It’s time to unpack the work behind the work.
Strategy is more than a plan. It’s the product of countless lessons, pivots, and decisions that happen long before the world sees the final result. It’s the messy, meaningful space where great journalism, strong teams, and public trust are actually built.
I’m Yoni Greenbaum, a media executive and strategist who’s spent a career leading teams across print, broadcast, and public media. I’ve learned that the most valuable insights come from navigating the chaos, not just admiring the outcome.
Backstory & Strategy is the space where I share what I’ve learned—and what I’m still figuring out.
This newsletter is for people who lead (or want to) and care deeply about aligning mission with momentum. It’s for those of us trying to build better things, not just bigger ones.
Here’s what you can expect:
Sharp analysis on what’s broken—and what’s possible—in media and journalism today.
Actionable frameworks that you can use, not just read.
Leadership playbooks from a career on the front lines.
Everything here is free, with new, in-depth posts delivered two to three times a week.
No ads, no fluff, and no paywalls. Just strategy you can actually use.
A Quick Note
Everything I share here reflects my own views and experiences. While my work as VP of Product Strategy at the American Press Institute deeply informs my perspective on the industry’s challenges, Backstory & Strategy is my personal space for “thinking out loud” and poking at the frameworks we all navigate. These thoughts are mine alone and do not represent the official positions of API, its leadership, or any organization I’ve worked with—past, present, or future.
I routinely experiment with a wide range of AI tools—including Google Gemini, Claude, ChatGPT, and Grammarly—to research, test assumptions, and hone structure. If I were growing up today, I have no doubt I would be classified as neurodivergent; for me, these tools are essential collaborators for executive function. They allow me to juggle multiple competing ideas, follow research down unexpected alleys, and manage the logistics of writing without losing the thread. These tools help me organize the chaos, but they never replace my voice—they refine it. Final calls on story, framing, and “the soul” of the work are always mine.
Accountability & Corrections
In my 30+ years in journalism, I’ve learned that strategy is only as strong as the facts supporting it. While I strive to ensure every Backstory & Strategy post is thoroughly researched, I’m human, and slips happen.
If you spot a factual oversight, a broken link, or a typo, please let me know. You can report an error here or simply hit Reply to any newsletter email.
When a significant error is verified, I’ll update the post on the website immediately and include a note explaining what was changed. Thanks for being a partner in keeping this work accurate.
