Creator journalism sparks a new era: trust, platforms, and the reinvented newsroom

Former BBC News chief Deborah Turness argues that ‘creator journalism’—journalists building direct, authentic brands on platforms like YouTube and Substack—will redefine trust, funding, and how newsrooms operate. She calls for legacy outlets to liberate talent, deepen audience connections, and reinvent the newsroom with a digital-first flywheel model, while exploring mixed formats and opinion spaces to compete with independent creators and platform-driven economies.