The Washington Post launched Creator Network as a separate newsroom unit led by Sara Kehaulani Goo, who will serve as President. The unit will produce personality-driven content, help independent creators scale their work, and connect advertisers with creator audiences. The unit will integrate AI into workflows to increase efficiency and reach. Creator platforms such as YouTube, TikTok, and Instagram are projected to surpass traditional media in ad revenue, and social media has become the top news source for a majority of Americans. The division aims to capture creator-driven advertising dollars while maintaining journalistic credibility through separation.
The Washington Post announced Creator Network, a new unit led by former Axios Editor in Chief Sara Kehaulani Goo, who will serve as President. It's the publication's third newsroom (alongside News and Opinion) and will focus on creating personality-driven content, supporting independent creators to scale their content, and giving advertisers access to new audiences through creators. The unit will also be "infusing AI" into everything they do to maximize efficiency and scale, which Goo shared in a LinkedIn video post.
Like ESPN's recent hiring of Katie Feeney as a Lifestyle and Sports Content Creator, this highlights how legacy outlets are leaning more into creators and new media to adapt to changing content consumption habits. The urgency becomes clear with the numbers: creator platforms like YouTube, TikTok, and Instagram are expected to surpass traditional media in ad revenue for the first time this year, while social media has overtaken TV as the top news source for 54% of Americans.
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