices who tell stories that matter.

I’ll see you at the next dinner party.