Caliber Leads the Charge in Media’s Creator-Centric Evolution with New Vertical Video App SaySo

The evolving landscape of digital media is witnessing a profound shift from traditional, institution-led content delivery to a more dynamic, creator-centric model. At the forefront of this transformation is Caliber, the media holding company that originated as The News Movement. Three-and-a-half years after its initial launch, Caliber continues to challenge prevailing industry wisdom, most recently with the introduction of its vertical video app, SaySo, marking a significant step in its commitment to meeting audiences where they are and on their terms.

Caliber’s Genesis and Contrarian Vision

When The News Movement first emerged in October 2022, it was met with considerable skepticism. The venture consciously adopted a commercial and editorial strategy that ran counter to the established norms of the time. While many media organizations focused on driving social audiences back to owned-and-operated websites, The News Movement embraced direct engagement on social platforms, primarily through vertical video content designed to resonate with users within their feeds. This approach eschewed traditional revenue streams like subscriptions, newsletters, and extensive written material, betting instead on native platform engagement and short-form video.

This contrarian stance, initially viewed with doubt by industry observers, has proven remarkably prescient. The company’s belief that traditional news organizations had for too long expected consumers to adapt to their legacy modes of output, rather than crafting content that genuinely appealed to modern consumption habits, laid the groundwork for its current strategy. The widespread adoption of vertical video across nearly every major news outlet since 2022 – with entities like The New York Times even launching dedicated scrollable video tabs within their apps – serves as a powerful validation of Caliber’s early foresight. The industry, it appears, eventually caught up to Caliber’s initial vision.

Evolution into Caliber: A Growing Portfolio and Strategic Shifts

Over time, The News Movement has undergone a strategic evolution, rebranding as Caliber and establishing itself as a holding company to encompass a burgeoning portfolio of media brands. This expanded ecosystem now includes The Recount, a news and politics brand known for its distinctive visual storytelling; Capsule, a lifestyle-focused newsletter; and its creative studio, Caliber Collective. This diversification reflects a broader strategy to cater to varied audience interests while maintaining the core philosophy of innovative content delivery.

A notable development in Caliber’s journey was the departure of co-founder Will Lewis, who transitioned to become the chief executive of The Washington Post. While initially perceived as potentially inauspicious, Lewis’s subsequent uninspiring tenure at the venerable publisher has led many to view his exit from Caliber as a "blessing in disguise," allowing the company to maintain its agile and innovative trajectory without potential internal conflicts regarding its unconventional approach. Despite these organizational shifts, Caliber’s fundamental mission remains steadfast: to create accessible, engaging content tailored to contemporary consumption patterns.

Introducing SaySo: Caliber’s Next Frontier in Vertical Video

Building on its foundational belief in vertical video, Caliber recently unveiled an early version of its new dedicated vertical video app, SaySo. Ramin Beheshti, co-founder and CEO of Caliber, provided a demonstration of the app, which represents a deeper commitment to the creator-led, platform-native content model.

SaySo is designed to offer users a daily "Digest," a curated collection of vertical videos tailored to individual interests. Complementing this, an "Explore" page allows users to discover new creators organically. At its launch, SaySo features approximately 30 vetted creators, a deliberate strategy to ensure content quality and trustworthiness. These creators, boasting substantial followings ranging from 200,000 to 4 million across various platforms, are incentivized to use SaySo as an additional distribution channel for their existing vertical video content. Initial content categories include politics, climate, lifestyle, and urban planning, with plans for future expansion.

A critical design element of SaySo’s Digest is its finite nature, presenting users with a limited number of videos—typically around 12 per day for initial users. This deliberate constraint, according to Beheshti, directly counters the prevalent "endless scroll" model of many social media platforms. SaySo’s objective is not to maximize screen time but to quickly and effectively inform users with news and insights from credible sources. This design choice gains particular relevance in light of recent legal scrutiny faced by tech giants like Meta and Google over features contributing to social media addiction, highlighting SaySo’s alignment with a growing public desire for more mindful digital consumption.

Monetization and Adoption Challenges

SaySo currently operates without immediate monetization plans, prioritizing product refinement and audience growth. While no revenue generation is anticipated this year, future plans envision a freemium model, where users might pay for premium features such as additional Digests or enhanced access to creators. Rather than relying on traditional display advertising, Caliber intends to explore alternative revenue streams, potentially through sponsored product features, akin to the successful model employed by Apartment Therapy, which integrates sponsored tools and content.

Despite the compelling product concept, adoption presents a significant hurdle. Beheshti acknowledges that most individuals typically use only around six apps daily, making the penetration of a new platform challenging. Caliber possesses a built-in advantage, however, by leveraging its existing brands—TNM, The Recount, and Capsule—to promote SaySo. The success of user acquisition will heavily depend on the willingness of participating creators to actively promote the app to their established audiences.

To incentivize this promotion, SaySo offers creators a share of the revenue generated, a crucial differentiator from platforms like TikTok and Instagram, which often provide only meager payouts to creators outside of the very top tier. This direct revenue-sharing model is designed to attract and retain high-quality creators, fostering a mutually beneficial ecosystem that positions SaySo as a more creator-friendly platform.

The "Creator-ification" of Media: A Paradigm Shift

Caliber’s launch of SaySo represents a significant doubling down on its core thesis: that media companies must serve content in ways their audiences genuinely prefer to consume it, with creators increasingly at the heart of this strategy. This evolution, from simply embracing vertical video to deeply integrating external creators, signals a broader, accelerating trend within the media ecosystem: the "creator-ification" of media companies.

Across the industry, news brands are fundamentally reassessing their relationships with independent content creators and even transforming their own internal talent. Examples abound:

• Creator Networks: The Vox Media Podcast Network has successfully built creator networks that complement its core business, leveraging individual voices while providing institutional support.
• Internal Talent as Influencers: Morning Brew has pioneered experimenting with turning its corporate staff into recognizable talent, cultivating individual brands within the larger corporate structure. Similarly, outlets like Wired, Bloomberg, and The New York Times are increasingly investing in their reporters as on-camera personalities, providing media training and launching franchises centered around their top journalists. Even The Economist, traditionally known for its anonymous editorial voice, has begun featuring its reporters on camera, signaling a widespread recognition of the power of individual connection.
• External Creator Integration: Caliber, with SaySo, takes this a step further by openly welcoming and integrating external creators directly into its platform, blurring the lines between traditional news organizations and independent content producers. While Caliber maintains an editorial distinction between its owned brands like The Recount and the curated content on SaySo, consumers are likely to perceive a seamless flow from trusted individual voices.

The underlying rationale for this shift is profound: consumer trust and affinity for individuals often surpass that for monolithic institutions. In an increasingly fragmented and often polarized media landscape, personal connection and authenticity resonate deeply. However, operating as an independent creator comes with significant entrepreneurial burdens, requiring individuals to simultaneously manage content production, sales, marketing, legal, and administrative tasks. This is where media companies, rather than being supplanted, can persist as vital infrastructure, offering creators the support and resources needed to thrive.

Caliber’s bet with SaySo is that this creator-led model will eventually supplant the "nameless, faceless monolith" that has defined media for decades. The critical question is not whether Caliber is correct in its prediction of this end destination, but rather the timeframe for its full realization. SaySo aims to be a catalyst in accelerating this future.

Beyond SaySo: A Dynamic Media Landscape

The broader media industry continues to demonstrate remarkable dynamism, with several other significant developments illustrating the ongoing shifts:

A Banner Day for the Gazette: The Pittsburgh Post-Gazette’s Acquisition
The venerable Pittsburgh Post-Gazette, one of America’s oldest newspapers, faced imminent closure after more than two centuries of operation. However, a significant lifeline emerged with its acquisition by the nonprofit organization behind The Baltimore Banner. This move grants the Pittsburgh institution a stay of execution, prompting understandable positive reception. Yet, crucial questions remain. The Post-Gazette’s previous struggles were partly due to a protracted labor dispute with its union, whereas The Baltimore Banner operates as a non-union shop. Baltimore Banner President and CEO Bob Cohn’s pledge to "follow the wishes of the newsroom" will be closely watched. Furthermore, The Baltimore Banner itself, now in its fourth year, has not yet achieved financial breakeven status, with the acquisition financed by a $30 million infusion from its philanthropic backer. While a promising development for local journalism, both publishers face ongoing sustainability challenges.

Sporting at The Journal: The Wall Street Journal’s "Next Sports Economy"
The Wall Street Journal announced the launch of "The Next Sports Economy," a new event slated for July. This initiative marks the latest in a series of experiential ventures from the Dow Jones property, but its focus on sports is particularly telling. The business of sports has experienced unparalleled growth, transforming franchises into coveted asset classes for private equity, pushing distribution rights into the twelve-figure range that strains broadcasters, and driving domestic leagues toward aggressive global expansion. Historically, The Journal has been relatively conservative in its sports coverage, ceding ground to specialized upstarts like Front Office Sports, on3, and Sportico. Industry insiders had long speculated that The Journal might acquire one of these niche outlets to bolster its coverage. However, the decision to establish its own tentpole franchise suggests a strategic pivot towards building internal expertise and capturing a share of this booming market through its own events and content.

A YouTuber Becomes a Media Co.: Jesser Riedel Launches JesserCo.
The burgeoning creator economy witnessed another significant milestone with YouTube star Jesse "Jesser" Riedel launching JesserCo., a new parent company designed to house an expanding stable of brands, including a media business and an apparel line. This expansion offers a compelling template for how individual YouTube creators can evolve into full-fledged media brands. Riedel’s impressive reach, boasting over 45 million followers and 10 billion views, translates into a highly profitable enterprise employing 45 full-time staff and generating at least $20 million in annual revenue—a healthier financial picture than many traditional media operations. His recent deal with Tubi to create original content further solidifies his transition into a multi-platform media entity. The success of JesserCo.’s expansion will undoubtedly serve as a blueprint for a new wave of creator-led startups in the near future.

Soccer Outlet Scores World Cup Splash: Footballco.’s "House of Goal"
With the World Cup approaching America, media companies across the continent are strategizing to capitalize on the monumental event. Footballco., a roll-up of international soccer brands, has unveiled a particularly ambitious plan: "House of Goal," a two-week activation in Brooklyn. Helmed in North America by Jason Wagenheim, former revenue leader at Bustle Digital Group, Footballco. will take over an Industry City location, scheduling round-the-clock programming for an estimated 200,000 visitors. The event aims to generate seven-figure revenue and significantly boost brand awareness for Footballco., whose U.S. outpost launched only two years ago but is already on track to contribute approximately 20% of its projected $100 million in annual global revenue. This aggressive move highlights the strategic importance of experiential marketing in engaging passionate fan bases during major cultural moments.

Food52 Vet Goes Mule: Erika Ayers Badan Launches Mule Media
Erika Ayers Badan, former CEO of Food52, has launched a new media venture called Mule Media. Combining with likeminded brands The Local Mom Network and Work Like a Girl, the company aims to foster a community for women at all stages of their careers. The name "Mule," initially perceived unflatteringly, is a deliberate nod to the intelligence and pragmatism of the animal, as stated on its website. Badan’s track record is impressive, having previously shepherded Barstool Sports through a multimillion-dollar exit and taking on a turnaround job at Food52 after its acquisition out of bankruptcy. Mule Media enters a competitive space, vying with established ventures like She Media, Female Quotient, and theSkimm. However, Badan’s proven leadership and strategic acumen make her a formidable contender in the women’s media landscape.

Industry Voices on the Future of Media

The ongoing transformation of media is consistently debated and analyzed by industry leaders, offering critical insights into the forces shaping its future:

• Ben Smith, Semafor: "Virtually all of the time, most Americans are mad at you about the economy and there’s little you can do about it." This observation from Semafor’s Ben Smith underscores the inherent challenges for news organizations in shaping public perception on complex issues, especially when broader economic sentiments are largely immutable. It highlights the difficulty of impactful reporting against a backdrop of entrenched public sentiment.
• Jimmy O’Brien, Jomboy Media: "No one buys hate merch. No one goes to a show if they hate you. No one supports your next venture if they’re not on your side." Jomboy Media founder Jimmy O’Brien articulates a fundamental principle of the creator economy: positive affinity and trust are direct drivers of monetization and sustained engagement. This sentiment reinforces Caliber’s SaySo model, which banks on creators’ established rapport with their audiences.
• Ben Lerner, Novelist: "I was thinking about the degree to which the voice of an author is really fiction, because there’s all this editing and moving stuff around, and so you end up with a document that bears little relation to the actual conversation." Novelist Ben Lerner’s reflection on the constructed nature of an author’s voice offers a fascinating parallel to the curated content experience. In a world craving authenticity, the tension between a polished, edited narrative and the raw, unadulterated "conversation" is central to how trust is built and perceived, even in vertical video.
• Michael Nathanson, MoffettNathanson: "What’s stopping Netflix, which wants more events, to get [Sunday Night Football] for 18 straight weeks?" MoffettNathanson analyst Michael Nathanson poses a pivotal question regarding the future of live sports broadcasting. His query highlights the aggressive push by streaming services into live events, signaling an existential threat to traditional broadcasters and a potential restructuring of how consumers access premium sports content, a trend that the Wall Street Journal’s "Next Sports Economy" event will undoubtedly explore.

An Entrepreneur’s Vision: Andrew Burmon and Upper Middle

Adding another layer to the evolving media landscape is Andrew Burmon, founder of the newsletter Upper Middle. Burmon’s venture offers a unique exploration into the psyches and lifestyles of a specific segment of American professionals, whom he provocatively labels "Oat Milk Elites."

Burmon’s inspiration for Upper Middle stemmed from a dual experience: his own "minor ego death" working in traditional media and witnessing the professional struggles of his wife, an ER doctor and epidemiologist during COVID-19, and many friends who, despite being well-educated professionals, found their careers diverging from initial expectations due to an economy increasingly restructured around financialization. Upper Middle aims to articulate and explore this specific experience, giving voice to a demographic often overlooked by mainstream media.

A distinctive element of Upper Middle‘s monetization strategy is its integrated research arm, "Upper Middle Research." Upon signing up, subscribers are invited to participate in surveys, earning money for their contributions. This not only generates direct revenue—Burmon reported March as his first month exceeding $40,000, with a goal of $400,000 for the year—but also fosters a culture of data-sharing that informs the newsletter’s editorial projects and provides valuable insights to partnering brands. This innovative model demonstrates a direct pathway from audience engagement to revenue generation, moving beyond traditional advertising.

Operationally, Burmon runs Upper Middle largely independently, yet the newsletter boasts a highly stylized design. He achieves this efficiency by using Beehiiv for email delivery, augmented by an AI wrapper built with Claude Code. This allows him to generate and format newsletters rapidly by simply filling out a form, showcasing how individual creators can leverage AI tools for sophisticated production quality.

Burmon’s editorial philosophy draws inspiration from earlier "effete" publications like Spy, which unapologetically catered to a discerning audience. He believes there’s a need to empathize with well-educated, urban W-2 employees who grapple with a disconnect between their internalized expectations and the realities of their professional and personal lives. His goal is to help this group "step back, think critically about their life experience, and try to understand why they feel the way that they do."

Looking ahead, Burmon envisions Upper Middle evolving into a multi-faceted enterprise. The immediate goal is to grow the subscriber base to over 500,000. Beyond that, he plans to leverage the established community and its rich data to develop higher-margin lines of business, further serving this specific demographic in diverse ways. This strategic vision underscores the potential for niche, creator-led media ventures to build robust, community-driven businesses that extend far beyond simple content delivery.

Conclusion: The Shifting Sands of Media

The ongoing developments across the media landscape—from Caliber’s pioneering SaySo app and its creator-centric model to the strategic pivots of legacy publishers like The Wall Street Journal, the entrepreneurial ascent of YouTubers like Jesser, and the innovative community-building of ventures like Upper Middle—all point to a profound and irreversible transformation. The traditional monolithic structures of media are yielding to a more agile, personalized, and creator-driven ecosystem. Consumer trust, once primarily vested in institutions, is increasingly migrating towards authentic individual voices and curated experiences. While the exact trajectory and timeframe remain dynamic, Caliber’s unwavering commitment to adapting content to audience preferences and empowering creators positions it as a significant player in shaping what the future of news and information will look like. The question is no longer if the media will become a constellation of creator collectives, but how quickly the industry, and its audiences, will fully embrace this inevitable end destination.