On the Ground in New York - A Pulse On The Modern Media Landscape
Last month, our team traveled to New York City for a series of 1:1 conversations with editors and creators with the goal of listening and learning what it looks like to work in the media today. The trip was less about pitching and more about understanding how we can better collaborate with editors and creators day-to-day. We met with outlets including Men’s Health, Runner’s World, The Strategist, Gear Patrol, Hypebeast, CNET, Field Mag, Rolling Stone, InStyle, and Travel + Leisure, along with New York-based running, cycling, and active lifestyle creators. The conversations we had were incredibly helpful in shaping how we work with our clients and the media moving forward.
1:1 Time Matters More than Ever
The foundation of PR is built on relationships. So much of our day happens behind a screen, but the moments that build connections and trust are the face-to-face meetings where you can sit down with someone, ask questions, listen and learn. Media workloads have intensified, and conversations like this help us understand how to pitch, communicate and work with the media to make their jobs easier.
Creators echoed the same sentiment. They appreciate when an agency takes the time to go for a run, grab a coffee, or share a meal. Those small, real-life conversations show that we’re invested in them as people and collaborators, not just as channels.
Our Goal: Listen First
Our trip to New York was all about listening and learning from the media and creators we work with day-to-day. Our goal: to learn how editors are navigating AI, SEO, and affiliate in 2026; where outdoor, gear, and active lifestyle stories fit into their content strategies; and what creators need from brand and agency partners to do their best work.
What We Heard From Editors
SEO and affiliate are driving content strategies. Many teams are building content strategies based on search trends, and commerce-forward stories that map back to affiliate goals.
Ad sales teams have sway. Sales has a voice in what runs, blurring the line between editorial and advertising, and putting ROI at the center of content.
AI and changing traffic patterns matter. Editors are feeling the impact of AI overviews and algorithm shifts on site visitation and story planning.
Bandwidth is shrinking. Several publications have reduced freelance budgets and are asking lean in-house teams to file more stories per day - making concise, turnkey pitches valuable.
Exclusivity and timing are key. First looks, limited-edition drops, and truly new, technical products continue to stand out.
What We Learned From Creators
Long-term partnerships matter. Creators want long-term partnerships, not one-off transactional posts.
Community is a powerful amplifier. Run clubs like Mornings in Motion, which often draw more than 100 women at each run, show how IRL activations can build community and drive organic awareness.
Gifting only goes so far. Content is a full-time job, and creators expect fair compensation for their work.
In-person time is meaningful. Creators appreciate face-to-face time with brands and agencies, moving away from more transactional exchanges.
What This Means For Verde
Align pitches with SEO and affiliate priorities. We’re grounding story ideas in search and social trends, leaning into review-driven commerce stories, and looking at how audiences search for products and information.
Package editor-ready assets. This means including top-line information, pull-ready quotes, curated imagery, and fact sheets that editors can drop straight into their workflows.
Invest in relationships and long-term collaboration. This includes thoughtful, targeted outreach - including exclusives and first looks for key stories - consistent communication, in-person meetings and building true relationships with the media and creators we work with.
Verde operates at the intersection of brands, media, and creators. Trips like this help ensure we’re not guessing what our partners need - we’re hearing it directly from them, and turning those insights into more effective work for everyone involved.
