{"id":4595,"date":"2026-07-21T13:37:15","date_gmt":"2026-07-21T13:37:15","guid":{"rendered":"https:\/\/relocationobserver.com\/?p=4595"},"modified":"2026-07-21T13:37:15","modified_gmt":"2026-07-21T13:37:15","slug":"zoom-with-new-story-hires-indie-journalist-to-tell-it","status":"publish","type":"post","link":"https:\/\/relocationobserver.com\/?p=4595","title":{"rendered":"Zoom, With New Story, Hires Indie Journalist to Tell It"},"content":{"rendered":"<div>\n<div>\n<!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\nZoom has since the days of the coronavirus pandemic been known for its expertise in video. Now the company wants to demonstrate its talent for putting on a show.<\/p>\n<p>Read more <a href=\"https:\/\/relocationobserver.com\/?p=4593\">YouTube Star Alejo Igoa Signs With WME<\/a><\/p>\n<p>\n\tStarting this week, Zoom is launching a partnership with podcaster and independent journalist Nayeema Raza, creator of the program \u201cSmart Girl Dumb Questions,\u201d where she seeks out seeks out leaders in business, science, and culture to respond to seemingly disarming queries. Raza on Tuesday debuts a new interview series designed for social media in which she puts a spotlight on \u201csolopreneurs,\u201d or people who launch their own independent operations. She will also conduct a six-part series on her own program, set to debut in August, in which she explores how technology is reshaping work and leadership. In October, Raza will participate in Zoomtopia, Zoom\u2019s annual user conference, and bring her content to the main stage of the event.<\/p>\n<p>\n\tThe alliance may just be a harbinger of some of the new ways so-called \u201ccreators\u201d work with major marketers in an era when independent editors and reporters are increasing their allure in the marketplace of ideas. According to data from Pew Research, younger adults are \u201cespecially likely\u201d to get news from influencers. Approximately 38% of those between the ages 18 to 29 regularly do so, a figure more than four times greater than 8% of those 65 or older who do the same.<\/p>\n<p>\n\tWith creators holding more sway among the consumer crowd most likely to be open to experimenting with the products and services they buy, \u201cit is important for us to be a brand that people like Nayeema and other creators want to work with,\u201d says Kimberly Storin, the chief marketing and communications officer of Zoom, during a recent interview. \u201cWe want to be a preferred partner.\u201d<\/p>\n<p>\n\tRaza broke into journalism with a background in documentary filmmaking, producing work that was featured at the 2019 Tribeca Film Festival. She launched \u201cSmart Girl Dumb Questions\u201d in February of last year, after logging stints as a senior staff editor with The New York Times\u2019 opinion section, and as the on-air executive producer of \u201cOn With Kara Swisher.\u201d<\/p>\n<p>\n\tSuch an alliance requires new ways of thinking, says Storin, to which some advertisers may not be accustomed. Raza\u2019s efforts with Zoom won\u2019t be authentic if she isn\u2019t left alone to pursue programming as she sees fit.<\/p>\n<p>\n\t\u201cI need my audience to trust me,\u201d says Raza, during an interview. \u201cI need to do what I do with a lot of editorial integrity.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/relocationobserver.com\/?p=4591\">Ryan Reynolds Says There Will \u2018Eventually\u2019 Be Another \u2018Deadpool\u2019 Movie: \u2018There\u2019s a Few Really Deep Cuts That I Think Are Missing\u2019<\/a><\/p>\n<p>\n\tConversations about the future of work are a regular part of Raza\u2019s program and having them with the backing of Zoom doesn\u2019t represent anything jarring, she says. On \u201cSmart Girl Dumb Questions,\u201d Raza regularly examines \u201c how we live, how we work, how we lead, how we have family or partnership in a world that is really changing technologically and culturally.\u201d<\/p>\n<p>\n\tThe only change people should notice in the way Raza handles her work with Zoom is none. \u201cThe editorial is shaped by me. I\u2019m asking questions I would organically ask. I\u2019m speaking to people that I would speak with and what the partnership with Zoom allows me to do is to expand the possibilities of my content,\u201d she says.<\/p>\n<p>\n\tIf Zoom wants to be a place creators trust, says Storin, then it needs to be willing to cede ground to the creators with whom it works. Zoom has had to \u201cget comfortable with having creators be our advocates and to share their stories. We like to write five-page-long briefs with guardrails and North Stars, and we have to really teach ourselves. We gave our influencers one-sentence briefs. And that was a big shift,\u201d she says. \u201cAnd we had to really let go of the control that a brand typically likes to have.\u201d<\/p>\n<p>\n\tZoom isn\u2019t backing away from traditional commercials, says Storin, but sees a need to shift to new tactics as digitally-savvy consumers discover services, products and brands in different ways. The \u201cbuying journey\u201d is shifting, and becoming \u201cdriven by a discovery process that starts in ChatGPT or Claude,\u201d she says, referring to popular new A.I. interfaces. \u201cWe have to focus on being found, being present, being believed and being preferred, which is a new level of marketing.\u201d<\/p>\n<p>\n\tShould the new partnership work well, other combinations of creators and marketers could become quite common.<\/p>\n<p>Read more <a href=\"https:\/\/relocationobserver.com\/?p=4589\">Lisa Nandy Stays in Post as U.K. Culture Secretary, Kanishka Narayan Appointed First AI Minister<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Zoom Bets New Programs From Podcaster Nayeema Raza Will Turn Creators Into Customers<\/p>\n","protected":false},"author":1,"featured_media":4594,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[1918,3683,3684,3685],"class_list":["post-4595","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv","tag-creators","tag-nayeema-raza","tag-smart-girl-dumb-questions","tag-zoom"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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