As NBC News ramps up its subscription streaming product, it is beginning to turn to independent journalists and creators to help it maintain relevance in key areas.
The broadcast news division on Tuesday announced a deal with the popular technology journalist Joanna Stern, who will contribute to NBC News platforms even as she builds out her own independent media company.
Stern left her longtime home The Wall Street Journal last month to launch her own venture.
Stern will become chief tech analyst & contributing correspondent for NBC News, according to a memo to staff from president of editorial Rebecca Blumenstein (who notes that she hired Stern back at the Journal to succeed the legendary Walt Mossberg).
Blumenstein noted that her hire is likely the first of many to come, as independent journalists on platforms like Substack, Beehiiv, TikTok, Instagram, YouTube and elsewhere carve out their own niches.
“Joanna will work across all NBC News platforms and will also contribute to our expanding subscription product,” Blumenstein wrote. “This partnership reflects a new model of working with leading independent journalists and creators who bring distinctive voices, loyal audiences, and the ability to expand engagement across our platforms.”
The deal will include exclusive content, including short-form, long-form and vertical videos, investigative stories and explainers, as well as newsletters created by Stern’s media company. Stern will also front a cross-platform NBC News series called AI in America, with her NBC debut set for next Tuesday’s Today show.
“She was inspired to deepen her collaboration with NBC News because of our journalistic ambitions and the reach and scale of our platforms that deliver high quality, trusted journalism to millions every day,” she added, noting the benefit that a broad platform like NBC News can bring to an independent journalist. “Her work will meaningfully expand and strengthen our coverage of consumer technology, AI and emerging technologies.”
You can read Blumenstein’s note, below.
Hi all,
I’m delighted to share that Joanna Stern is partnering with NBC News as Chief Tech Analyst & Contributing Correspondent. Joanna is one of the most preeminent voices in technology in the country. She was inspired to deepen her collaboration with NBC News because of our journalistic ambitions and the reach and scale of our platforms that deliver high quality, trusted journalism to millions every day. Her work will meaningfully expand and strengthen our coverage of consumer technology, AI and emerging technologies.
Joanna will work across all NBC News platforms and will also contribute to our expanding subscription product. This partnership reflects a new model of working with leading independent journalists and creators who bring distinctive voices, loyal audiences, and the ability to expand engagement across our platforms.
Joanna has attracted a wide following because of her extraordinary ability to make complex technology accessible to everyone, regardless of their level of expertise. She brings a deeply humanistic and often humorous perspective to how technology affects our lives. An award-winning journalist, she is highly fluent in television and video storytelling, winning an Emmy in 2021 for her documentary, E-Ternal: A Tech Quest to Live Forever.
Joanna joined The Wall Street Journal in 2013 and most recently served as senior personal technology columnist, author of the Tech Things newsletter, and host and producer of its video series. She recently departed to start her own independent media company. Previously, she was the technology editor at ABC News and a founder of The Verge. Joanna is a noted authority on AI, with an upcoming book on the subject coming out in May.
On a personal note, I first had the privilege of working with Joanna when I hired her at the Journal to succeed the great Walt Mossberg. She’s a wonderful colleague as many of you know from her time as a contributor and we are thrilled to expand our relationship.
Joanna will start with us this week. Please join me in welcoming her to NBC News.
Thank you,
Rebecca
