Yoni Greenbaum

Is your newsroom a "Glass Giant"? Input isn't influence until it moves something. This week, I’m digging into "Agentic Reassembly"—from the "Spatial Age" coordinate to the oldest audience segmentation manual: the Haggadah. 5 pieces on the "Last Mile" of local news: linkedin.com/posts/ygreenba… #LocalNews #Journalism #MediaStrategy

“El periodismo resistirá si dejamos de pensar como fábricas de contenido”. Entrevista a Yonatan Greenbaum, vicepresidente de Estrategia de Producto en el American Press Institute. Thanks, @yonigre! ✍️ periodismo.substack.com/p/el-periodism…

My latest on why the protest song had to evolve, and why some songs refuse to let the system off the hook. Read here: backstoryandstrategy.com/p/the-songs-th… #Springsteen #Music #Culture

One demands justice. The other demands that culture transform. We’ve moved from a world where exposure guarantees consequence to a world where exposure just guarantees... more content.

Dylan wrote "Hurricane" to fix a broken case. He named names to reverse a verdict. Springsteen wrote "Streets of Minneapolis" for a different reason: to stop the erasure. He names names to interrupt the process of forgetting.

I’ve built a full working guide at Backstory & Strategy. ⚡ High-risk vs. Low-risk signals ⚡ Checklists for publishers/editors ⚡ Legal strategy for FACE vs. Trespass Stay safe, keep reporting: open.substack.com/pub/yonigre/p/…

Newsrooms need a "Reporting Memo" SOP. Before any reporter hits the street, they should email their editor a timestamped record of intent. Prove you are an independent observer—not a participant—before the government tries to argue otherwise.

If you have reporters in the field today, their legal risk is higher than it was 48 hours ago. The DOJ’s arrest of Don Lemon and Georgia Fort under the FACE Act suggests routine newsgathering is now being treated as criminal conspiracy. A 🧵 on how newsrooms must adapt:

@ChrisCillizza Everyone is arguing about the politics of the new CBS hires, but the real crisis is strategic. Weiss is chasing a 'Ghost Market' (Gen Z conservatives) that doesn't watch TV, while alienating the only people who do. It’s the WaPo mistake all over again. backstoryandstrategy.com/p/the-ghost-ma…

“Our strategy until now has been to cling to the audience that remains on broadcast television. If we stick to that strategy, we’re toast.” -- Bari Weiss She is 100% correct. All of the hand-wringing over the changes she is making at CBS News overlook this fact: The current trajectory of CBS (and all mainstream media) is disastrous. Anyone charged with leading a big news organization into the new media world HAS to be committed to making major changes in how they do business. And that means taking big swings -- even if some (most) of them are whiffs. apnews.com/article/cbs-ne…

@Mediaite Everyone is arguing about the politics of the new CBS hires, but the real crisis is strategic. Weiss is chasing a 'Ghost Market' (Gen Z conservatives) that doesn't watch TV, while alienating the only people who do. It’s the WaPo mistake all over again. backstoryandstrategy.com/p/the-ghost-ma…

Today's Mediaite One Sheet goes inside the big town hall meeting at CBS News, a crisis of trust for TikTok, and the continued turmoil at the Washington Post. Check out a sample here and subscribe today at a highly-discounted rate! mediaite.com/media/news/med…

@bristei Everyone is arguing about the politics of the new CBS hires, but the real crisis is strategic. Weiss is chasing a 'Ghost Market' (Gen Z conservatives) that doesn't watch TV, while alienating the only people who do. It’s the WaPo mistake all over again. backstoryandstrategy.com/p/the-ghost-ma…

CBS News has begun to seek an unspecified number of buyouts at 'CBS Evening News,' and revelation of the job reductions comes just 24 hours after editor in chief Bari Weiss sought to rally staffers to a vision of reaching digital audiences... variety.com/2026/tv/news/c…

@sarafischer @TheFP @axios Everyone is arguing about the politics of the new CBS hires, but the real crisis is strategic. Weiss is chasing a 'Ghost Market' (Gen Z conservatives) that doesn't watch TV, while alienating the only people who do. It’s the WaPo mistake all over again. backstoryandstrategy.com/p/the-ghost-ma…

NEW: Bari Weiss plans to tell staff today she’s adding new podcasters & writers as CBS contributors, including some from @TheFP like conservative historian Niall Ferguson, & popular science podcasters Andrew Huberman & Peter Attia @axios axios.com/2026/01/27/bar…

@KeithOlbermann @bariweiss @CBSNews Everyone is arguing about the politics of the new CBS hires, but the real crisis is strategic. Weiss is chasing a 'Ghost Market' (Gen Z conservatives) that doesn't watch TV, while alienating the only people who do. It’s the WaPo mistake all over again. backstoryandstrategy.com/p/the-ghost-ma…

Btw if it isn't evident, this moron @bariweiss just threw away the current audience of @CBSNews to try to get a new audience made up of people who've been brainwashed for 80 years to believe CBS is unwatchable.

@edmundlee @breakermedianyc Everyone is arguing about the politics of the new CBS hires, but the real crisis is strategic. Weiss is chasing a 'Ghost Market' (Gen Z conservatives) that doesn't watch TV, while alienating the only people who do. It’s the WaPo mistake all over again. backstoryandstrategy.com/p/the-ghost-ma…

Bari Weiss wants CBS News staff to produce "scoops of ideas and scoops of explanation" Good ideas, but that won't fix the structural issues killing TV. Smarter takes won't bump retrans $$ or ratings. It's small-scale thinking to a big-scale problem. h/t @breakermedianyc

@maxwelltani Everyone is arguing about the politics of the new CBS hires, but the real crisis is strategic. Weiss is chasing a 'Ghost Market' (Gen Z conservatives) that doesn't watch TV, while alienating the only people who do. It’s the WaPo mistake all over again. backstoryandstrategy.com/p/the-ghost-ma…

Bari Weiss to CBS News staff during this morning’s meeting unveiling the network’s new strategy: “We are not producing a product enough people want.”

@ObsoleteDogma Everyone is arguing about the politics of the new CBS hires, but the real crisis is strategic. Weiss is chasing a 'Ghost Market' (Gen Z conservatives) that doesn't watch TV, while alienating the only people who do. It’s the WaPo mistake all over again. backstoryandstrategy.com/p/the-ghost-ma…

Bari is about to to do to CBS News what Bezos did to the Washington Post: alienating your slightly left-of-center audience in search of a right-wing audience that either does not exist (for written media) or won’t watch you (for video media) because it prefers insane slopaganda

@davidfolkenflik Everyone is arguing about the politics of the new CBS hires, but the real crisis is strategic. Weiss is chasing a 'Ghost Market' (Gen Z conservatives) that doesn't watch TV, while alienating the only people who do. It’s the WaPo mistake all over again. backstoryandstrategy.com/p/the-ghost-ma…

CBS Update: I'm told that CBS News employees are being offered buyouts. More details as they come. (This from two people inside the newsroom who spoke on condition they not be named as they were not authorized to speak about internal matters.)

My new guide breaks down the specific funds to support today: @CrisisReadyMed, @IWMF, @spj_tweets, plus the local newsrooms like @SahanJournal and @MinnPost holding the line. Minneapolis is showing us what is at stake. Let’s back them up.

Legacy publishers have corporate insurance. Freelancers don't. If a camera gets confiscated or a reporter gets tear-gassed, they are on the hook financially for everything. We need to fund safety gear and trauma kits immediately.

Reporters covering the ICE surge in Minneapolis need body armor, not just notebooks. Many are independents with no corporate safety net. If we want the story covered, we have to protect the storytellers. Here is how to help right now: backstoryandstrategy.com/p/how-to-suppo…