It means big changes are coming fast in the way major news institutions present their journalism, what that journalism includes, and how decisions are made about what to include. The goal: to draw big, addicted audiences.

A lot of it is being done in the rushed panic that comes with the demands of quarterly earnings. And yet, given the highest calling of the news industry — hold politicians to account, unearth corruption — the importance to our political and civic life could not be greater.

A good way to understand the fast-evolving thinking is to check in on people who are trying to build a news and information business from scratch. I did that last week over breakfast with Jim VandeHei, a co-founder of Politico, and Mike Allen, one of the site’s best-known journalists. Both are also veterans of The Washington Post.

Mr. VandeHei, who stepped down last week as Politico’s chief executive, and Roy Schwartz, the company’s departing chief revenue officer, have been seeking potential investors and video and television partners. Mr. Allen is for the time being continuing to write his vital morning tip sheet at Politico, “Playbook,” seven days a week.

When I met with Mr. VandeHei and Mr. Allen, they were tight-lipped about their next venture. They would only describe it in the broadest terms, as “a media company” that will focus on news and information, exist largely on mobile devices and social media, and not directly compete against Politico.

But that was O.K. for my purposes. I was more interested in hearing what this venture wouldn’t be doing. Their answers may require a trigger warning for the proudly ink-stained set.