In the past, journalism was synonymous with legacy media institutions: newspapers, glossy magazines and 24-hour cable networks. For decades, these outlets held a near-monopoly on information, shaping public discourse and defining the voices the public trusted. But in the digital age, that monopoly has eroded. Journalists are increasingly breaking free from traditional publications to carve their own paths. With a redefinition of what it means to be a journalist in the 21st century, we're seeing the rise of the independent journalist.
Legacy media has struggled to adapt to the economics and fast-paced trends of the internet. While weekday circulation of U.S. newspapers was 55.8 million in 2000, by 2020 it had fallen to 24.2 million. Even digital ads, once hailed as the savior of news outlets, have largely been swallowed by tech giants like Google and Meta, who collectively command about 50% of the global digital ad market. The result? Shrinking newsrooms, mass layoffs, answering to investors and publications that are constantly needing to chase subscriptions to stay afloat.
Legacy media hasn’t figured out how to be consistently profitable in today’s economy. This leaves many journalists not only disillusioned, but also eager to experiment with a more direct-to-audience approach.
As legacy outlets shrink, more journalists are discovering the power of going solo. Platforms like Substack, Patreon, YouTube and TikTok are giving journalists the tools to monetize their work directly, bypassing the traditional bureaucracy and advertising gatekeepers. Reporters now connect directly with their audiences, often turning loyal readers into paying subscribers.
Not only do these platforms give journalists unprecedented creative control, it can be financially viable.
The rise of the independent journalist isn’t just about internal discourse, but also includes changing reader behavior. Audiences, especially younger demographics, crave authenticity, niche expertise and a personal connection. A journalist with a Substack newsletter can speak directly to readers’ inboxes and a reporter on TikTok can distill complex news into a 60-second video that feels personal and digestible.
Data overwhelming supports this and shows audiences trust these independent voices more than traditional outlets, with 74% of people trusting influencers they follow.
The rapid growth of independent journalism suggests that the old media landscape is unlikely to return. Instead, the future will be defined by hybrid models and experimentation. Some journalists will operate entirely solo, building businesses around their own brand, while others may partner with institutions for reach, credibility or resources. What’s most significant is how this shift empowers journalists to reach their audiences through an unbiased lens.
Whether you're looking to connect with legacy publications or build relationships with independent journalists who are shaping tomorrow's conversations, positioning your startup's story for maximum impact is crucial.
BAM understands the evolving media landscape intimately. Ready to navigate the new world of media? Let's talk.