How are publishers responding to the ‘creator wave’?
Ven 17 aprile 2026
15:00
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As personality-based podcasters, YouTubers and TikTokkers become ever more popular with audiences, publishers are increasingly concerned about what creator-led media means for them. The Reuters Institute trends survey (published Jan 2026) shows that 69% of publishers are worried about the loss of attention for their brands due to competition from creators. A third (33%) are concerned about the potential loss of top talent to the creator economy.
This panel explores different ways in which publishers are learning from creators, as well as developing strategies for how to work with them most effectively. There are three emerging approaches:
> Hiring young creators to develop social-first brands or to revamp social strategies (for example Daily Mail, Mediahuis).
> Developing existing journalists to be creator stars (fore example CNN Creators, a new 360 model fronted by young CNN journalists launching fully in 2026).
> Partnering with creators for specific projects or through creator studios (for example Independent, Vox Media, Mediahuis).
The panel will also consider the challenges around ethics and editorial control, talent management, and the monetisation opportunities that are emerging with creator media.
Moderated by Nic Newman.
Organised in association with the Reuters Institute for the Study of Journalism.
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Pierre Caulliez
Pierre Caulliez is the founder of Yoof, a consultancy focused on helping media organisations understand and reach young audiences. He also leads WAN-IFRA’s News Creator Exchange, a programme exploring collaboration between newsrooms and independent creators. With first-hand experience from his time as a content creator, Pierre brings a practical perspective on the creator ecosystem and its influence on how news and culture circulate today. He has led international research into how young people discover and engage with information, working across markets with both legacy publishers and news-focused creators to inform audience strategies and experiment with new formats.
Bijan Hosseini
Bijan Hosseini is a Senior Producer for CNN International Productions, working on feature shows, television segments, and digital videos spanning the globe. He is currently based in Doha, Qatar, as a member of the CNN Creators team – a multi-platform programming initiative which explores conversations capturing the zeitgeist, with a focus on AI, tech, and social trends. Hosseini also hosts CNN half-hour feature programs and engaging social video series, reaching audiences worldwide. With nearly a decade of experience at CNN, Hosseini has made significant contributions to the network’s most renowned feature shows, including Quest’s World of Wonder, Decoded, POV and Destination. His expertise encompasses a diverse range of topics such as travel, technology, business, and sports. Prior to moving to the Middle East, Hosseini served as a News Desk Researcher at CNN International’s headquarters in Atlanta, Georgia. A native of Tulsa, Oklahoma, he pursued a double major in broadcast journalism and international security studies with a focus on the Middle East at the University of Oklahoma, laying the foundation for his career in media.
Nic Newman
Nic Newman is Senior Research Fellow at the Reuters Institute for the Study of Journalism where he is lead author of the annual Digital News Report, the world’s largest on-going study of consumer behaviour around news covering 46 countries. He also authors an influential annual report on journalism and technology trends and has published a recent report on how publishers are using TikTok to attract younger audiences. Other research interests include podcasts and digital audio, new storytelling formats, social media and misinformation and trust in news. Nic also works as a consultant helping media companies with product strategy, data metrics, and digital transformation. He was a founding member of the BBC News Website in 1997 where he led international coverage. As Head of Product Development and Engineering for BBC News he helped introduce innovations such as apps, blogs, podcasting and on-demand video. For ten years he led digital teams, developing websites, mobile and interactiv...
Liesbeth Nizet
Liesbeth Nizet is Head of Future Audiences Monetisation at Mediahuis, where she leads strategy and innovation at the intersection of journalism, audience behaviour, and sustainable growth. With a clear focus on next-generation audiences, she is building future-proof business models that bridge editorial purpose with commercial potential. Liesbeth has a strong track record in brand and revenue strategy and digital transformation, and is known for mobilising teams around bold ideas that deliver impact. Her work shapes how one of Europe’s leading media groups reinvents itself for the next decade — with audience relevance and profitability at the core.
Festival Internazionale del Giornalismo
Il Festival Internazionale del Giornalismo di Perugia è un evento annuale che riunisce professionisti dei media, esperti di comunicazione e appassionati di informazione da tutto il mondo. Si svolge nel centro storico di Perugia e offre conferenze, dibattiti, workshop e opportunità di networking sui temi più rilevanti del giornalismo contemporaneo.