WASHINGTON, DC —  At PRovoke Media's Global Summit, Axios co-founder Mike Allen delved into the challenges and opportunities facing modern journalism, stressing the significance smarts, truth and brevity play in reaching fragmented audiences.

Drawing on his experiences with Axios and as Politico’s chief political reporter, Allen shared his vision for a news industry that’s both nimble and deeply trusted, addressing the relentless pace of today’s news cycle, the challenges of reaching younger audiences, and the critical role of clarity in breaking through a plethora of information.

In a conversation with Burson US CEO Craig Buchholz, Allen began by revisiting the concept behind Politico, whose goal was responding to the vast changes in the news business —  the 24-hour news cycle, proliferation of platforms and onslaught of misinformation among them — by delivering information with "more passion, expertise, voice, and speed” than traditional media.  “Axios is founded on the premise of making you smarter in real time,” he explained, with a focus on precision and brevity,” he said.

Axios, he said, has built its reputation on serving what Allen calls “passionate obsessives”—audiences seeking expert, targeted news delivered with a human voice. “The idea of serving passionate, obsessive news with true expertise and human voice is more valuable than ever,” Allen said. This approach resonates particularly with audiences navigating an endless media cycle, which has only intensified with the proliferation of 24/7 digital news.

Yet, Allen said, Axios does that while retaining a commitment to time-tested pillars of journalism, like local news, which Axios is elevating with 30 local newsrooms (31 with the opening of Pittsburgh next year) around the country staffed exclusively by reporters from those markets.

“Success for our local journalists is reaching you. The difference-makers and rising leaders in our communities,” Allen said.  With demand for local news persisting amid the demise of traditional outlets,  Axios Local, delivered through market-focused newsletters, has stepped in to deliver essential insights that are both relevant and accessible, he said.

“There’s more demand than ever for local insight,” he said. The goal is to be “the smart friend in your pocket,” making news not just informative but useful and meaningful for each reader.

Allen also addressed the increasing challenge of misinformation and “synthetic content” in today’s digital environment. In an era of disinformation, Axios’ commitment to trustworthy journalism has become more essential. “In an AI world and a world of more and more synthetic content, misinformation, and disinformation, Axios is more valuable than ever,” he stressed. As he sees it, trusted brands stand out amid “the junk out there,” with credibility becoming a core asset.

He highlighted Axios’ approach to “accountable journalism,” where transparency is paramount. “We think about being accountable to all sides, understanding all sides, connecting all sides, and we find what is real. If we don’t know, we just say that.” This commitment to authenticity, Allen believes, is one of the defining elements that make Axios a “safe” and dependable source for its readers.

In an era when people under 35 are notoriously difficult to reach, Allen shared insights into Axios’ approach to capturing younger audiences. “People under 35 are almost impossible to reach. They don’t read anything that we read,” he said, emphasizing the need for multi-platform engagement to connect with diverse audiences. “You’re never going to be able to reach everyone with one message,” he said, underscoring the need for targeted, platform-specific strategies.

“If somebody comes to you without a social media strategy, fire them,” he added, pointing out that no modern newsroom can afford to be without a nuanced approach to social channels.

Allen said a key differentiator for Axios has been its “smart brevity” approach, which Allen described as a commitment to making every word count. “The way we think about Axios newsletters is to make sure that every sentence, every paragraph, and every item is worth your time,” he explained. This editorial precision is essential in a world where readers’ time is precious, and attention is fragmented. “If you put out three or four things, they’re going to remember zero,” he said.

For Allen, clarity of communication is critical, and it’s rooted in simplicity: “A simple question is always the most lethal.” In both Axios’ content and internal communications, he advocates for distilling information to its core message, avoiding “foggy” thinking and strategy that can lead to convoluted or ineffective storytelling.

With the rise of disinformation, Allen urged audiences to be more mindful of their media consumption. “We all need to be more news literate,” he emphasized, suggesting that readers should consider the sources they trust and the content they share. He likened this shift to the way people have become more mindful of their diets: “Think about the places that you consume news. Pick places that have a track record.”

This careful curation is essential not just for readers, but also for brands that aim to stand out in the market. Allen advised PR and communications professionals to work proactively on messaging, always planning ahead and staying focused on long-term goals rather than reacting to short-term pressures.

Allen also highlighted the importance of mission and purpose, particularly for younger audiences. “Younger colleagues are much more concerned about higher purpose, which is why communication is more important,” he noted. Leaders and organizations need to communicate their mission clearly, both internally and externally, aligning with values that resonate across generations.

As companies prepare for what’s next, Allen encouraged them to avoid the pitfalls of reactive commitments that may not align with their core mission. He shared his belief that organizations must proactively plan their messaging and anticipate what’s ahead. This forward-looking approach, as he put it, is key to staying relevant in a rapidly changing media environment.