Content from non-“news” venues is increasingly attracting significant audiences, especially around areas such as business and economics, which is also a critical topic for mainstream media. Given how much such “thought leadership” is being created on a broad range of topics and the large audiences it attracts, this will be a session on what is working and why mainstream media ought to pay more attention to the ability of non-news led quality publications to attract and engage audiences and win the battle for the one single non-renewable resource all of us—inside and outside the news industry—are going after: our readers’ time.