Inarguably, technology has influenced the core pillars of media. Peter Cherukuri thinks journalists should leverage this moment of disruption and reinvention.

The self-described “builder at the intersection of media, policy, and power” briefed NPF Widening the Pipeline fellows about the opportunities that exist. He’s a former executive at Politico, The Huffington Post, and the Economist Group, and is the catalyst behind the upNext platform for policy insiders, rising executives and disruptive founders who are shaping the future of American commerce. Cherukuri said that technology has broken down large institutions, and by creating more content that can be easily distributed and monetized, the current landscape helps entrepreneurial journalists build their own brands and legacies. 

The Flywheel Model

Cherkuri outlined a plan for success that begins with a business-to-business focus. He explained that a media company creates a flywheel for readers when they serve a niche professional community. This means readers, news sources, and paying customers are often the same people. This deep community integration establishes trust and authority necessary to broaden the consumer audience eventually. 

Revenue and Success 

Cherkuri told journalists that building sustainable businesses requires a strategic order of operations. He advised fellows to establish a free, ad-supported product, such as a newsletter, to build brand legitimacy. Cherkuri emphasized that the most important factor of indispensable media is understanding the “paranoia and vanity” of one’s audience, tapping into their fears and desires for recognition. 

Ultimately, Cherkuri suggested that the future of journalism belongs to those who view their audience as a dynamic community. 

Watch the full session below, and access the full transcript here.