jillmanuel @jillmanuel

Founder and creator of @jillthenewslady on TikTok. Innovator, strategist, change-maker, cyclist, journalist, and alumnus of @LawrenceUni and @NewhouseSU. tiktok.com/@jillthenewsla… Greater Sacramento Area Joined January 2008

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jillmanuel @jillmanuel

5 days ago

19% tells you who's still watching. The other 81% already made their choice. The data, the model, and the results all exist. What exactly are we still waiting for?

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jillmanuel @jillmanuel

5 days ago

The model works because it doesn't ask newsrooms to abandon what they're good at. It asks them to stop packaging it for an audience that left. These stations didn't run a six-month pilot about whether young people use TikTok. They hired people who already knew how to reach them.

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jillmanuel @jillmanuel

5 days ago

Only 19% of Americans 18-34 watch local TV news on television. 100% of that demo is reachable on YouTube, Instagram, and TikTok. Three newsrooms already proved what to do about it:

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jillmanuel @jillmanuel

a week ago

@knightfdn 50 million Americans have limited or no local news access. A Canadian for-profit company is about to show us what our own industry spent two decades failing to figure out.

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jillmanuel @jillmanuel

a week ago

@knightfdn Village Media has run profitable digital-only local newsrooms in 27 Canadian communities since 2013. No paywalls. They have never closed a single property.

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jillmanuel @jillmanuel

2 weeks ago

Every journalist I know who left a newsroom had the same problem. They had the skills. They didn't have the vocabulary. So I made this. Newsroom Exit Checklist →

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jillmanuel @jillmanuel

3 weeks ago

If you're a journalist in this transition, sit with that. You don't need to convince anyone you're "just as good" as the marketing people. Show them what a journalist brings that a marketing person can't. Follow @jillmanuel for more. If this resonated, repost tweet 1.

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jillmanuel @jillmanuel

3 weeks ago

But it only took off when they stopped apologizing for being journalists and started leading with their journalism skills. Ingrid told me: "The mistake we made in the beginning was to try and be something we weren't instead of just believing in who we are."

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jillmanuel @jillmanuel

3 weeks ago

Ingrid Bakewell led Canada's best newscast. She produced live from the Arab Spring, ran prime time at Euronews, and NBC recruited her to London. She was laid off on maternity leave. Four weeks before she was supposed to come back.

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jillmanuel @jillmanuel

3 weeks ago

Here's what kills me: the companies rejecting her post thought leadership about "authentic storytelling" while their comms teams have never earned a viewer's attention without a media buy.

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jillmanuel @jillmanuel

3 weeks ago

She finally gave up and is getting her MSW instead. Walking away from an industry that trained her to do exactly what these companies claim to want.

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jillmanuel @jillmanuel

3 weeks ago

A journalist messaged me. 20 years of earning trust with audiences who had every reason to tune out. She can't get a callback for a mid-level comms job.

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jillmanuel @jillmanuel

a month ago

CNBC's parent company CEO said the quiet part out loud: "There is no illusion about cable networks coming back." Their own Q1 numbers prove it. Linear revenue down 7.3%. Platform revenue up 9.5%. Licensing up 113.5%. The eulogy came from the person holding the shovel.