An Innovative Method for Establishing an Independent News Outlet
Over the past two decades, journalism has been grappling with newsrooms shuttered at an alarming rate, layoffs that have become routine, and the consumption of traditional news sources—whether print, broadcast, or digital—having steadily declined.
This downturn has challenged the industry's ability to provide reliable information and maintain public trust, prompting a search for sustainable models to support quality journalism in the era of digital media. Audiences on video-centric social media platforms are growing rapidly and this shift has opened opportunities for content creators to share information and tell stories about specific communities, while also allowing independent journalist-run media platforms to flourish.
For example, Ameer Al-Khatahtbeh, a 2020 journalism graduate from Rutgers University, opted to establish a digital news platform for the Muslim community instead of pursuing a traditional newsroom career. His platform covers topics from halal dating apps to the Israel-Gaza conflict.
Al-Khatahtbeh's success illustrates the growing influence of independent creators in shaping news consumption, especially among younger demographics. His recognition of the lack of mainstream outlets focusing on the Muslim community highlights the need for diverse representation in media. His achievements call attention to the evolving landscape of news consumption, where creator-driven content increasingly competes with traditional media outlets struggling with declining social media traffic and advertising revenue. With all this in mind, when it comes to starting their own independent news outlet, a “coffee shop” approach may guide them.
What to Know About the “Coffee Shop” Approach
Alan Soon, an ICFJ Knight Fellow and co-founder of Splice Media, suggests that for journalists considering launching an independent outlet, understanding the dynamics of a coffee shop can offer valuable insights. Just as cafe visitors seek more than just coffee, media consumers crave an environment that offers value beyond mere content.
Consider the growth strategy of The Wood Roaster, an Australian coffee business that prioritizes customer experience, loyalty, technology, and cost optimization over coffee itself. Similarly, media outlets should focus on providing information that helps readers navigate their personal and professional lives effectively. According to Soon, successful media ventures are not solely about creating content but about meeting the audience's needs and aiding decision-making processes.
Ensuring the Best Possible Chance to Succeed
Traditional mainstream news aimed to serve broad audiences, but internet media is evolving towards a user-centric and interest-based model the shift has undergone towards niche viewpoints and experiences. With this in mind, it is important to tailor content to specific geographic regions and interests. Platforms like LinkedIn or Facebook offer unique advantages depending on the topic. When starting an outlet, keeping costs low is crucial for sustainability. Rather than investing heavily upfront, starting simply with a smartphone, and gradually scaling up is recommended. Newsletters are highlighted as cost-effective tools for audience engagement and monetization.
Diversifying revenue streams, including donations and grants, is essential for financial stability. Entrepreneurs must also manage finances and administration effectively to ensure long-term success. Regular self-assessment regarding revenue generation and subscriber attraction is encouraged.
