Dave Jorgenson, recognized for his work at The Washington Post, has introduced 'Local News International', a weekly skit show that provides a lo-fi local news feel to global events. Unlike previous content that appeared on The Washington Post's official channels, this new series will be shared via Jorgenson's personal account, showcasing a growing trend of individual branding within traditional media. Audience expert Ryan Kellett highlights the implications of this shift, suggesting that empowering creators could enhance audience connection and engagement.
"Crossing the brand-individual barrier is among the hardest things to do for traditional publishers. The fear that Dave might grow bigger than the brand itself is what stops most brands short of going all-in on an individual's channels."
"Publishers should experiment with empowering their top talent to take their work direct to their personal audience first. This could lead to new engagement strategies and audience growth."
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