Astra builds and strengthens brand newsrooms and editorial teams with journalists who’ve covered your industry.
Brands once relied on search, media coverage, and paid reach to bring audiences to them. That model is weakening, and the lines between owned, earned, and paid are blurring. AI is also changing which sources buyers see and trust.
We believe owned media is now foundational to brand strategy because it gives organizations a direct relationship with their audience and original work they can control, distribute through the channels that matter, and use to earn media coverage and citations in AI search.
Our newsroom system makes that possible.
Astra brings the standards and operating discipline of leading newsrooms to organizations with expertise worth publishing.
For each partner, we assemble a custom editorial team with journalists who have covered your industry and know what matters.
We help you build a direct relationship with your audience through a growing body of original work that strengthens your reputation and creates demand.
Experienced journalists and editors bring rigor, context, and judgment to everything your newsroom publishes.
Original, well-sourced work with clear authorship gives journalists and AI systems credible material to cite.
A strong newsroom gives readers a reason to return, subscribe, and share, creating a direct relationship with an audience.
Credibility builds with every strong piece you publish, shaping preference long before a buyer enters the market.
You want to build an owned-media operation, from a dedicated editorial team to a full brand publication, and need the newsroom expertise to build and run it well. We develop the strategy, build the team, and run the operation.
You already have a newsroom or editorial team in place and want to add capacity, specialist expertise, or new capabilities. We work alongside your team on strategy, talent, and workflows, including how AI supports production and how the work performs in AI search.
You need experienced editorial talent inside your organization. We recruit and manage specialist journalists and editors who know your industry, work as part of your team, and bring the judgment and standards of a leading newsroom.
Journalists are leaving traditional media to build editorial teams inside companies
The ROI from editorial work is real. But it rarely looks the same from one brand to another
From The New York Times to The Texas Tribune, newsrooms are solving editorial problems with AI – and the playbook is easier to copy than it looks