The head of a prominent centrist advocacy group quietly seeded a news outlet that provides a steady stream of positive coverage for her organization and its board members' lobbying clients, Axios has learned.
Why it matters: The fragmentation of digital media means virtually anyone can be a publisher. When public affairs intersects with political coverage, it can blur the lines between news and advocacy.
The big picture: The Well News says it "reaches more than 5 million Americans" through its website, videos and social media channels.
- It was founded in 2018 by Cori Kramer, the executive director of Center Forward, and Kristen Hawn, a PR consultant who's worked with the group. Internal communications reviewed by Axios show they've had direct input on TWN's editorial product.
- "Our founders wanted a news outlet that highlights practical policy-making, good governance and brings a voice to people and events that are often overlooked in the current news climate," its website says.
- TWN has written positively about Center Forward without disclosing its co-founder's dual roles. It's also promoted "leading bipartisan public affairs firm ROKK Solutions" without mentioning that Hawn is a partner at that firm.
Between the lines: Like most news outlets, TWN relies on advertising revenue. Its website is frank about the opportunity that it provides its financial backers....
- "[W]e serve as an extension of your marketing team, so contact us below and put us to work building a strategic, holistic, cross-channel marketing plan that makes you look like a hero," TWN says.
- Among those advertisers is tobacco giant Philip Morris, which has paid to place content on