Hi, I’m Blair Hickman.
I help newsroom leaders center user needs and build entrepreneurial cultures.
Social media companies change algorithms on a dime, destroying publishers’ ability to reach their audience. I believe that the best way to build resilience in this turbulent world is to center your audience in everything that you do, and invest in leaders that can guide their teams through change with humanity and empathy.
I’ve led newsrooms through countless strategic pivots, shaped data-driven content strategies that served hundreds of millions of people, created innovative community journalism programs that won funding and awards, and built a successful reader revenue program from the ground up.
Lately, I’ve:
Served as strategic product lead for a new civic platform, translating user insight into clear positioning, feature direction, and go-to-market plans
Helped a world-renowned festival transform their content strategy to be audience-first
Coached a large YouTube channel through launching a newsletter that serves their audience, and is just as delightful as their videos
Co-founded Going Solo, a program that’s trained 40+ journalists since late 2024 to launch and grow independent creator-model news businesses
Feel free to get in touch blair@idamedia.co
Focus areas
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The most successful content and product strategies put your audience first. That is the key to sustainability and resilience, in a world changing algorithms.
I craft data-driven strategies to help you reach the right people, build content and products that they love and move them to action.
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I craft bespoke programs, digital fundraising strategies and campaigns that lean into what makes you unique and aligns with your audience values.
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You have to know where you're going, in order to prioritize and make decisions today. I facilitate workshops, do data deep dives and market research, and surface strategies to help organizations set clear goals goals and plans to hit them.
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Few things are harder than leading teams through the constant change of the digital world. You don't have to do it alone. I help leaders and managers transform their workplace culture, motivate their teams and lead through turbulent times.
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Consulting
If you have a specific project or problem, with a defined scope of work, this is your best option. If you need a strategic audit, assessment or help designing a specific program, this is for you.
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Fractional executive
Need senior-level help but don’t quite have the budget or workload to justify a full-time hire? With this option, I lead your audience team part-time for four to six months. I set strategic direction, make decisions, offer hands-on execution and coach your team so you don’t have to.
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Leadership coaching
Leadership doesn’t have to be lonely. I act as a thought partner and coach on both discreet projects and culture. These calls are a mix of coaching and strategic advice, and your best bet if your budget is tight.
About
I’m a systems thinker, problem solver and innovator, who spent 15 years building audiences, teams and strategic plans in fast-growing newsrooms like Vox and ProPublica.
Most recently, I was the Executive Director of Strategy at Vox, where I oversaw consumer revenue, brand narrative and product strategy. Before that, I lead off-platform content creation, audience development and (a lot) of strategic pivots.
I’ve spoken on much of the above at places like the ONA Conference, F8, news:rewired, and the IRE conference, and taught workshops and classes on writing, reporting and audience engagement at Columbia, NYU, USC and the City University of New York. Journalism.co.uk recently put me on a list of 100 consultants who can help your newsroom.
I have a masters in Digital Journalism and Innovation from NYU, a bachelor’s in Creative Nonfiction from Brown, and am a 2025 Sulzberger Fellow at Columbia.
After a decade-plus on the east coast, I split my time between Salt Lake City and San Juan Island.
This business is named after my great aunt. That’s her in the old photo. She was an intellectual trailblazer, endlessly curious and bold. I always try to infuse a little of her in my work.
