Talent Agency Bets Big on Influencer News Era

As the media industry undergoes significant transformation, talent agency CAA is expanding its services to support news professionals in navigating the digital frontier. The agency has appointed Becky Van Dercook, a former CBS News producer, to an agent role, leveraging her expertise in managing communications for emerging digital influencers. Van Dercook will focus on helping established clients broaden their online presence through newsletters, podcasts, and social media, while also identifying new talent skilled in short-form content.

The economic pressures on traditional media operations are driving many prominent journalists to explore new avenues. Figures like Don Lemon, Megyn Kelly, and Tucker Carlson have already launched new video podcasts. This trend is further supported by industry projections indicating substantial growth in creator-driven media, with ad spend expected to reach $37 billion by 2025, outpacing the overall media business growth. This financial incentive underscores the appeal of digital platforms for both creators and advertisers.

CAA's strategic move aims to future-proof clients' careers by developing innovative distribution models. Van Dercook's experience, including her work with Jack Schlossberg, has provided her with hands-on knowledge of social media strategy and brand monetization. Clients like Alex Wagner and Jonathan Karl have already benefited from her guidance in establishing their digital footprint and expanding their reach to new audiences through platforms like TikTok and book promotions.