Media and press coverage is becoming increasingly important in today’s crowded ETF ecosystem. Chase Kosinski, account executive at Craft & Capital, led a panel that unpacked how finance reporters decide which new ETFs to cover amid a record pace of new product launches. The session explored the criteria and filters that media deploys, providing valuable insights to both asset managers looking to break through the noise and investors seeking to better understand the complex inner workings of finance media.
The panel included:
- Jenny Grybowski, managing editor/public markets for With Intelligence
- Thornton McEnery, head editor at Moby
- Brian Ponte, senior reporter at Ignite
- Natalie Zhang, producer for CNBC’s ETF Edge and Fast Money
- James Rodgers, managing editor at Investment News
- Elle Caruso Fitzgerald, assistant editor at VettaFi
Media Matters
The panel featured reporters sharing insight on how they decide which new ETFs to cover following a record year of launches. They explained the specific criteria they use to filter through the supply and also how they identify the strategies that earn media attention. For asset managers, the session provided a direct look at how to make a fund stand out in an increasingly crowded market.
What Determines Whether Something Becomes a Story?
Asked about what goes into choosing which stories get covered, Ponte shared, “A lot of times it comes down to interest, it comes down to buzz.”
Grybowski said that With Intelligence considers both their own ability to contextualize and whether or not it is proprietary. If others aren’t covering it, it’s an interesting opportunity.
Rodgers agreed, adding that, “It’s a balancing act.” There are breaking daily stories that have to be juggled against other things.
The Media Ecosystem
Caruso Fitzgerald noted that VettaFi, as a differentiated index provider with a media arm, leverages their data to determine what investors are interested in. She also articulated an awareness of today’s unique media environment. “There is such fragmentation in the ways that people are getting their news today. We want to meet them where they are.”
Zhang spoke to the importance of headlines and the need to pay attention to social media, and what’s trending.
“We’re asking, ‘is there a story here we can deepen?’” added McEnerery.
AI and Media
Rodgers said, “On one hand, it’s the biggest existential threat to journalism as we know. On the other hand, it’s a tool we have to use.” He also stressed the importance of having "a human touch.”
Grybowski noted that With Intelligence uses the tool to sort through filings and sometimes for first drafts. “Journalists are becoming more data gatherers.”
Thinking about GEO is also increasingly important. “Creating data driven stories with a lot of numbers are more likely to be picked up by AI and used in their responses,” Caruso Fitzgerald added.
How Does Media Shape Investor Behavior?
According to Kosinski, reporters shape a lot of themes through coverage. That can impact flows, which also creates more reporting and coverage.
“Something we do, is consider whether the fund is too small,” Zhang said, noting that CNBC tries to not move the market too much.
Filings vs Launches
Filings generate more coverage than launches these days. This can be frustrating for PR as SEC regulations mean that issuers can’t discuss filings, but they can discuss launches.
“Our audience is financial advisors and investors, and we find that announcing new funds is most effective on launch day – not before,” Fitzgerald Caruso said. “Waiting for launches helps ETF Trends inform how a particular fund that is currently investable can help investors understand a product.”
Grybowski added, “None of us are out for a gotcha moment. We’re all very aware of the quiet period.”
For more news, information, and analysis, visit VettaFi | ETFDB.
