Why I Launched My Own Newsroom: A Letter From The Editor-In-Chief

Distribution is messier than it's ever been. Email feels saturated, LinkedIn is playing an algorithm game I have no interest in betting my career on, and the channels most of us have relied on to stay informed keep getting louder without getting better.

The industry has noticed. OpenAI acquired The Boring Post News Network, HubSpot has been building a media arm for years, and the logic is hard to argue with. If you want to control your narrative and actually serve your audience, you build the platform yourself.

I've spent years helping other companies do exactly that. At Outlever, we power 50+ publications across our customers and have watched newsrooms come to life on our platform every single day. At some point, not building one for ourselves started to feel like the stranger choice. So here we are.

And truthfully, I've wanted to do this for a long time. I care about this industry. The conversations I have every day with the people building brands and shaping how companies grow are conversations that deserve a better home than a LinkedIn post that disappears in 48 hours.

This publication will cover marketing, growth, GTM, and brand as it's actually evolving. Not the version that looks good in a recap deck, but what's really shifting, why it matters, and what to do about it. We run it like a newsroom with stories worth paying attention to, playbooks designed to be used, and conversations with the people shaping where this space is heading. It's built for CMOs, growth leads, and founders doing the marketing job themselves.

I'm leading this as Editor-in-Chief alongside a talented team of journalists and editors. This is a real newsroom, publishing every day.

I'd love for you to be here from the start.

Welcome to The State of Brand.

Melissa Rosenthal, Editor-in-Chief