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As the U.S. election comes down to the wire, we’ve seen both Republican and Democrat candidates participate in lengthy interviews with independent media publications. Republican nominee Donald Trump was a guest on The Joe Rogan Experience Podcast while Democratic nominee Kamala Harris was a guest on Alex Cooper’s Call Her Daddy Podcast.
Why choose to promote their ideals via independent media publications rather than CNN, Fox or MSN? A 2022 study by Gallup found that only 34% of people have a "great deal" or "fair amount" of confidence in mainstream media. Among those who don’t trust major media outlets, 67% relate their distrust to bias, spin, and agendas. Many people are placing their trust in social media sites, podcasts, and other forms of independent media.
This begs the question: is the rise of independent media marking the end of legacy news?
While the true answer is widely nuanced, there’s no question that legacy news and media are facing challenging times today.
The Challenge for Legacy Media
Think of legacy media as the big names in news like The New York Times, TIME, and even MSNBC. These are all examples of well-known and widely respected news organizations. The problem they’re facing today is the inability to keep up with changing times. With people seeking alternative forms of media communication and less biased reporting, legacy media is struggling to adapt.
As stated previously, right or wrong, many people are now getting their news information from online sources and social media. Now these legacy media publications need to compete for the attention of target audiences with independent creators on social media platforms.
The Appeal of Independent Media
Independent media is often seen as more personable, transparent, and authentic than traditional news outlets. It often provides people with niche content that is sometimes overlooked in mainstream media, and gives a voice to underrepresented perspectives, including those in industries such as cannabis.
There’s a feeling of connection between independent media hosts and their audience. For instance, through social media, people from all over can converse with the host via messages or comments. Oftentimes, podcasts hosts will open up their social media for people to ask questions that they will answer on the next podcast episode. Instead of a one-to-many approach like traditional media, independent media feels more like a one-to-one relationship.
The Role of Independent Media in Emerging Industries
Emerging industries like cannabis often struggle to get their stories in mainstream media publications. And it’s not because a brand isn’t big enough or the story isn’t interesting enough. It’s usually because legacy media outlets don’t place a focus on niche industries.
Independent media, however, has been crucial in amplifying cannabis industry voices. Industry trade publications such as Cannabis Business Times and Cannabis Tech provide a platform for cannabis business leaders to share their expert insights and offer a transparent look at industry challenges and innovations. These outlets enable cannabis professionals to share stories of advocacy, growth, and best practices while shedding light on regulatory issues and the ongoing journey toward normalization and legalization.
Will Independent Media Fully Replace Legacy Media?
While independent media has certainly gained significant ground in recent years, it's unlikely to replace legacy media completely in the near future. Instead, we're likely to see a transformed media landscape that includes elements of both legacy and independent media. The key will be finding ways to preserve the valuable aspects of legacy media while embracing the innovations of independent media.
Having the right PR firm in your wheelhouse is vital to navigating today’s media landscape. Learn how to assess PR firms with our infographic “Top 5 Qualities of Cannabis Companies That Crush PR.”