What's Happening?
City Cast, a media startup known for its daily podcasts and newsletters, is undergoing a strategic shift by closing operations in Houston and Boise while launching in the Twin Cities and Seattle. This move is part of what founder David Plotz describes
as 'City Cast 2.0,' which includes the introduction of social video as a core component of its model. The company, backed by Graham Holdings, has expanded rapidly since its inception, now operating in 13 cities with a staff of approximately 90. Despite being unprofitable, City Cast has seen significant growth in its audience, with newsletter subscribers increasing to around 500,000 and podcast listenership rising to 240,000 monthly users. Revenue is expected to nearly double in 2025, driven by advertising and memberships.
Why It's Important?
The recalibration of City Cast's strategy highlights the evolving landscape of local media, where traditional formats are being supplemented by digital and social media innovations. By focusing on urban, left-leaning, and engaged audiences, City Cast aims to create a more vibrant community dialogue, distinguishing itself from traditional local outlets. The introduction of social video is a strategic move to capture younger audiences and leverage personality-driven journalism, which is less susceptible to automation by AI. This shift could influence other media startups to adopt similar strategies, emphasizing the importance of adaptability in the media industry.
What's Next?
City Cast's next phase involves expanding its content offerings to include short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts. This approach aims to establish local hosts as quintessential figures in their cities, enhancing community engagement. The company plans to centralize its production operations and focus on recurring contributors for its podcasts. As City Cast continues to refine its market presence and content strategy, it will likely monitor audience engagement and adjust its offerings to maintain growth and relevance in the competitive media landscape.
Beyond the Headlines
City Cast's focus on civic engagement and community building reflects a broader trend in media towards fostering local connections and participation. By rebranding members as 'Neighbors' and organizing events, the company emphasizes its role in enhancing civic life. This approach not only differentiates City Cast from traditional media but also aligns with a growing demand for media that contributes positively to local communities. The success of this model could inspire other media organizations to prioritize community-oriented content and engagement strategies.
