No One's Reading This is an INMA podcast, hosted by Kerstin Hasse, as part of the Young Audiences Initiative, supported by the Knight Foundation. Kerstin talks to media leaders, creators, and voices from outside the legacy news bubble about the one question everyone's trying to figure out: how do you actually reach younger and new audiences? Video strategies, podcast monetization, the creator economy, new revenue models — real conversations with people who are doing the work, and yes, sometimes a playbook or two. https://www.inma.org/
No One's Reading This
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7 episodes
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Podcast Overview
No One's Reading This is an INMA podcast, hosted by Kerstin Hasse, as part of the Young Audiences Initiative, supported by the Knight Foundation. Kerstin talks to media leaders, creators, and voices from outside the legacy news bubble about the one question everyone's trying to figure out: how do you actually reach younger and new audiences? Video strategies, podcast monetization, the creator economy, new revenue models — real conversations with people who are doing the work, and yes, sometimes a playbook or two. https://www.inma.org/
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Publishing Since
2/10/2026
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Recent Episodes
June 30, 2026
How News Creators Outperformed Legacy Brands: Nic Newman on What the DNR 2026 Actually Means
<p>Kerstin Hasse sits down with Nic Newman, Senior Research Associate at the Reuters Institute. Nic led the Digital News Report for fourteen years - the world's most influential annual study of news consumption. This year, he handed the lead authorship to Jim Egan and turned his attention to one thing: creators.</p><p>27% of people globally now get news from creators every week. Nic wrote the chapter. He's here to explain what that number actually means and what publishers keep getting wrong when they read it.</p><p>Kerstin and Nic cover the four creator ecosystems the report maps and why the «bring them to our platforms» logic is structurally broken.</p><p>And yes Kerstin also asked Nic what it actually feels like to hand something over you built from scratch.</p><p></p><p>Find the full report here: <a href="https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2026" rel="noopener noreferrer" target="_blank">https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2026</a></p>
June 16, 2026
How Boston Globe's B-Side Made Its Journalist the Product
<p>Kerstin Hasse sits down with Emily Schario, Head of Content and co-founder of The B-Side, Boston Globe Media's daily newsletter for young Bostonians. What started as an internal pitch at an innovation day in 2021 has grown into a very compelling young audience product in local news: 60,000 subscribers, a 60% open rate, and a paid membership model built around events and community rather than paywalled content.</p><p>Emily doesn't just run The B-Side, she is The B-Side. She co-writes the content, films videos - and she is the face of the product. Sometimes literally: she once ran a stretch of the Boston Marathon to test whether you can churn butter while jogging. (Turns out: You can.) In this conversation, she talks about building a media product inside a legacy organization with almost no team, what it takes to earn the trust of an audience that has never paid for news, and what happened when the journalist and the brand became the same person. </p>
May 24, 2026
How the Washington Post's TikTok Guy Built a Loyal Audience – And Then Left With It
<p>A chart got passed around on LinkedIn last year showing Washington Post video numbers cratering right after Dave Jorgenson left - and how his own numbers were climbing. Publishers looked at it and panicked: Is this what is happening when you bet on a voice in your newsroom?</p><p></p><p>In this episode, Kerstin Hasse sits down with the journalist who built one of the most loyal young audiences in American news media – from inside a legacy newsroom, with a small budget, no blueprint, and a platform his colleagues weren't sure they should be on. Dave Jorgenson and her talk about what it actually takes to grow an audience, why loyalty follows people and not mastheads, and what most publishers still refuse to understand about how trust works. And Dave reveals whether there was anything – anything at all – that could have made him stay at the Post.</p>
7 total episodes available
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