Omar Haj Kadour/AFP/Getty Images

Syria

Syria’s civil war morphed from small acts of anti-Assad defiance into one of the deadliest and most complex wars of the twenty-first century.

 

 

China

China

The President’s Inbox podcast discusses what another Trump presidency will mean for the future of U.S.-China economic relations.

China

Chinese exports are growing much faster in volume than in dollar terms. Europe is losing out.

RealEcon

China’s growing willingness to defy the international order, and its increasingly aggressive leadership, have led it to increasingly utilize economic coercion against countries it believes have defied China’s interests. This coercion can be powerful, and the United States and its partners have not been well-prepared for Beijing’s actions. The U.S. and others need to develop a response immediately.
France

France

The fall of the French government, along with political uncertainty in Germany, has upped the pressure on President Emmanuel Macron amid growing European tensions over migration, Ukraine, and energy policy.

 

France

Far-right advances in the European Parliament elections have destabilized politics in France, a longstanding pillar of the European Union, and highlighted fault lines in the bloc.
The War in Ukraine

Ukraine

Donald Trump has promised to secure a just peace between Russia and Ukraine in his second term. His success or failure will depend on whether the West can give Russia a reason to negotiate in good faith —by mustering the will to tighten sanctions.

The War in Ukraine

Ukraine

Petro Poroshenko discusses Ukraine’s ongoing war with Russia and the role of U.S. and NATO support. Please note there is no virtual component to the meeting. The audio, video, and transcript of this meeting will be posted on the CFR website.
Future of Democracy

Asia

The year 2024 likely saw the highest number of people voting in recorded history. But in Asia, where most people voted, elections did not mean progress for democracy, which has been on a decade-plus-long regression.

Indonesia

Joko Widodo assumed office promising to be a different type of leader for Indonesia. His record suggests otherwise.

Japan

On Sunday, Japanese voters handed the ruling coalition of the Liberal Democratic Party (LDP) and its junior partner, Komeito, an unmistakable defeat.
Syria

Syria

The ascendance of Sunni Islamist rebels in Syria should be viewed with great caution by Western powers, but the Assad regime’s collapse disables a critical node in Iran’s regional proxy network.

 

Syria

The Bashar al-Assad regime’s rapid collapse deals a heavy blow to Iran’s “axis of resistance” and its ability to project power in the region, and it raises fears Iran will focus more on developing its nuclear program.

Events

Economics

 Brad W. Setser, CFR’s Whitney Shepardson senior fellow, leads the conversation on the influence of tariffs on global trade and the price of U.S. goods, and what to expect from the second Trump administration’s economic policies. A question-and-answer session follow his opening remarks. TRANSCRIPT FASKIANOS: Welcome to the Council on Foreign Relations State and Local Officials Webinar. I am Irina Faskianos, vice president for the the National Program and Outreach here at CFR. CFR is an independent, non-partisan membership organization, think tank, and publisher focused on U.S. foreign policy. We are also the publisher of Foreign Affairs magazine. As always, CFR takes no institutional positions on elected officials, political candidates, or matters of policy. Through our State and Local Officials Initiative, CFR serves as a resource on international issues affecting the priorities and agendas of state and local governments by providing analysis on a wide range of policy topics. We’re delighted to have over 650 participants confirmed for today’s discussion from fifty-two states and U.S. territories. We appreciate your taking the time to be with us for this discussion. And I want to just remind you all that the webinar is on the record, the video and transcript will be posted on our website after the fact, at CFR.org. We are pleased to have Brad Setser with us to discuss the future of tariffs, trade, and U.S. economic policy. Brad Setser is the Whitney Shepardson senior fellow here at CFR. His expertise includes global trade and capital flows, financial crisis analysis, and the debt economy. From 2021 to 2022, he served as senior advisor to the United States Trade Representative. Prior to that, he was deputy assistant secretary for international economic analysis at the U.S. Treasury, from 2011 to 2015. He is the coauthor of the book, Bailouts or Bail-Ins?: Responding to Financial Crises in Emerging Economies. And he authors the blog on CFR.org entitled Follow the Money. So I hope you all sign up to receive those posts. So, Brad, thanks very much for being with us today for this conversation on the future of tariffs and global trade. We’ll have a conversation between us and then we’ll open it up to all of you for your comments, both written and raised hands. So maybe you could begin by giving us an overview of the purpose tariffs serve in trade and economic statecraft. SETSER: Well, I think you can argue that tariffs serve three broad purposes. The first purpose is to introduce a bit of friction. I mean a tariff is a tax imposed at the border that anyone who wants to import a good has to pay. And so it tends to raise the price of imports. So one use of tariffs is to protect a particular U.S. industry from foreign competition—be it all foreign competition or be it unfair foreign competition. So that's kind of the classic protective or insulating role of tariffs. The U.S. tariffs that were put on against steel, imported steel, when there was an excess of global supply of steel several years ago would be a good example. Another use of tariffs, which has sort of gone out of favor but President-elect Trump has alluded to quite often recently, is simply to raise revenue. Tariff is a tax. Taxes raise revenue. And so you could use the revenue generated by a broad across-the-board tariff to either close the fiscal deficit or offset other tax increases. That use of tariffs is not—has not been common in the postwar period, but that was probably the original use of tariffs back in the 1700s, 1800s, 1900s. Countries that didn’t have income taxes and had limited capacity to collect sales tax could control a port. And if you could control a port, you could put tariffs on goods coming through that port. The third use of tariffs is to provide leverage in a negotiation. Now, that leverage can be leverage that’s intended to open up other countries’ markets. That’s been the classic use. So if you think of a free trade agreement, it is an agreement whereby the U.S. would lower its normal baseline tariffs. In another country, a partner would also lower its tariffs so that there would be no tariffs on trade between those two countries. So you could generate leverage by negotiating over the terms through which you bring your tariffs down. President Trump, in his first term, revived the older idea of threatening to raise tariffs and saying that we’re going to raise tariffs, whether because you’re acting unfairly or because we don’t like the outcome of trade. And if you don’t make changes, we will go to higher and higher levels of tariffs. So that’s tariffs for leverage. Classically, tariffs have been used as leverage for trade goals, for commercial goals. A good example would be the Section 301 case against China that President Trump brought in his first term, which was resolved, at least partially, by a commitment by China to buy a lot more U.S. goods. So the threat of tariffs was used to extract commitments from your counterparty. Those different—and I guess I should add that, at least conceptually, you could use tariffs in the way we use sanctions. Sanctions are used not to generate economic or commercial outcomes but as leverage to pursue broader, more political goals. And you could, at least in principle—although it's an unusual use of tariffs—use tariffs to try to pursue those broader political goals. It is worth noting that these different goals are a bit in tension. If you want the tariffs to be protective, you may want a very high level of a tariff. A very high level of a tariff, though, doesn't generate any revenue. If there is no trade, there's no revenue. If you want the trade tariffs as a source of revenue, you can’t have many exclusions. You can’t tailor the tariff very much, because every exclusion loses significant amounts of revenue. The bigger—an initial exclusion becomes a big exclusion over time, because everyone reroutes trade to take advantage of that. So if you’re going to use tariffs as a source of revenue, they’re very—it’s very hard to actually use them also as a source of negotiating leverage. So in some sense, you have to choose between those different objectives. But they are all objectives that, at least in principle, can be pursued with a threat of tariffs. FASKIANOS: So what tariffs are currently in place on U.S. imports? Are they effective? And what do you see shifting come 2025? SETSER: Well, I concede that I do not have the capacity to read the mind of the President-elect. And I thought I had a reasonably good read on what he might be doing, but I certainly didn’t expect the first big tariff threats to be directed primarily against Canada. So I think a little bit of humility is required. So if you just look at the standard tariffs that the U.S. applies, MFN tariffs, or permanent trading relations tariffs, those tariffs average about 2 percent across all goods. The tariffs on China that were introduced in President Trump’s first term on average created a 15 percent additional tariff on trade with China. China was about 20 percent of U.S. trade. So that would have been about a three percentage point increase in the tariff level in overall terms. However, when you raise tariffs on one country, like China, and not on others, trade tends to reroute around those higher tariffs. So you didn’t actually see an increase in the overall effective tariff to 5 (percent). It’s probably more like 3 or 4 percent. Most of the trade that we still have with China is in those subcategories of trade that were left out of the tariffs in Trump’s first term, most significantly iPhones. You know, there’s another way of looking at tariffs. You can sort of say, if you divide trade into industrial goods and agricultural goods, agricultural goods generally have a certain amount of friction, a certain amount of tariffs, a certain amount of non-tariff barriers. So there’s generally not fully open trade. But for industrial goods, the norm is actually very open trade. Over half of all U.S. industrial trade is at a zero tariff, even if you don’t have a free trade agreement, and another quarter is at a very low tariff, not a prohibitive tariff. So if you look at it on a product category, we have significant tariffs in part around autos, 2 ½ percent for a normal car, but 25 percent for a light truck or a heavy SUV. We have significant tariffs around steel and aluminum and some metals. We have significant tariffs around some categories of clothing, apparel, where you can get around that tariff if you are in a free trade agreement with the U.S. and use U.S. yarn and fiber and fabric. And obviously, there are still important limits on certain parts of agricultural trade. But electronics, pharmaceuticals, a whole range of goods essentially are un-tariffed, even without a formal free trade agreement. I think, you know, President Trump has generally suggested if you listen to his campaign pledge, two broad types of changes. One is that he wants to raise tariffs on trade with China. He already raised tariffs on trade in China in his first term, raising them—you know, there were different tariff lists, one at 25 (percent), one at 7 ½ (percent), one at zero (percent). They averaged out to be at about a fifteen percentage-point increase in tariffs. There have been two possible evolutions suggested. One is to withdraw permanent trading relation status with China, which would raise the average tariff to somewhere between 40 and 45 percent. And then President-elect Trump has suggested possibly going to a 60 percent tariff on all Chinese goods. Now, he’s also suggested, and certainly, advisors have suggested, that this is a threat for negotiating purposes. It’s going to be a source of leverage. We may not end up with that high a level of tariff across the board on China. But that was certainly one big focus. The other big focus was the across-the-board tariff, 10 percent, sometimes it's been suggested a 20 percent tariff, on everything. That would be intended as a source of revenue, to allow a lower income tax. That takes—if you're going to use it to reduce income tax, that would have to be part of a budget package. And that would be a different use. It would be more of a revenue-raising use and less of a negotiating leverage use. And then finally, in the past couple of weeks, he's—President-elect Trump has threatened 25 percent tariffs on Canada and Mexico over immigration, over fentanyl, sometimes to needle "Governor" Trudeau, to use President Trump's phrase, and suggest that Canada might want to think about becoming the 51st state. I don’t think that’s a serious threat, but it is a somewhat unexpected threat. FASKIANOS: Mmm hmm. And it did—it did mean that Trudeau did go down to Mar-a-Lago to see President-elect Trump. So I think it probably did elicit a response. So the tariffs, what does it mean for the consumer? There’s been a lot of talk about the—what it will mean for the average American for these tariffs that President-elect Trump is talking about. SETSER: So, as I alluded to at the start, a tariff is a tax on imports. And that tax is paid, in the first instance, by the importer. Whoever is picking up the good at the port has to show they've paid the tax before they can take delivery of the goods. There's a debate about whether the exporter, knowing that the importer has to pay the tax, will adjust their prices down in a sort of share some of the burden of the higher tariff. The empirical evidence from the first round of tariffs on China was that that effect was very modest, that there was very limited falls in the price of goods imported from China. And so, thus, the importer more or less had to pay—you know, had to pay the tariff. And so a 20 percent tariff would lead to basically a 19 percent increase in the cost the importer—the total cost the importer faced on that good. There’s a second question, which is if the importer is a retailing company or a company that’s using the import as a good and as an input into its production, how much is passed on to the final consumer? And there have been different studies that come—sometimes find almost complete passthrough, and sometimes find that a significant share of the increase in cost is absorbed by the company that does the importer, not the final consumer. But I think—and then, you know, conceptually goods that compete with the tariffed good should also go up in price. So you could have a broader increase in price than just the increase in price on the good that faces the tariff. All that put together, I think it is generally reasonable to assume that if you raise tariffs on 10 percent of U.S. consumption, roughly imported goods by 10 percent, you’re probably going to have a 1 percent increase in the price level. And you’re probably going to get close to a 1 percent increase in federal government revenue. It gets more complicated if you push the tariffs up higher, and then you kind of—you force companies to find alternatives to just paying the tariff. But for modest tariffs, I think the simple linear math is generally pretty close to right. So a 10 percent across-the-board tariff is actually a pretty big—a pretty big increase in aggregate prices. FASKIANOS: And will that contribute to, you know, the inflation going—inflation going up? SETSER: I think that is a more complicated question. And it gets to how one defines inflation. Generally, economists think of inflation as an ongoing series of increases in the price level. So not just a one-off change. So if oil goes from fifty to a hundred, I think most people in—who are not economists, would say that’s very inflationary. And an economist would say, well, that’s just a jump in the price level. If it stays flat at a hundred, that’s not going to be any further increase in inflation. And the complexity comes from the fact that if the government is collecting a lot of tax revenue from the tariffs and that is reducing the deficit, that is taking money out of consumers’ pockets and they have less money to spend on other goods. So the aggregate impact of the increase in the tariff on inflation depends quite significantly on whether you offset that with other tax cuts. So my view is that you should view a tariff that is not offset with other tax cuts as a one-off increase in the cost of living, not as inflationary. And you should view—there’s some small inflationary effects from less efficient production. There’s some disinflationary effects because consumers have less money to spend on other goods. But basically, it’s just a—you feel poorer because you’re paying more for the same goods. If you offset with tax cuts, or if the Federal Reserve tries to offset with looser monetary policy, then you certainly run in the risk of what would be normally called inflation, ongoing increases in price levels. FASKIANOS: Great. So we’re going to go to the group for their questions, comments. We already have one written question, and I’ll look at the raised hands. So I’ll take the first written question from State Representative David Michel, from Stamford, Connecticut: Is this no tariffs not due to the allowance of quotas under President Biden that enables U.S. operations to buy steel, for example, to the limits where we are filling the gap between what we produce and what we need? And is anything going to change with European steel? SETSER: So with respect to Europe, Japan, Korea, and others, there were exclusions granted as part of a negotiated arrangement for imports of steel. So the overall tariff from the Section 232 trade action is 25 percent. But for defined quantities from specific countries there were tariff rate quotas, which let a certain amount of steel come in, typically the amount of steel that was imported historically from that country, without paying the tariff. This was meant to—well, it was not meant—it was part of a deal whereby Europe and others didn’t retaliate against the U.S. tariffs, which were imposed on them. They didn't accept, as a matter of principle, that the U.S. should have imposed the tariffs because they were done under a national security claim. And Europe says, you know, and Canada, we're your allies. We're not a national security threat. So as a sort of settlement, the Europeans and others were given tariff rate quotas up to a certain point. That agreement expires in the spring of 2025, so next year. If it expires, the tariff rate quota would go away. And then Europe would be free to impose its retaliatory tariffs on a range of U.S. goods, I think including whiskey. I forget exactly. I would hope that that agreement is extended. The Europeans would like it to be more flexible over time. They think that the—because the tariff rate quotas are for narrow products and for an individual country, in aggregate Europe hasn’t been able to get as much access to the U.S. steel market as expected. And so they would like it to be more liberal. The steel industry, I think, thinks that the regime for Mexico, in particular, but maybe Mexico and Canada, which is a separate deal, was too expansive, didn’t impose enough restrictions. And there was a general hope that we could move towards something that did more to support clean and green steel, less coal-based, blast furnace-based steel. More innovation and hydrogen-reduction steel. That doesn’t feel like it’s going to go anywhere under a Trump administration. So I actually don’t know the answer. My gut is, because, you know, unless you’re going to be very aggressive right off the bat and want to pick at an old scab, I would think it would make sense to find some agreement to extend the current arrangement. But if you want to initiate a more hostile negotiating environment with Europe, if you want to go after the Europeans, this deal does expire in the first part of next year. FASKIANOS: Thank you. I’m going to go next to Patty Alley, who’s a councilmember in South Kingstown, Rhode Island. You’re unmuted, so go ahead. OK, I think we’re having some technical difficulties. You’re muted again. OK, I’m sorry. Maybe you could type your question and we’ll take it in written, because we’re not hearing you. I’ll go next to Paul Brierley, with the Arizona Department of Agriculture, I believe. Q: Yeah, that’s correct. Paul Brierley with Arizona Department of Agriculture. It's been kind of my perception, anyway, that often when we impose tariffs on a country, they impose counter-tariffs on agricultural imports coming from our country to theirs. Could you just speak to that, what might happen there? SETSER: Well, it's more than your perception. That is, in general, how countries respond, particularly China, because China imports a lot of agricultural goods from the U.S. Why is that? Well, we're an agricultural exporter. And then also some of the agricultural states have significant senators. So when Mitch McConnell was the Senate majority leader, Kentucky Bourbon was on every tariff list imaginable. You know, it was just a way of putting on the Senate. When Paul Ryan was the speaker of the House, you would see a lot of retaliation against Wisconsin cheese and Harley-Davidson. You know, countries tend to go after prominent products from states that have significant leadership positions in the House and the Senate, to try to put reverse pressure back on the United States. With respect to China, and since President-elect Trump has threatened additional tariffs on China, China almost always retaliates against U.S. agriculture. Why? Well, in some sense it is easier for China to find alternative sources of agricultural supply than it is for China to find alternative sources of semiconductors, or aircraft, although they’re not buying very many aircraft right now. If you put tariffs on U.S. aircraft, and only the U.S. and the EU can supply large commercial aircraft—at least, you know, the Chinese C919 is only available in limited quantities—you’re effectively handing the market over to the European Union, to Airbus, and you’re giving up any negotiating leverage your airlines would have over the price of aircraft, because they have to buy from Airbus. With agriculture, there are multiple suppliers to begin with. So you can put tariffs on the U.S. And if it's tariffs on, say, pork, you can get pork from the EU, from Denmark, from Spain. You can get pork from Ukraine. You can get pork from Brazil. You can find multiple sources of global supply. And so, therefore, it tends to be an attractive way, if you're China and you feel like you want to retaliate, to put a little pressure, impose a bit of pain back on the U.S. And then there are also products, frankly, where there are luxury goods in China. And so it's pretty easy to zero them out of the market altogether. Beef, for example. I mean, China does not need to import U.S. beef. Beef is not a significant part of the consumption basket inside China. It's a luxury good, consumed at restaurants. Lobster, same sort of thing. So you can hit those kinds of sectors. And then there are, like, you know, little, small components of agricultural trade, like distillers dried grains which are sort of the residual from the production of ethanol which can be used as an animal feed. The Chinese have hit that often in the past. The Chinese is like going after chicken feet, which is going after Arkansas chicken paws. It's one of my favorites. And those tariffs are kind of fun because you can almost always see how the U.S. gets around them. You know, China puts tariffs on chicken paws and, guess what? U.S. exports of chicken paws to Hong Kong go up by almost as much as U.S. exports to China go down. So it's pretty clear that they get shipped to Hong Kong and probably taken out of one bag and put in another bag. And no one pays too much attention. But these are—it’s a classic play. And the U.S. exports 20-30 billion (dollars) a year of agricultural goods to China. Mostly soybeans. Soybeans, you can get them from Brazil. You can get them from Argentina. The last time around China zeroed out purchases of soybeans, which is a big, big component of agricultural trade, for one harvest season. And that forced U.S. beans to sell at a discount on the global market. And I think if we’re in a tariff war with China again, those kinds of retaliatory measures are 100 percent likely again. FASKIANOS: Thank you. I’m going to take a written question from Riley Anderson, who’s the deputy legislative director for New York Assemblyman Patrick Burke: Hypothetically if you were an elected official for a border district of Canada or Mexico, what would you say to your constituents about the issue? SETSER: Look, I think I would say, we benefit from a stable trading relationship with the United States. We have a challenge now because the U.S. has elected a president who doesn't always see the virtue or benefits of a stable trading relationship, even inside North America. I would say, we need to be prepared to be pragmatic. And where the U.S. has some important, realistic, legitimate concerns about the nature of trade, we should be willing and open to renegotiating parts of the U.S., Mexico, and Canada Free Trade Agreement. Call it USMCA, call it NAFTA two, it's up for renegotiation next year. We should be open to the possibility that there are beneficial to changes. In Mexico's case, Mexico is importing an awful lot of cars from China. One-third of Mexican auto demand is coming from China now, is being met by Chinese production. If the U.S. asked Mexico to raise the tariffs on imports of cars from China to match U.S. tariffs on Chinese cars, if I were Mexico, I would consider that right? The USMCA was built on the notion that it's a market where U.S. production meets Mexican demand, Mexican production meets U.S. demand, and there's an element of reciprocity. If Mexican demand is being met so heavily by China, and that's freeing up Mexican cars to be shipped north, that, to me, changes the nature of the agreement. And it's, arguably, to Mexico's interest to have more of Mexican demand to be met with cars that are made in Mexico, or cars that are made in the U.S. with Mexican parts. So be open to some changes when those changes make sense. But also be prepared, if you are—feel like the U.S. is making unreasonable demands, that you’re going to have to be prepared to take retaliatory actions and show that you can’t be bullied. And so I think there’s going to be a tough balance. And, frankly, it could be somewhat painful, for all parties, if President Trump goes forward with 25 percent tariffs with some of our closest trading partners, who have production chains that are very integrated into our own. FASKIANOS: Thank you. I’m going to go next, a raised hand from Stephanie Agee, who’s vice president and chief admin officer for international trade in Virginia. Q: Hi. Oh, excuse me. Can you hear me, OK? FASKIANOS: We can, Stephanie. Thank you. Q: Thank you. First of all, thank you all so much for hosting this. I really appreciate your time and your analysis here. Question for you. So if you were advising the president-elect, and we wanted to focus on—you rightly mentioned that there’s a number of reasons to use tariffs. If we wanted to focus on it being a source of leverage, focusing on that purpose behind them, would you advise that there are alternatives? That there are other ways to provide pressure and leverage, especially on a country like China where we’re very interested in sort of changing their trading practices and, you know, bringing them more into the way of doing things that we’re more familiar with in the U.S.? Are there—are there alternatives? Are there things that should really be much more strongly considered that are being ignored right now in favor of tariffs? SETSER: I guess a couple of thoughts and reactions. I think there probably aren't a lot of other tools of leverage vis-à-vis China. You could say, for example, that export controls are a tool of leverage. But in general, if you're doing an export control, the export control is a good that you think would—you know, where you want to keep China from having access to that good because you think if China had access to that good it would be detrimental to your national security or economic security. We don't let China buy the components to make a stealth plane. We don't let China buy the propellers for a nuclear submarine. We don't let China buy a Black Hawk helicopter. And we currently don't let China buy cutting-edge equipment to manufacture semiconductors or certain very high-performing semiconductor chips. China would love to negotiate a reduction in those export controls. So that would be one mechanism, one source of leverage that you could look to use. But, you know, in general, unless you think the export control was applied incorrectly and the good is not of national security interest, you wouldn't want to negotiate over in that field. China would like to do more investment in the U.S. Certainly they would—you know, I guess you can debate how much President Xi actually cares about it. But in principle, they would like to not be forced to divest, or their company ByteDance would like to not be forced to divest from TikTok. So you could, in some cases, negotiate over the terms of new investment or modulating requirements for divestiture. Again, you'd have to come to the conclusion that you're willing—that you don't think TikTok poses the kind of risk that has been postulated, and so therefore this is an appropriate field of negotiation. In general, I think around economic issues, the most obvious field for negotiations is, in fact, tariffs. Then you have to deal—ask, are there tariffs that you’re willing to reduce as well as tariffs that you’re willing to increase? Are there tariffs that you are willing to not increase if China makes certain policy changes? What’s the realm of negotiation? And I think there is a very, very fundamental question there. Which is, how realistic is it to get enormously significant changes in China’s way of doing business through any tool of economic leverage? China is a very big country. China managed the 15 percent increase in U.S. tariffs relatively well. China is exporting more, in aggregate—not more to the U.S., but more in aggregate—about a trillion dollars more, so a lot more in aggregate, now than it was five years ago. So there's no real evidence that, in the face of tariff threats, China is going to change the way it does business. In some sense, Xi has doubled down on China's model. And he's very committed to a model of state-led industrial and technological catch up. And so to me, it's a little hard to see where the realm of negotiation is. Xi wants to make his own semiconductors. He wants to make his own aircraft. He wants to be technologically independent. He wants Chinese electric vehicles to be the global standard. He wants Chinese electric vehicle production to meet global demand. So I'm not sure that there's—at this point, there's a realistic deal. So at least in my view, this is what I would have advised a President Harris and what I would advise a President Trump if he were to ask, is that you really need to set the tariffs on China in a way that reflects what you—what the kind of trade you want to do with China should look like. So it’s less about changing China, and more about insulating your economy from certain Chinese industrial policies that would otherwise cause you difficulties. So you want to protect electric vehicle production in the U.S. from China, because China has built up, through state support, through initially a very protected market, a big lead in electric vehicles. And you don’t want that to wipe out your own electric vehicle industry. You don’t want Tesla to meet U.S. demand just from Shanghai. So you would want to think about how you structure trade to achieve your goal, which is an electric vehicle industry in the U.S. You would want to structure trade in such a way that you don't have excessive dependence on China for certain critical materials. But you might be more open to continuing trade in toys, apparel, and bicycles. And China might remain open to trade in agriculture. So the way I would think of it is less we're going to be able to change China because I don't think you can China, and more how you want—how you want to trade with an unchanged China that is pursuing some pretty aggressive industrial policies. That's my view. I mean, it's obviously a huge source of contention and debate. FASKIANOS: I’ll take the next written question from Drew Combs, who is the executive director of the North Dakota Trade Office: If you could—I’m trying to get back to it—explain or elaborate on how the USMCA will come into play or change under President-elect Trump. SETSER: Well, that’s a very interesting question. The USMCA is already in force. It is an agreement that President Trump signed. It was negotiated by Bob Lighthizer when he was President Trump’s trade representative. And it establishes generally tariff-free trade among the countries of North America. And companies have invested and set up supply chains based on that assumption. That includes setting up auto supply chains that cross the border. Often, you know, a part will be made first stage in Mexico, second stage in the United States, third stage in Mexico, put it into an engine in the United States, and then put into a light truck in Mexico. So things cross the border lots of times. So that is, in a sense, the law of the land. If you want to change that, you either have to renegotiate USMCA—and there is a process inside the agreement that sets up a review and a renegotiation for next year. But you could pull that forward. And so in that context, you could propose changes to the USMCA agreement. One which I alluded to earlier is because it’s a free trade agreement, it’s not a customs union, the members of USMCA, Mexico, Canada, and the U.S., have different tariffs on the same good towards third parties. So Mexico has a much lower tariff on Chinese-made cars than either the U.S. or Canada. And so, hence, Mexico imports a lot more Chinese-made cars. So you might ask Mexico, in the context of a renegotiation, to adjust its tariff towards Chinese-made cars to reflect the higher tariffs now in place in the U.S. and in Canada. I’m sure Mexico would have some ask of the U.S. as well. One of the features of USMCA, unlike other free trade agreements, is that there is a—for the auto sector, there's a high wage content requirement, in addition to North American content requirement. So in order to qualify for zero tariff auto trade, as opposed to the 2 ½ percent tariff on a normal car and the 25 percent, which is much more significant, the tariff on a light truck, the car has to, or light truck, has to have a defined amount of North American content. And in addition to having a defined amount of North American content, it has to have a defined amount of content made by workers who have a wage above a certain level. I don't have it memorized. And that was more or less meant to be a—has to have a certain amount of U.S. and Canadian content, or—and this is what the Mexicans insisted on—we want to eventually have wages like the U.S. and Canada. So if wages in Mexico are high enough, we want to qualify for that high wage content component. I think one of the big issues going forward is going to be that the 25—the 2 ½ percent tariff isn't that high. And so some companies may not be interested in meeting these requirements just to get rid of that 2 ½ percent tariff. They may want to make in Mexico cars with a lot more Chinese content. And they can do so. I mean, it's a tariff on a car. If you can bring in the parts and you pay the 2 ½ percent tariff, it's fine. There's no further requirements. You're not required to meet the USMCA content requirement unless you want to get rid of that 2 ½ percent tariff. So I think there's going to be a set of issues that will be very legitimately part of the negotiation. On top of that, President Trump has made a series of threats that go outside the four corners of USMCA. There is nothing in USMCA that says that it is appropriate for the U.S. to threaten 25 percent tariffs on Mexico if Mexico doesn’t do a better job of controlling the border and helping stop immigration into the U.S., or helping stop fentanyl into the U.S. Nor actually is there any obvious component of U.S. trade law that would allow that. You would probably have to do that under the sanctions authority or IEEPA, if you can do it at all. And so that’s a threat that is outside the scope of a normal trade agreement. And that’s where I think, if President Trump goes forward with some of those kinds of threats, which are on top of and outside of USMCA, you’re effectively tearing USMCA up. And so I think that’s when it becomes a bit delicate and potentially risky. FASKIANOS: Thanks. I’m going to go next to Lanette Frazier from Arkansas. If you can state your affiliation, that’d be great. Q: Can you hear me? FASKIANOS: We can. Q: OK. Thank you so much. First of all, I want to say thank you Mr.—I’m Lanette Frazier. I’m a city councilmember here in Pine Bluff, Arkansas. And this is my first term. And so, Mr. Brad, thank you for breaking down the three ways that tariffs are used. That helped me a lot. My question might be simple to a lot, but I—since I'm on a local level. With the tariffs that President-elect Trump is suggesting or threatening he might do, how will those—how will the tariffs impact small and mid-size enterprises differently than large corporations? Because mostly here we have small or mid-size. We have few large corporations. And are there any tools or resources that are available to help businesses to navigate any changes that might come down the line? SETSER: You know, I think you should contact your local congressman or -woman for any tools or resources. That's not really my specialty. I think we can think of a lot of different ways different kinds of small businesses can be impacted. Some small businesses rely on imports for the goods that they sell, some retail businesses. And so then it really depends on are you relying on an imported good from China or not. Are there going to be tariffs on Mexico or not? Is it going to be a 10 percent across-the-board tariff—which, you know, may not be great, but you can probably afford, whereas a 60 percent tariff on a bestselling item from China may really put you at a disadvantage? So that would be the most obvious effect. Some small businesses may be exporters and may face some of the impacts of retaliation. We don't think of small farmers as small businesses, but you can think of farmers as independent businesses that produce a commodity. And that commodity, if it's hit by a tariff, they may lose some markets. The price of their goods may go down. And that can impact the local economy. And so for some places like Arkansas or Kansas, where I'm from, that effect can be significant. And then, even if you're not directly affected, if there's, say, a 10 percent tariff on everything, and the price of every imported good—so, all the stuff you buy at Walmart goes up by 10 percent, people are going to be spending more on some of those goods. You know, people are still going to buy toys, and, I don’t know, plastic hoses, because you want to spray people in the summer because that’s a nice thing to do. And therefore, you’re going to have less money in your pocket and less money to spend in small businesses that don’t actually use imports and that don’t rely on exports. I think in general, small businesses tend to be more one step removed. You know, unless you’re importing goods for sale you may not be directly affected. But there’s going to be a lot of, I would think, indirect effects. And then if a small business is a supplier to a big business, well, some will benefit, possibly, because they can take business away from an importer. But others may be hurt. If you’re supplying an exporter that’s hit by retaliation, you know you’re going to see trouble. So I think it’s hard to generalize about the impact on small business. And a lot of the impacts will be the impacts that are felt by the entire economy, not just by—directly by a small business. Q: Thanks so much. FASKIANOS: Thank you. I’m going to a written question from David Briel, who’s Pennsylvania deputy secretary of international business development: How would you advise we, from the state government, assist companies who present clear evidence of damage the specific tariff creates, and one that impedes company expansion and increased employment here in Pennsylvania to get tariff exclusions from the USTR? SETSER: Well—the first question is whether there are going to be tariff exclusions, to be honest. There may be, there may not be. Tariff exclusions are not a requirement. There have been exclusion processes in the past, but they are—there is no guarantee that there'll be a new exclusion process. And certainly, if you're going to do a 10 percent across-the-board tariff as a tool for raising revenue, you actually can't grant very many exclusions. Maybe you can do an exclusion for imports of petroleum and crude oil, but you really can't do anything else because every exclusion grows over time. You know, we don't give too many exclusions to people who pay income tax because if you give too many exclusions on people who pay income tax you won't have any income tax revenue. So if you're going to use this as a pay-for, as a source of revenue, I wouldn't expect there to be very many exclusions. You would want the people to just cough up the money because the goal is to raise revenue. If you want to get a fundamental change in the U.S. relationship with China, you might be willing to offer exclusions for a limited period of time, which is what Lighthizer did. But you would want people to have, at the end of that period of time, a plan whereby they will not be reliant on China. You want them to use this period of reprieve to adjust and find alternative suppliers. So one of the criteria in the initial round of exclusions was a plan. You needed to show that it was going to be painful in the short run to not get access to an input from China, but that you have a plan in the long run where you were going to find alternative suppliers. And Lighthizer's general view was that you know, those exclusions shouldn't be renewed. They were given to you to allow you to find—have time to find alternatives. So that'd be one approach. And, you know, your best strategy for getting to an exclusion was to show, on one level, pain and, on another level, a plan. And I think that in general is the standard advice. But the key on all this is actually whether there's an exclusion process, what are the legal criteria that are laid out for the exclusion. USTR, if they are running the exclusion, or Commerce, if it's a Commerce authority, have to be sensitive to charges of favoritism. And so there has to be some kind of criteria and process for evaluating which exclusions are granted and which ones are denied. So looking at those criteria, and then to the extent the criteria are established, fitting the—you know, the basics, fitting the argument to the criteria that have been set out in the most compelling way, is how you get an exclusion. But I am not at all convinced there's going to be that many exclusions from some of these tariffs. FASKIANOS: Thank you. I’m going to go next to Chris Himes, who has his hand up, from the township manager of New Garden Township in Pennsylvania. Q: Representing a flood of Pennsylvanian-type questions here. But I represent a township. It serves as one of the largest epicenters of mushroom production in the United States coming from Pennsylvania. So with that, obviously, a tariff type policy where it’s—no doubt, it’s inordinately skewed to coming from China. It’s, like, over 90 percent. So with that, it would be very interesting when there’s such, like, a strong production coming from one entity to the other how tariffs would influence that. It’s funny too, because Canada is actually up in the top five as well, which doesn’t really help out. But then if you take that decision from a policy, and you were to combine that with a mass deportation type of policy, which would impact a lot of the mushroom production capabilities, I would just be very curious about how they would exist in concert with each other. SETSER: I guess all I’ll say is that I’m very curious as well. I mean, you have offsetting shocks. So the protection, the higher tariffs on Chinese mushrooms, should be an incentive for more domestic production of mushrooms. But I guess mushrooms are pretty labor intensive, and so therefore a reduction in the supply of low-wage labor in the U.S. would work against you. It’s an empirical question, as far as I’m concerned, and I don’t know the answer. FASKIANOS: I’m going to try to do a roundup of three questions that are focused on the impact of President Trump-elect’s plan on specific industries: Steven Foutes from Missouri about the impact on travel, tourism; Mayor Maldonado from Nogales, Arizona about why we would—there would be tariffs on Mexico on fresh produce, fruits and vegetables; and John Boyd about the ban on crude oil from Russia. And I think he’s coming in from Washington city—Kent, Washington city. So, can you just talk about those specific industries? SETSER: Well, crude from Russia is sort of a separate case because that is less of a trade policy and more of a sanction or a punitive policy. We didn't—you know, there's not enormous amounts of crude that never came from Russia. I think we got some fuel oil for a while, but crude is a relatively fungible commodity. You know, yes, there are refiners that are optimized around certain grades, and it can be complicated and difficult to make adjustments, but at the end of the day oil is oil, and you can generally find alternative sources of supply. So I think my sense is that we've adapted relatively well to the tariffs. And I think there may be a blocking sanction as well, a block, on payments for Russian crude. And that, to me, is just—you know, it's a byproduct of a decision that we wanted to put pressure on Russia. And it's a relatively low-cost way for the U.S. to put a bit of pressure on Russia because there are alternative sources of supply for crude. The big issue around Russia, of course, is that while we have limited our imports of Russian crude, and we've tried to make it hard for tankers to ship Russian crude unless Russian crude is sold at a discount, most Russian crude goes to China and to India, and they have a different view. So the issue around Russia is really how to—or, whether to, and then how, to further reduce Russia's overall oil revenues as a source of pressure to get them into a settlement. And then, I guess, if you ask if there's a settlement would that change? I think with President Trump one never knows. But personally, I think it's pretty unlikely, just because I don't think Russia thinks of the U.S. as a critical long-run market for its crude, given our own strong domestic oil industry. So, travel is probably not going to be directly affected. Travel will probably be indirectly affected, because tariffs tend to lead to changes in exchange rates. So, when you put a tariff on, say, China, China tends to let its currency depreciate. If you put a tariff on Europe, it hurts Europe's economy. The European Central Bank would likely lower interest rates and the euro would go down. And so, when the euro goes down more Americans go to Europe for vacation and fewer Europeans come to the U.S. for a vacation. So, travel may not be directly impacted by any of these tariff threats. Again, if you do stuff that is more around the nature of tightening the border, making the border tougher, making it harder to get into the U.S., that does have an impact. I don't think of that as trade policy. I think of that as a border enforcement policy. That certainly has an impact. I mean, I don't know. I've been traveling back and forth a little with Europe and, like, the European passport control, where you just show up and they take your photo automatically, and you get in and out in five minutes, it's a noticeable difference between getting into the U.S. when you have to go through the Newark or Dulles Airport lines, which can take you an hour. I mean, it is an impediment to coming to the U.S., I think. But the biggest effect, classic effect, would be through the exchange rate and how the exchange rate changes incentives for tourism. Food, produce, fruit, you know, the avocado question. Do we really want to pay more for avocados from Mexico? Personally, I don’t. So I’d be very happy if there were an exclusion for avocados and other fresh produce from Mexico. There are some categories of fresh produce from Mexico which competes with California and Florida production. So then it becomes a choice, a very direct choice, between consumers who benefit from more choice and lower price from having access to Mexican produce and domestic producers who tend to be a little higher cost who run the risk of losing out if there aren’t some frictions, tariffs, limits on Mexican exports to the U.S. I think it is a—becomes an interesting question if we’re doing something that’s fairly across the board. Do you have exclusions for—I don’t think you can have many—in an across-the-board, 10 percent tariff, I don’t think you can have many exclusions for a country, because if you do an exclusion for autos from Mexico, everyone will want to make their autos for the U.S. in Mexico. It becomes an ever-growing workaround for the tariffs. But I do think you can grant exclusions for well-defined products. So crude oil for Canada and for Mexico, since we can bring it in and refine it. Conceivably, some specialized, you know, avocados or something else, where—coffee, you could imagine that being subject to an exclusion. But these are choices that become important when you’re doing something that is an across-the-board tariff. Remember, if the across-the-board tariff’s goal is to raise revenue, you want to have the biggest possible base of revenue. And that means raising the price of things we import, even if there aren’t alternative sources. It’s just a way of—you know, it’s like a sales tax. And, you know, on a sales tax, you generally—you want to apply it pretty broadly. FASKIANOS: All right. I’m going to defy Council rules and go over just with this final question, which I think is the perfect one to end on, from Joan Lee, from the Louisiana mayor’s office. I think I got that right: How important do you think will subnational diplomacy be? Or will it play any role in leveraging against the effects of tariffs or some of the consequential economic actions by this incoming administration? And my apologies, it’s the office of the Los Angeles Mayor. So my apologies on that. So this is the final question, Brad. A big one. SETSER: Yeah. Look, I don't know. Why don't I know? President-elect Trump won a mandate. He won a mandate. He campaigned very clearly on tariffs. No one can say that they will be surprised by Trump's tariffs. We saw tariffs under his first administration. He says, I think tariffs are the most beautiful word in the English language, that they need a public relations agency. And he tends to suggest tariffs in contexts where no one had thought of using tariffs before, the whole 51st state with Canada thing and Canadian immigration, or tariffs on Brazil because Brazil hasn’t shot down these ideas for a BRICS currency, which are going nowhere. But that was sort of—that’s not a normal use of tariffs. He really does seem personally to believe in tariffs. And since the president has been delegated a certain amount of authority by Congress, that authority—you know, whether it’s the 232 authority to impose tariffs if that product is a national security threat, the Section 301 authority to impose tariffs after an investigation if a country is imposing—has unfair policies towards the U.S., unfair, burdensome policies towards U.S. commerce. So it’s an economic authority. Potentially the authority under the International Emergency Economic Powers Act, which is the sanctions authority, if there’s a national security threat. Defined a little differently than the Section 232 national security authority, to put on sanctions. And those sanctions could potentially be structured as tariffs. There’s authority in the event of a balance of payments emergency to put it on, for 150 days, an across-the-board, 15 percent tariff. These are authorities that are vested in the president. They've already—authority that's already been granted by Congress to the presidency. So in the first instance, neither Congress nor subnational governments have any control, other than lobbying, and pressuring public. It is the authority the president has. And it's up to the president to decide how to use it. Over time, if a president overuses this delegated authority, Congress—not necessarily subnational governments—can pull that back. And so I think a lot of the impact that subnational governments will have will come if there is some kind of consensus that President Trump has overused the delegation of authority, the tariffing authority, that rests with the president. And then I think sub-nationals, through representatives, senators, so forth and so on—because the legal authority to impose tariffs resides not at the state level. It resides at the federal level. And it is an authority of the Congress. And so the president only has this authority because Congress has, under existing law, delegated some of its intrinsic power to the presidency. So I don't know that there's a direct role for subnational governments. I think there's a big indirect role because I think elected representatives like talking to other elected representatives. And those who represent California, Louisiana, or Pennsylvania in Congress will take cues from what they hear from their constituents. But right now, for the first year, at least my judgment is, it’s going to be very much a game driven by how far President Trump wants to take and use the various authorities that have, over time, already been granted to the president. And then I think the second act will be if he overdoes that, how much Congress and the public want to pull back some of that authority. That's my guess. FASKIANOS: Brad Setser, thank you very much for your analysis today. We really appreciate it. And to all of you for your questions and comments. I’m sorry we could not get to them, but we will obviously be following this closely. I think this is at the top of the agenda. You can sign up for Brad’s blog, Follow the Money. And I also encourage you to sign up for our RealEcon newsletter. This is the CFR initiative reimagining American economic leadership that’s headed up by Matt Goodman. So, we are—we are doing a lot of work in this area, and would love to have your input. As always, we invite you to visit CFR.org, ForeignAffairs.com, and ThinkGlobalHealth.org for the latest developments and analysis on international trends and how they’re affecting the U.S. You can email us suggestions for future webinars. You can email us at [email protected]. We look forward to your feedback and to your continued participation. Thank you for all you’re doing in your communities. And we wish you a happy holiday. And we will reconvene in 2025. So, thank you all. Thanks, Brad. SETSER: Sure. END

United States

Secretary Antony J. Blinken discusses the administration’s foreign policy and diplomacy, including his focus on rebuilding alliances and partnerships abroad to respond to shared challenges. Please note there is no Zoom component to the meeting. However, this event will be livestreamed through CFR.org. Please note the audio, video, and transcript of this meeting will be posted on the CFR website.  

Media

Elise Labott, the 2024-25 Edward R. Murrow press fellow at CFR, discusses the shift away from traditional news sources to social media and the implications of segmenting audiences through outlets such as Bluesky and X on local communities. Bobby Allyn, technology correspondent at NPR, speaks about his experience covering Silicon Valley companies and the ways they are transforming society. The host of the webinar is Carla Anne Robbins, senior fellow at CFR and former deputy editorial page editor at the New York Times.  TRANSCRIPT FASKIANOS: Welcome to the Council on Foreign Relations Local Journalists Webinar. I’m Irina Faskianos, vice president for the National Program and Outreach here at CFR. CFR is an independent and nonpartisan membership organization, think tank, and publisher focused on U.S. foreign policy. CFR is also the publisher of Foreign Affairs magazine. As always, CFR takes no institutional positions on matters of policy. This webinar is part of CFR’s Local Journalists Initiative, created to help you draw connections between the local issues you cover and national and international dynamics. Our programming puts you in touch with CFR resources and expertise on international issues and provides a forum for sharing best practices. We’re delighted to have participants from forty-two states and U.S. territories with us today so thank you for taking the time to be with us, especially as I know you’re probably under a deadline. I want to remind everyone that this webinar is on the record, and the video and transcript will be posted on our website after the fact at CFR.org/localjournalists. We are pleased to have Elise Labott, Bobby Allyn, and host Carla Anne Robbins with us. Elise Labott is a 2024-25 Edward R. Murrow press fellow at CFR and a leading journalist specializing in U.S. foreign policy and global affairs. She has reported from more than eighty countries and is a former CNN global affairs correspondent. She’s also the author of Cosmopolitics, a Substack publication focusing on U.S. policy and international relations; and the founder and editor in chief of Zivvy News, a nonprofit digital platform that engages youth on political and global issues, civic engagement, and media literacy. Bobby Allyn is a technology correspondent at NPR. He reports on big tech, startups, social media, artificial intelligence, Silicon Valley, and other tech-related topics. He was previously a staff writer at National Public Radio, the Oregonian, and the Tennessean. And Carla Anne Robbins, our host, she is senior fellow at CFR and co-host of the CFR podcast “The World Next Week.” She also serves as faculty director of the master of international affairs program and clinical professor of national security studies at Baruch College’s Marxe School of Public and International Affairs, and previously she was deputy editorial page editor at the New York Times and chief diplomatic correspondent at the Wall Street Journal. So welcome, all. Thank you for being with us. I am going to turn the conversation now to Carla to explore new frontiers of local news. So, Carla, over to you. ROBBINS: Thank you so much, and thanks, Elise, it’s great to see you. And, Bobby, it’s lovely to meet you. I listen to you, so glad to meet you. ALLYN: Oh. Good to meet you. Thanks for having me. LABOTT: Same here. Same here. Nice to be with you and all of you. ROBBINS: My first job, I was a researcher at NPR, so. ALLYN: Oh, really? Oh, wow. ROBBINS: Yeah. So—I was Deb Amos’ researcher, just— ALLYN: That’s amazing. That’s back when we had researchers. So, wow. (Laughter.) ROBBINS: Actually, I’ve hung out with Deb many times since then but she’s never—I’m always very deferential to her. OK. So I thought we would start out with some very interesting data about social media news from Pew, one of my favorite go-to places for data. So they do regular research on—ask people about their news consumption habits so they asked people how—what are their preferred sources for news in 2024 and they said about a quarter of U.S. adults—23 percent—said they prefer news websites or apps as their sources of news. Eighteen percent said they prefer social media. But the trajectory is always very important. Polls are snapshots, and that’s up 6 percentage points since 2023. So if we’re going to start being calm about the notion that news websites are leading they’re not leading for long. Twelve percent preferred search. Five percent preferred podcasts. When they asked people where they got local news they found that they often or sometimes—70 percent of them said they got it from friends, family, and neighbors, 66 percent said they got it from local news outlets, and 54 percent said they got it often or sometimes from social media. Age, of course, predictably, had a huge impact on how people answered the question. Seventy-one percent of U.S. adults age eighteen to twenty-nine get their news about local government and politics from social media, compared with 36 percent of those sixty-five and older. And, finally, I thought this was really interesting about which platforms are most popular for sources for news. Facebook and YouTube—about a third of Americans say they regularly get their news from there. Instagram, 20 percent. TikTok, 17 percent. X, the site formerly known as Twitter, 12 percent. Reddit, 8 percent. Something called Nextdoor, which I’ve never even heard of, which is 5 percent. Snapchat, 5 percent. And once again, demographics, political affinity, and the trajectory are all incredibly important here because people who said that they went to these sites regularly and which sites they relied on more or less for news 59 percent of people who say they use X say they get their news there. Fifty-seven percent of users who go to Truth Social say they get their news there. Fifty-two percent of TikTok users say they get news there, and that’s up from 43 percent just in 2023 and 22 percent in 2020. So increasingly people are turning to TikTok for news. I don’t know if you find that comforting or not. I don’t find it especially comforting. So given all of those stats my first question, which I’m going to pitch to both of you, is why do these stats matter for us as, shall I say, legacy media people other than depressing us about the future of our business? You know, how does social media fit into the professional lives of those who do this? You know, is it because we should be covering this because everybody else is getting their information there? Should we be using social media to leverage to get our own work out? Should we be emulating it in some way? You know, why—we know they’re eating our lunch but why should we be paying attention to it? So with that, I think I’ll throw it to Bobby first. ALLYN: Yeah. I had a NPR editor who liked to say, we’re not only competing with commercial news on the radio but we’re competing with Taylor Swift too, right? It’s this idea that it’s the attention economy. If not consuming one of our stories whether on air or on the website you’re going to be doing something else. And I just think there’s this big credibility gap, right? I think increasingly young people find the most authentic way to consume news is through a content creator they already have a relationship with and trust over a legacy media organization, most of which are full of reporters who have been professionally trained to not put their personality first. And I think—I mean, I started my career—my first ten years of my career, you know, I was working for local newspapers and local radio stations, and I think there is a real opportunity to after you file your story go to TikTok and do some version of it. Hit Bluesky and X and Mastodon and all the other social media sites you could think of to do other versions of it. Now, that’s—you can see that’s sort of, like, unpaid additional labor and that’s really not fair. But, increasingly, if you do not do that somebody else will. I mean, I file stories all the time and then go on TikTok and see a twenty-two-year-old in Denver doing a video on it that went viral and it’s better than I could have done and it maybe reached a bigger audience than I would have done. And there’s no reference to my reporting and that’s fine, but the point being if we’re not doing it somebody else will and often when there’s a content creator doing a video aggregation of a story for TikTok the details are wrong or there’s causation explained where the causation didn’t exist, and it just really pollutes the news ecosystem. So especially with TikTok I really, really have been pushing my colleagues to just go and do a direct to camera two-minute explanation of breaking news when you have it because you just never know it might go viral, and if you don’t do it somebody else will. ROBBINS: So mainly what you’re saying is if you don’t do it someone else will so if we do it we at least get it right. ALLYN: Yeah. ROBBINS: But it’s also cannibalizing our work. But maybe our work has already been cannibalized. ALLYN: Yes and no. I mean, I don’t—there’s so many incentives on platform, on TikTok, so that people do not leave the platform. I don’t know that most people who are watching a TikTok of my explanation of some story would have ever gone to NPR.org or turned on the radio. Our own internal surveys have found that there’s a huge distinction between our broadcast audience and our digital audience and I’d be willing to say that that’s also true on people who primarily get their news from TikTok, and it’s really difficult on TikTok to link out to a story. So it’s just, like—I don’t know. I mean, I just think we have to be putting ourselves out there. We have to be hitting as many platforms as we can. But, again, it’s really, really dicey because the ones who are the most popular tend to have the biggest opinions and the biggest personalities and sometimes that can chafe against the standards and the practices at legacy media institutions that really want you to surface the reporting before you surface your personality, right? So I think that’s caused some internal strife at a number of news organizations. ROBBINS: I want to come back to that, but I want to go over to Elise because I want to talk about the different personalities of the different websites in a minute if we’re going to do this. But, Elise, why should we care about this? LABOTT: Well, I think, you know, Bobby hit the nail on the head in a lot of ways but I think one of the big elephants in the room—there are two elephants in the room. Actually, one of them is, you know—let’s just say Bobby works for NPR. NPR is no longer just radio. You know, it’s a twenty-four-hour digital organization, multiplatform, and I think journalists really need to think of themselves as if you’re with a newspaper, if you’re with the local TV station, you can’t think of yourselves as just that. We are all multimedia journalists now and these are the places where, you know, we’re getting our audience. And it doesn’t matter if you’re listening to the story on the radio or whether you’re, you know, as Bobby said, doing a thing on TikTok. Your audience is where you find them and sometimes we have to go where—we have to meet the audience where they are and if they’re not listening to the radio, you know, as Bobby said, maybe we can go on TikTok and get them to listen to the NPR or, you know, I really like this guy—and that goes back into the whole idea is that, you know, especially young people where I’m really focused now through Zivvy News and also through my—some research I’m doing at the Council young people are turning away from legacy media in droves because they don’t feel, like, a connection to the—these news organizations. They don’t feel that there’s enough authenticity. And so I think this is a real way to get new audiences to meet them on TikTok, trying—you know, they’re looking for personalities. They’re looking for—you know, I like to say, you know, news—they call them news influencers now. We called them newsmakers back when. Influencers aren’t—nowadays they aren’t just, like, booty dancers, you know, doing that TikTok latest craze; they’re people on TikTok that are delivering the news. Some of them are journalists and some of them aren’t. And as you said, people have the greatest—you know, some of the people that have the greatest followers have the greatest opinions. That’s true in some ways but there are others that are just, you know, going on, being their authentic self, deliver the news and particularly young people are really identifying with that. And so if we can go on and we can give—as you said, we know we’re going to do it I’d like to say with legacy media ethics and standard but animated by, you know, what’s new and what’s next. So I think it is a real opportunity to gain new followers and also meet potential followers where they are and also show a little bit more of your personality because nowadays that’s what audiences are looking for. ALLYN: And I’ll just add to that, Elise. I think you made a lot of really good points. If you’re wondering how creators on TikTok may be explaining their stories, one very common way of doing it is talking in front of the green screen feature and they put up on the green screen the article and TikTok— LABOTT: Right. ALLYN: AI can actually read the byline. So you can go onto TikTok and just type your name in and you can see how people are explaining your story. I mean, I did that. At first I was, like, oh my God. Like, there’s really, really talented people. I mean, they are—some people—some of the TikTokers are incredible entertainers, incredible performers. They don’t always get the facts right but there’s something that we can learn from them. I really think there is. ROBBINS: When we talk about what makes them good performers and whether or not that fits within—and I’m not—I mean, Elise has known me a long time. I’m not stuffy despite the place that I work. I will tell you that when I was—I was at the edit page of the Times and Twitter was really taking off I would say to people, you can’t get ahead of the edit page on Twitter. You can’t stake out an editorial position that isn’t the editorial position of the Times. I don’t think that was unreasonable of me. A lot of people hated me but that’s another story for another day. We can talk to my shrink about it. But journalism, obviously, has changed an enormous amount. There are people who complain that journalism is too editorial. Usually it’s if they don’t agree with you. OK. LABOTT: Right. Right. ROBBINS: The people on the left don’t like right opinions. People on the right don’t like left opinions. How do we—what makes the people who are performing your articles, Bobby, or performing your articles, Elise—what makes them compelling, authentic, without—you know, that you could possibly do that would still be within the standards of journalism and that would be not playing into this notion that somehow you were overly politicizing your work? LABOTT: OK. I’m going to give everybody a cautionary tale on this because it is a delicate balance. Some people on this—Carla may remember and maybe Irina does—but years ago in 2015— ROBBINS: (Laughs.) I don’t like the Carla will remember years ago conjunction. LABOTT: Well, you’ll remember—well, only because we are friends. We’ve been longtime friends so you’ll probably remember. (Laughter.) It has a lot of mythic proportions in my head, maybe not in others. I was suspended from CNN for two weeks because I tweeted something that was deemed to be editorializing. And what did I tweet? I tweeted—you know, Bobby’s shaking his head. He may remember too. It was—it was about the Muslim ban or the Syrian ban of all refugees. And I said something like—you know, this was when Twitter was just coming up and just kind of gaining traction, and they were looking for us to be a little voicier—a little bit voicier. And I said someone like, oh, I thought it was un-American. It wasn’t—it wasn’t partisan, but it was a(n) editorial position. This is un-American. The Statue of Liberty is bowing her head in shame, I think I said. Now, at the time it was a little bit provocative but it wasn’t what we’re hearing on TV today or what we’re seeing on Twitter today, and someone from the Washington Post wrote this article on how dare she, she’s editorializing, and this was, like, a cautionary tale of what not to do. And, you know, I felt at the time, like, when everything happened if I’m going to die defending defenseless serious refugees—defenseless Syrian refugees. That may be a good hill to die on but it was editorializing and I learned my lesson, and I used it as an opportunity to never do that again. (Laughter.) Whereas we saw how journalism, especially in the Trump era and with this polarization we have—any journalist can talk about whatever they want. They say whatever they want. There were no guardrails and I really think the public is responding to that—that if you’re going to go to mainstream media you’re not looking for an editorial and you’re—except if you’re looking on the editorial page. And I don’t want to hear an anchor say they’re outraged or I don’t want to hear their anchor say, I’m embarrassed to be an American. They want—they think that the bias is there and so if the bias is there why can’t I listen to the bias from someone who follows my bias? And I like that. ROBBINS: But then how do you square the circle with going back to being authentic and entertaining and getting—pay attention to you? LABOTT: Look—I mean, we’re doing it—we’re doing it right now, right? I mean, when I would go on TV and—you know, we like to say, oh, I’m not a performer but, you know, we’re performing. We’re giving our personality. You can show personality and you can show a little nod or a wink or a, you know, inflection without saying, you know, I feel this way about this person or I feel this way about this story. Look, we’re all making editorial kind of choices based on how we write and how we tell a story so that—we’re already kind of indicating, and we don’t like to admit it, Carla, but the way we tell a story is indicating our bias. We all have biases. The thing is to not, like, beat someone else over the head with it and, unfortunately, what we’re finding on, you know, a lot of these sites is that there is—it’s a free for all in terms of, like, that’s what it is. It’s people giving their opinion and if they don’t like your opinion then they don’t want to hear from you. But there is a way of, I think, showing your personality and showing, like, how unreal this story is or this is crazy or, you know, kind of using emotion and using inflection without taking a side on the story. And I think that’s the delicate balance we all, everyone on this call, is trying to feel right now, and you can’t control what someone else is going to do about your story but you can control how you do it. ALLYN: Yeah. ROBBINS: Bobby, we’ve got a question from Leoneda Inge but—who, which fits in with what I wanted you to answer as well which is what did you learn from watching the person reading it that you should be doing differently and what Leoneda is asking is, I figured out years ago if I produce a story I want it delivered at least three different ways—what ways do you recommend under deadline. So I’m going to kluge onto that my question which is if you’re going to do it three different ways you’re going to—obviously, you’re going to have to package it in three different ways, depending on the medium, and it’s—I would suspect all those three different ways are not going to be the NPR way. So— ALLYN: Yeah. I mean, especially for, you know, YouTube shorts, Instagram reels, TikTok audience it’s not going to be an NPR script where there’s, you know, a twenty-five-second host intro, a question that maybe confuses half the people, and then a very formal answer. Here’s—(laughter)—here’s what’s in it. You saw that thing on the news. ROBBINS: (Inaudible)—public—(audio break). FASKIANOS: We’re trying to get Bobby back on and I’m going to turn it back—oh, here he comes. OK. So, Carla, over to you and we’re going to send out a note to our participants that we’re back on. So why don’t we continue and we’ll get everybody back on? ROBBINS: That’s great. Thank you. Bobby, you were saying? The question, of course, was multiple platforms. The question different platforms, different, you know, norms—esthetic norms for them. How do you do that and how do you still sort of maintain your standards? ALLYN: Yeah. I was just saying it wouldn’t really land if you did a standard NPR two-way, a Q&A for, you know, TikTok or Instagram reels or YouTube shorts audience because they want you to cut to the chase faster and, honestly, NPR should probably do that more often as well. (Laughter.) A lot of, you know, vertical video news videos that you’re seeing on social media it’s people very immediately just saying, you saw this thing in the news. Here’s what’s up. Here’s what it means. Here’s what I have to say. Honestly, often the writing is really sharp, it’s really compelling, and the editing is really fast, and I think everyone in broadcast news has something to learn from content creators on platforms like TikTok. And, again, when it comes to breaking news this does get a little hairy because as any reporter knows when a story is breaking and unfolding there’s a lot of key questions and areas that remain unknown, and when a sort of younger, you know, social media audience will see legacy journalists saying, we know A and B but we don’t yet know C, because of the environment that we’re all in some people automatically assume that the news is hiding something, right—that there’s a conspiracy, that there’s something happening from like, say, the masthead on down that wants a piece of information to be silenced. We all know that is not true but there are many people on social media saying that and they often have very loud megaphones and you’re up against that. So sometimes the question that I’m often asking is do I entertain that to disabuse people of that theory or is that giving it more oxygen. LABOTT: Yeah. I— ALLYN: And reasonable minds can differ on that, right? LABOTT: Yeah. I mean, I have been struggling that with myself and I say am I giving it currency, am I—by even, like, addressing some of the most ridiculous things, like—let’s go back to, like, the Pizzagate or, you know, what are those things where it’s just so utterly ridiculous and people are talking about it do I even start talking about it and say, oh, I—you know, and I find now CNN is or, you know, my former employer or others are engaging in mainstream media, like, they feel that they have to engage to be able to compete with some of the, you know, chatter on social media. Are you covering the fact that there’s a phenomenon on social media or are you actually, you know, engaging and reporting out a story that we know is not true, and I do feel like sometimes giving things currency and, like, even having to say, like, I spoke to my sources and they say that’s not true gives currency to things that, you know, maybe we do have a—if we have a responsibility to kind of, you know, be the adults in the room in terms of some of the journalism that’s going on I think that’s a good way to start is not to go down the rabbit holes of some of the conspiracy theories that are, you know, having oxygen. But, I mean, a recent one that we faced was remember with the dogs and the cats and they’re eating the dogs and they’re eating the cats, and that became such a thing that that became a news story in and of itself and I just—like, I had to disengage for a few days because I was really disturbed by this that it became, like—you know, we’ve talked about this before, I think, amongst all of us but in this age of, you know, where truth is even being questioned we’re having to engage in talking about nontruths. So it’s not just about content, which I do agree with Bobby, like, there needs to be different kinds of content for different types of platforms. You can also play with, you know, kind of graphics and Canva is a great way to, you know, inject some, you know, color and things into some of your content. You know, we could be a little bit more creative with the visuals, I think, on some of these social media platforms that we can’t do on others. But in terms of the stories that we select I think we still need to be, you know, what people look for. Then we’re just, you know, kind of what makes us different than some of these other creators that are out there if we’re not kind of animating our presence on social media with those legacy media ethics and standards. ROBBINS: Well, I want to have other people ask questions of the group. So, please, either put questions in the Q&A or raise your hands so we can have you guys join as well as talking about your experiences with this because I’m sure you guys have questions as well and answers as well to share with us. And while you do that and formulate your questions Andrew Bowen, who’s the Metro reporter at KPBS-FM in San Diego, you had a question which got wiped out when we disappeared. So can you voice your question? Because, I’m sorry, it got wiped out when we—when the gremlins took us away. Unless Andrew had to go back to work. While we wait for Andrew— Q: Yeah. Hi. Can you hear me? ROBBINS: OK, great. Yes, absolutely. Q: Yeah. I’m wondering what the—whether there’s any reason why someone—you know, a public media journalist making a video on TikTok shouldn’t include a call to donate in every single video. Because we already do this on the radio, we do it on TV, and if the news consumer is finding their way to donate to nonprofit media via TikTok instead of FM radio or linear television then what’s the difference? ALLYN: Yeah. That’s— LABOTT: Bobby, you want to take that? ALLYN: Yeah. It’s an interesting idea. I mean, fundraising is a little outside of my bailiwick but I will say on TikTok if you start hawking something the authenticity meter is going to go off pretty fast I think. Even if it’s for, you know, something that we all think is—you know, has value like public media it gets a little dicey because it just looks like we’re sort of there to sell them something, and there’s already a lot of ads on TikTok. So I really just don’t know that that would land. I’d be curious to see what the conversion rate would be. I would imagine it would be extremely low. But, I mean, why not experiment? Why not try new things? Why not try to, you know, make the case that there is value in public media? But, yeah, I don’t—I just think there’s maybe, you know, potential for that to backfire if it becomes overly sales pitchy because that’s not really the vibe of TikTok unless you’re actually looking at an ad. But this is totally outside my expertise, so I don’t know, you can listen to what I’m saying on this. (Laughs.) LABOTT: Yeah. Or another thing you could do is say, if you like this video follow me or link in bio, and then in the link in the bio that’s where you could, like, go to—like, people have a link tree now, which is like a link tree is all of the different platforms that you’re on and that’s where a lot of even creators are asking for, like, here’s my Patreon or if you want to donate. So instead of doing it in the content and being like, hey, how about a few bucks, like, you can say, if you like this follow my, you know, link and bio and that’s where you can find it. So it is good to put it there. Probably maybe not in the video. ROBBINS: Can we talk about the different—I mean, the different platforms, which are all very—you know, three platforms, potentially but many of them have different political coloration to them and we all seem to be splintering into different—into our different ecosystems themselves. Bobby, have you—or Elise, have you ever posted on Truth Social? LABOTT: Never. I don’t even read it. ALLYN: I have an account that I’ll use to confirm that something Trump, you know, supposedly wrote there—he actually wrote but I don’t really go to Truth Social. I mean, you know, X has basically become so extreme that when I occasionally lurk on X I feel like I’m getting some flavor of Truth Social. There’s been a bit of a migration from Truth Social over to X. So I think I’m definitely getting a window into that world just by going through my timeline there, and there’s just such a link penalty on X. People have noticed that—I mean, Elon even admitted it recently that if you tweet or post, I guess, we say now and have a hyperlink in your post it’s going to be—the algorithm down ranks it. So that’s why you’re seeing people write something, they put the link underneath it. But even then there’s a penalty, and the whole—I mean, the whole point—because the whole play in the world of social media is engagement so whenever you have a hyperlink that is basically asking people to leave the platform. The less time on the platform the less advertising revenue they could bring in. So I spend a lot less time on Twitter than I used to. I would say I spend now about 80 percent of my social media time in terms of looking for and sharing news on Bluesky—I really like Bluesky—maybe 10 percent on Threads and 10 percent on X. But Bluesky has been great for journalists in terms of engagement, in terms of—a bunch of news organizations have come out recently and said they’re actually getting more referral traffic from Bluesky than they are X. So I think there’s a lot of hope with Bluesky. A lot of people are excited about it. But it’s still very young, it’s still very small, but I think it has potential. LABOTT: You could offer— ROBBINS: One second, Elise. I just want to follow up with both of you about Bluesky, which is that Bluesky is where people go when they’re fed up with X. So it’s a very self-selected political audience. So, I mean, aren’t we basically just putting ourselves into a news ghetto if we’re just posting on Bluesky? ALLYN: I think that was maybe true in the beginning but Bluesky is becoming more diverse. You know, the so-called shit posters—you know, the kind of people who just post nonsense all day—are increasingly coming to Bluesky. I’m seeing more, you know, right-wing provocateurs on Bluesky. It is a lot of folks part of the so-called exodus—you know, people like you’re saying, people leaving the Elon Musk ecosystem. But increasingly it is not just one type of person. There are other social media platforms that are more ideologically striped but—I don’t know, I find that I’m getting a pretty wide range of opinions and reactions to my posts on Bluesky. I’m not using it as much as I use used to use X but, yeah. No, to your point that’s why sometimes there’s this sort of fallacy in talking about social media and that people just use one. You know, we’re just on this one place. We’re talking to people on this one platform. We’re sharing links. But what you should do is share your link everywhere you can. I mean, I have some colleagues who are now sharing all their links as their first social media site to LinkedIn because they noticed— LABOTT: Yeah. Yeah. That’s what I was going to say. ALLYN: —lots of engagement on LinkedIn. I mean, why not just share it everywhere? I mean, what’s the downside of just trying every single platform? I guess the downside is it’s just really exhausting. (Laughs.) But if you have the energy for it put your link everywhere and see what works and just constantly experiment and iterate, right? LABOTT: Yeah. I would say that I’m using LinkedIn a lot more. Can you hear me? ROBBINS: Mmm hmm. LABOTT: OK. I’m using LinkedIn a lot more and I feel like LinkedIn now—it used to be kind of about getting a job but now I think it’s a lot more of a professional—a place where professionals are discussing and people that want to have a little bit more thoughtful of an engagement are discussing on LinkedIn. So I’m using that a lot more. And then also Substack, you know, isn’t traditionally necessarily a social media platform but I have a Substack. A lot of journalists are moving to Substack to put out their content and they also have a new kind of Twitter-ish feature where it’s called Notes where you can have thoughtful discussion. So I think, you know, Bobby is right that we need to, you know, kind of move out a little bit beyond the Twitter, Instagram, and TikTok and, you know, just post everywhere you can. Usually, I just have a thing is where I’m going to post something I may tweak it a little for each different platform. I’m going to go to Twitter, LinkedIn, Threads, you know, Instagram and TikTok, you know, and, you know, Substack is my primary platform so obviously I’m going to do that. I would also love to know what everybody in the audience is using. If you want to put it in the chat what you guys are using we can—love to hear about that. ROBBINS: Thank you, Elise, for asking that question, which is what—I would love to hear this as well what people are using and I’d also love to hear— LABOTT: And why. What do they like about it. ROBBINS: Yeah, or tell us. You know, speak up. I’d love to hear from you all, and I’d also love to hear whether or not your editors, or if you are an editor, does anyone still have a conversation whether there’s a potential to monetize the use of social media or has everyone just thrown their hands up and said, forget it, we’re not going to be able to monetize this? They’re too big for us. They’ve overwhelmed us. We give up. Because you—both Elise and Bobby said in the beginning of this that somehow as you were saying about the downloading the links in X. But is there any way to create followers to get them to come back to our sites or is this really our job here is that at least we’re depolluting—we’re cleaning up the bay? We’re correcting misinformation. We’re getting more information ourselves to see what people are paying attention to. We’re using this because it’s better to depollute the ecosystem. But there’s no way we can monetize it and even though it’s basically gobbling up our space. ALLYN: Yeah. Again, when it comes to the business side of journalism it’s just really outside of my expertise. I mean, I have thoughts on that but sometimes those thoughts come against, like, institutional priorities. I mean, NPR we’re obviously public media and so because of our public—you know, public interest is supposed to drive our newsroom and, you know, we’re a nonprofit. We don’t have a pay wall. But, you know, my colleagues at other publications who do have hard pay walls because, obviously, journalism costs money they’re constantly up against this question of, do I go to all these social media apps and give a summary of all my reporting and that does actually create a bit of a cannibalization because you’re creating a disincentive for anyone to ever become a subscriber to your publication if you’re doing that for every single story. But it’s a matter of tradeoffs because not doing it means you’re missing a huge and growing audience so what do you do, right? I think one of the questions we’re kind of trying to strike at here is how do we get social media passive consumers to become active participants and people who will pay for our news product, and I think lots of people are trying to figure this out. I don’t have any perfect answers. But it’s a tricky one. It is. I mean, I know myself I’ve been in the news business my entire life, which isn’t that long. I’m thirty-seven. But it’s the only career I’ve had and I sometimes— LABOTT: Me, too. ALLYN: —I’m sent a link and I see a pay wall and I don’t pay. This is what I do for a living. So I have some sympathy with people who see a pay wall and say, well, I want to read this article but I don’t want the publication for a year. (Laughs.) So, I mean, obviously, that’s how it is for a lot of people. LABOTT: Well, yeah. I would say, I mean, it’s—you’re going to—if you’re looking for, you know, people to look for your content it’s going to be on the quality of your engagement on social media. So if people really like you on social media and they want more of you they’re going to go look for your content wherever they can find it. If your content is good people will find you. So creators are making—and by the way, you know, each individual is going to be different with each individual news organization. But people are monetizing on social media and creators are making a lot of money on social media through the platforms. And we’re—you know, someone just asked whether we’re—YouTube is—I think YouTube is a little bit more for an older audience and there’s not as much engagement as some of the others. But certainly I also, you know, put my stuff on Facebook and those—people are making money on Facebook. There’s also YouTube. So, you know, I think if you want an audience it doesn’t—there are two things. You either want an audience and you want to—and/or you want to monetize. If you just want an audience it shouldn’t matter. You’re Carla with the New York Times or Bobby with NPR or Wall Street Journal or whatever, and wherever it is—wherever they find you that’s where it is. If you want to monetize you have to give a little bit of yourself to kind of, like—you know, and in your—maybe we don’t want to say, you know, please donate to NPR but you could be, like, if you really like my work come visit me on NPR. ALLYN: But then— LABOTT: You know what I mean? And that’s an authenticity that, you know— ALLYN: There’s another tension, too, from the institutional perspective because we want legacy media, public media, to be encouraging reporters in the field to become social media personalities. but if they become too good at it they won’t need their institutions and they could probably make more money without their institution. So from the sort of management perspective do you give them a really long leash and then they say, actually I can make more money by monetizing my videos—goodbye? I don’t know. ROBBINS: I don’t think that’s happened to a lot of people. I think most people who’ve ended up on Substack have, shall we say, their newsrooms have been shrinking. ALLYN: There’s also people on Substack making many millions of dollars, so it just depends— LABOTT: Well, or they didn’t like or they didn’t—or they felt—they left mainstream media because a lot of the reasons that audiences are leaving because—you know, like I said, mainstream media has this, like, cachet but let’s not pretend that most of them aren’t as biased as the rest of them anymore. They all have an agenda and, like, some people are more—you know, some of the creators online are more honest about it. So, again, I hear from a lot of young people and, you know, I’m doing this research at the Council on this very topic. I had a focus group with a lot of young people about where you’re getting your news, social media, and they say, look, you know, I—what is—you know, the mainstream news media is biased so what does it matter if I get my content from a biased creator or a biased New York Times? Like, you know, when—again, when truth is—and facts are not really the primary driver people—these young people, a lot of them even know that some of the stuff they’re reading on social media isn’t true. They don’t care. So I think that we need to go. We need to be able to be—we can still be ourselves—accurate, informative, vetted sources. But, you know, as we’ve been talking about we can learn a lot from, you know, some of their creators and what they’re doing. ROBBINS: So John Allison from—he’s the news editor of the Tribune Review. John, you raised a question about Facebook. Would you like to talk a little bit about that or anything else about your experience with social media as an editor? Q: Unmute. Hello. ROBBINS: Hey. Q: Have I reached you? Yes. I brought up Facebook because it feels like the old folks home of social—(laughter)—media and it seems also to be hostile to media. You know, you talk about link death. You put out a news story on Facebook—very little reaction. Put a picture of my cat having a crème brulée, boom—you know, great activity. But are we just chasing one thing after another? Is it—are we just looking for the coolest place to land and is it a mug’s game or are we going to really find a real—we, I say we meaning a traditional newspaper publisher here. Are we really going to find a partner in social media or do we have to build something ourselves again? And I don’t know the answer to that question. I’m raising it. I’m not—I’m puzzled by it. ALLYN: Yeah. I think with Facebook I just know from NPR’s internal numbers on digital story traffic it long ago cratered and that was a decision, you know, made at the executive level to downrank and deprioritize news links across the board. And you know, Facebook justified that by saying this is not why people log on to their apps. They want to know what their friends and family are doing. They don’t want to learn about what’s happening in their city council or what’s happening in Washington. You can quibble with that but it had a huge effect, at least at NPR and probably other places, in terms of the amount of referral traffic that we get from Facebook. But, I mean, it’s still a platform with billions of users. It does skew a little older, John, to your point. I’m reminded of—again, I’m not sure some in this room remember this—my first newspaper job at the Tennessean I started there around 2010, 2011 and the—you know, the now famous sort of pivot to video and it’s, you know, a Gannett newspaper. We were all given these stabilizers for our iPhones and we had a mandate to do four videos a day regardless of quality, upload them to Facebook. They were terrible, right? But we had a grant at the time for Facebook and we were trying this new experiment out. But the news leadership there—I don’t think it was true of just this one newspaper—didn’t take social media seriously. I think a lot of the industry kind of dropped the ball with social media and thinking it was a fad and thinking it was cute and just having a little too much confidence in their own delivery methods and a little too much confidence in the idea that people are always going to log on to NPR.org to find out what’s happening, and look what happened, right? I mean, I think we kind—that ship has sailed a little bit. We should have been thinking about building our own digital platforms and delivery methods a long time ago and I think we’re so kind of screwed at this point, honestly. And we saw what happens when we become overly dependent on, you know, the Silicon Valley companies. They realize they can make more money elsewhere and they say, screw you. So it’s—not to be overly cynical but I think there was an opportunity a long time ago and we didn’t take social media seriously. LABOTT: I think that the New York Times, the Washington Post, the Wall Street Journal, and some others are doing a very good job at kind of transitioning to digital. The Washington Post, for instance, has an excellent TikTok account. I think it’s a little—you know, at first it was kind of funny. Now it’s a little gimmicky. But it’s got a million followers. And as, you know, I think, like, people know the guy—they call him the Washington Post TikTok guy. So every time they’re saying Washington Post TikTok guy the name Washington Post is coming up. Are those people going to the Washington Post? Some of them are, you know, and I think now more and more people are getting more referrals from digital than they are from, like, you know, traditional kind of marketing. But, again, I just think we need to think of ourselves as multimedia organizations and nowadays—and, I mean, the thing about X and the link kind of notwithstanding, you know, the name of our media organization is our brand but the distribution is wherever we can get it. And I think as opposed to finding new ways of, you know, distribution we need to find new ways of—our news organizations—the business model needs to change. For instance, the New York Times is making a lot more money now off games or off cooking, and kind of news is more of a public affairs function that’s subsidized by cooking or games or things like that. And so if news is, like, the kind of, you know, haute couture of publishing or broadcasting or news and information then some of these other business models are going to be what subsidizes it and there—and look, there’s a lot of money right now in local journalism to figure these things out and I think—I’ve, you know, been trying to talk to people at some of the foundations and one of the things they’re specifically looking at are business models—sustainable business models. This is what we should be thinking about right now. We shouldn’t be thinking about whether we should be on TikTok or Social or this or that platform. We should all be on all of them, if you feel comfortable. ALLYN: Yeah, I— LABOTT: But we should be thinking about what the business model is. ALLYN: Yeah. No, I agree. But what’s really in vogue now is not even social media but it’s large language models, right? Increasing—I mean, Google search is—has been declining for some time in terms of quality and overall usage, especially with young people. Lots of people now go to ChatGPT, they go to Perplexity, they go to Claude, and they say, what’s that bill that just passed, and they get bullet points, right? So we learned a lesson as a news industry that we didn’t take social media seriously. We let all of these Silicon Valley companies eat our lunch. We should be building our own large language models and the Washington Post, to their credit, unveiled one recently where it is trained on the data of all of our articles and there would be a little pop-up and you can ask it a question and it just pulls from New York Times stories, Washington Post stories, you know, NPR stories. So we know it’s valid. We know it’s vetted. Otherwise, these large language models really are the future. You’re getting analysis. You’re getting, you know, the facts. You’re getting information rapidly, right? So I really think there also needs to be an emphasis on should news organizations be building their own large language models because, as we know, AI is a huge part of the future when it comes to how people are going to be informed and how people are going to, you know, learn how to sort of navigate their world. ROBBINS: I would—we’re almost done. I would make one further argument which is this is—yes, monetizing is sort of an essential notion here. I’m not sure that smaller papers are going to be able to do that. Certainly, smaller papers can’t monetize games. Smaller papers can’t monetize cooking. Smaller papers can’t do the things that might— LABOTT: I just said it to, like, say that we need to be thinking of new— ROBBINS: Yeah. No, certainly I—but I think that this other question here about social media is can we in some way take lessons from them about their definitions of authenticity. I don’t know. I think that’s something that we have to sort of figure out that sort of balance here, particularly because of the lack of trust in institutions generally and how we find that balance and that’s really a hard thing for us. That’s one thing. And the other thing is I think that we need to consider that there is a whole world out there of conversation going on in social media that we as journalists have to cover and that goes back to your question, Elise, about the cats and the dogs. I mean, when do we get to that— LABOTT: When does it become a news story. ROBBINS: Yeah, and when do we—and also when are we missing it? Because I—certainly, if you go back to something like Trayvon Martin, I mean, the Trayvon Martin story was going on for a quite a while on social media before all the big papers and the small papers even noticed it. And I know most organizations can’t afford to have a full time reporter just monitoring and trying to make assessments like that but we are all intuitively on social media anyway and it’s our responsibility to raise this question. There’s a world boiling on out there that we’re not part of quite often—that there is a news conversation and some of it sounds wacky and some of it’s absolutely, utterly legitimate news, and because it’s couched in language that doesn’t sound like news we have a responsibility to translate that into news, and it’s not easy. LABOTT: Yeah. No, it’s not easy at all and my question to you would be on this cats and dogs thing is how do we cover that. I think the decision is—I mean, not how to— ROBBINS: J.D. Vance made it very easy for us. He started talking about it. So, you know, once a politician is talking about it— LABOTT: Well, you know, I mean, but— ROBBINS: It was Vance, wasn’t it? LABOTT: —to me the story was not whether dogs are—whether they’re eating dogs or cats. I mean, it was pretty quickly kind of debunked and then it became about the phenomenon of it, like, with this—with the story of—and I covered both this and the story I’ll get into with the killing of the health care—the United Healthcare CEO. Like, it was a legitimate story that he was killed but the conversation—and it was—and it’s a legitimate thing to talk—you know, it became, like, this whole conversation about, you know, the pitfalls of health care in this country and, you know, people were saying that he deserved it and things like that. That conversation was, I feel like, legitimate news. There was a whole other conversation on social media about how hot the shooter was and that he became this kind of big celebrity on social media. Now, that’s a conversation. I thought the phenomenon was very interesting about it but, like, how do you—that’s a conversation. Like, I think we—it is a real conundrum of what—at what point—like, what are we discussing about these big conversations that are happening. And I think it’s going to be—I think the jobs of editors on what we cover for social media is going to be one of the most important jobs as we continue to work on social media. ROBBINS: We’re running out of time but I did want to—since we did lose a little bit of time I’m going to go a tiny bit over. But I did—wanted to ask Bobby and I wanted to ask everybody else who’s with us how many of you actually covered the phenomenon of the hot shooter, you know, of how it was being experienced particularly with young people. Because I also teach and that’s the way my students were talking about it. Bobby, did you cover that? ALLYN: No. I’m on NPR’s business desk so that kind of was outside of our lane a little bit. But, I mean, sort of zooming out from that I think culture happens on the internet. As some people like to say, the internet’s going to internet, right? There’s going to be outrageous and over the top, things that go viral, the meme-ification of everything. Often this is tawdry. Often this is inappropriate. Often it causes legacy media to clutch their pearls. But look, increasingly culture happens digitally. It happens online and I think we have to grapple with that and incorporate that into our reporting but in sensitive ways, right? I mean, only focusing coverage, obviously, on people who think the shooter is hot or some of the really, you know, lurid assessments of that case is missing the story. But that’s not to say it’s not part of the story, right? It just has to be dealt with sensitively. But I don’t think we can look away from digital culture. ROBBINS: And it is not a culture separate from us and that’s sort of the challenge of it, and how we balance that is really challenging. Well, I want to thank Elise and I want to thank Bobby and I want to thank everybody else. I don’t think we’ve answered—we certainly raised—(laughs)—it’s a conversation we could come back to. Irina, I want to turn it over to you. Thank you. FASKIANOS: And I second the thanks to Elise Labott, Bobby Allyn, and Carla Anne Robbins. We will be sending out the transcript and the video. We’ll splice it together for the part that we missed for our technical glitch to you all so you can share it with your colleagues. I’m not sure whether I should share your X handles or not but I will @Elise Labott, @Bobby Allyn, and @robbinscarla, and, of course, I’m sure other social media sites, and you should subscribe to Elise’s Substack and Zivvy News. ROBBINS: I signed up to Zivvy News this week. FASKIANOS: I did, too, in advance of this. LABOTT: Thank you. Thank you. FASKIANOS: And listen to Bobby for his great reports on NPR. And as always we encourage you to visit CFR.org, ForeignAffairs.com, and ThinkGlobalHealth.org for the latest developments and analysis on international trends and how they’re affecting the United States. We welcome your suggestions for speakers and future topics we should cover. You can email [email protected]. We appreciate your being with us today, for the work that you’re doing, and happy holidays, and we will reconvene in 2025. ROBBINS: Thank you, Irina. LABOTT: Thank you. ALLYN: Thanks, everyone. LABOTT: Thank you, everyone. ROBBINS: Elise, thank the—thank the Panera. (Laughter.) ALLYN: Thank you very much. LABOTT: (Laughs.) Thank you. (END) This is an uncorrected transcript.  

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