AI-powered research reveals most New Jersey news influencers focus on lifestyle and commentary, not original reporting. Monetization remains unstable. Audience engagement demands more effort than traditional journalism.
Most New Jersey news influencers aren't stepping in to do the original reporting that local newspapers once provided, according to a new study from the Center for Cooperative Media at Montclair State University. While these creators have become a common source for local information, their posts are mostly about lifestyle, promotions, and opinions. Original news and investigative work make up only a small part of what they publish.
The research team-Carrie Brown, Tara George, and Yi Luo-used AI tools, custom code, and interviews to analyze what local news creators are posting. Nearly half of all posts (49.8%) were specific to New Jersey, showing a clear focus on local topics. But only about a quarter (24.4%) were news, opinion, or educational content. The largest share was lifestyle (31.8%), followed by promotional material (24.2%).
"The majority of New Jersey news influencers act as information brokers, curating and amplifying existing content rather than producing original investigations."
Center for Cooperative Media
Most influencers in the study don't call themselves journalists, even when they cover sports, restaurants, or community events-topics that traditional outlets used to prioritize. Instead, they act as information brokers: they curate, add context, and share existing news, but rarely break original stories. Neiman Lab's coverage notes that attribution to original sources is inconsistent, and few influencers do investigative work.
Monetization is another challenge. Only a small number of creators make a full living from their content. Most rely on a mix of brand sponsorships, platform creator funds, affiliate marketing, and event fees. Many describe their income as unpredictable, which matches broader concerns in the creator economy. This is similar to issues raised elsewhere, such as recent discussions about AI-driven monetization for local publishers in coverage of AI's role in local newsrooms.
Audience management takes more work for influencers than for traditional journalists, especially in politics. Political influencers deal with frequent trolling, but also have loyal followers who defend them. Some creators say that keeping a bit of ambiguity can actually help build trust with their communities.
"The Center for Cooperative Media at Montclair State University emphasizes that while this new ecosystem of news influencers helps fill some local information gaps, it does not replace the comprehensive reporting once provided by traditional newspapers. Their research suggests that the decline in original reporting could leave critical local stories uncovered, highlighting the need for sustainable models that support in-depth journalism."
Center for Cooperative Media
For publishers and content professionals, the study points to a clear gap: influencers are good at building local relevance and community engagement, but rarely provide the original reporting that builds long-term trust and sets them apart. Content creation, monetization, and audience management all require significant effort, but the rewards are uncertain for most. As traditional newsrooms shrink, there's a real risk that important local stories will go unreported, leaving audiences with commentary and curation instead of verified news. For digital media leaders, the challenge is to invest in sustainable models that support original reporting, or risk losing the local news space to voices that may not prioritize accuracy or depth.
The full report and related materials are available on the Center for Cooperative Media's website, which documents their ongoing work to support local journalism in New Jersey and beyond.
