Initially, The Media Is Dying was accessible only to select Twitter members, as the feed was intended to help those in the P.R. industry stay on top of the revolving entries in their address books. But requests to be included flooded the founder, who decided to go public three weeks ago. Since then, the stream, maintained at twitter.com/themediaisdying by its founder and seven volunteers from the industry, has garnered more than 3,000 subscribers.

The stream tries to confirm the tips it receives; if something cannot be verified, it is posted and labeled as rumor.