X has taken a significant step in becoming a hub for journalism and news by appointing John Stoll, a former editor and Detroit bureau chief at The Wall Street Journal. Stoll will head X’s news group and partnership team, a move announced during the company’s keynote at CES 2025, held on January 7 in Las Vegas.
A vision for the future of news
X Corp. CEO Linda Yaccarino highlighted the company’s plans to revolutionise how news is created and consumed on its platform. During the CES keynote, Yaccarino expressed excitement about X’s opportunities for journalists to “explore their craft, thrive, and make a great living.” This vision aligns with the platform’s creator revenue-sharing programme, which allows eligible users to earn money based on the engagement their content generates from Premium X users.
Under this programme, journalists and other creators with paid subscriptions and a baseline number of followers and impressions can be rewarded financially for driving engagement. This approach supports quality content while promoting a thriving community of creators on X.
Yaccarino underscored the shift from traditional media, stating, “The future of news is not legacy media.” She criticised conventional outlets for catering to niche audiences and focusing solely on meeting budgets. Instead, X aims to build a platform where journalistic curiosity flourishes, free speech is protected, and users actively engage in meaningful conversations.
A new direction for news on X
While Yaccarino didn’t reveal specific details about John Stoll’s role, she confirmed his focus would be expanding X’s global news efforts. Stoll’s extensive experience with The Wall Street Journal positions him well to lead this initiative.
Yaccarino emphasised that X’s approach would empower users, giving them more control over the narrative. “The shift in the narrative is now in the user’s hand,” she said. The platform seeks to create an environment where change is driven by open dialogue and a two-way conversation.
X’s strategy of rewarding creators based on engagement isn’t new in the digital landscape. However, questions remain about its long-term implications. Past platforms like BuzzFeed relied heavily on similar models, subsidising serious journalism with viral content. Algorithm changes later disrupted their revenue, raising concerns about the sustainability of such systems. Critics have also questioned whether X might eventually downplay certain types of news, mainly from outlets that owner Elon Musk has publicly criticised.
A global vision for journalism
X’s ambitions extend beyond its current offerings. It aims to transform itself into a global hub for news. By integrating innovative tools and revenue opportunities for creators, the platform hopes to attract journalists and foster a space for impactful storytelling.
The hire of John Stoll marks a critical step in this direction, positioning X to redefine its role in journalism. Whether the platform can overcome the challenges others face in this space remains to be seen. However, the company’s commitment to providing a home for modern journalism signals a bold and transformative vision for the industry.