Legacy media is changing fast. Newsrooms are shrinking, journalists are going independent, and audiences are turning to creators for information. Thanks to the rise of the creator economy on platforms like TikTok, YouTube, and Substack, people have more choice over where they get their news than they did even half a decade ago.
There’s not one reason for legacy media organizations’ decline in readership. A combination of media distrust, shifting consumer habits, and declining advertising revenue are at play. This shift is also changing how PR firms, including BAM, research and create target media lists for their clients.
For PR and marketing leaders, this shift changes how we build relationships and tell stories. Here’s what’s driving the change and 20 emerging media outlets redefining influence.
Trust in traditional media is at an all-time low
America’s confidence in legacy media is dwindling. According to a recent Gallup poll, 28% report they have a “great deal” or “fair amount” of trust in newspapers, TV, and radio to report the news fully, accurately, and fairly. This is down from 31% last year and 40% five years ago. The divide between trust and distrust gets even wider when you consider someone’s political affiliation (Republicans have less trust) and age demographic (older Americans of all political circles are more trusting).
Changing media habits
Trust may be down, but there is no lack of media options for news. A study by the Pew Research Center found that about one-in-five Americans regularly get news from influencers on social media. Specifically on TikTok, a fifth of U.S. adults use the app to get their news.
At the same time, newsrooms of all sizes are shrinking. Ad revenue is drying up and forcing publishers to reduce their workforce. If you’re in media relations, it seems like a month doesn’t go by where we don’t see a newsroom shakeup. Layoffs are commonplace and many journalists are using these changes as an opportunity to venture out on their own.
This changing ecosystem is opening space for a new kind of media that’s independent, niche, and community-driven.
The rise of independent journalism and emerging media
More and more journalists are going independent. Whether starting a Substack newsletter or regular podcast, journalists are operating outside the traditional newsroom structure. The byproduct? More transparent reporting and a community of engaged readers.
BAM's list of 20 emerging media on our radar
Below is a non-exhaustive list of 20 emerging media for startups that we’ve either worked with or have our eyes on.
- 1. Axios Live: Axios Live programs are a live extension of Axios’ signature Smart Brevity style journalism, drawing in the most influential speakers and audiences.
- 2. Compound Podcast: The founder's first podcast by Rubén Domínguez Ibar & Guillermo Flor.
- 3. Pathfounders: a new tech media brand from Mike Butcher that offers informed reporting, analysis, and opinion on the top tech startups and VC firms across Europe, Silicon Valley, and globally.
- 4. How I AI Podcast: Claire Vo’s podcast on how people from all walks of life have figured out how to use AI tools in their day-to-day life to improve the quality and efficiency of their work. Part of Lenny’s Newsletter.
- 5. Lenny's Newsletter: Lenny Rachitsky’s deeply researched advice column about building product, driving growth, and advancing your career. Boasts over 1M subscribers.
- 6. ICYMI by Lia Haberman: ICYMI (In Case You Missed It) helps you keep track of weekly platform updates, brand social and creator marketing news, and audience insights.
- 7. Link in Bio by Rachel Karten: Rachel shares thoughtful interviews with the social managers behind your favorite brands and insightful breakdowns of strategies — an essential tool for anyone interested in social media and the internet.
- 8. Morning Brew Events: Morning Brew’s in-person and virtual learning and networking events.
- 9. Newcomer: A deeply reported newsletter on the inner workings of the startup industry. Helmed by Eric Newcomer with writing from Madeline Renbarger.
- 10. Sourcery by Molly O'Shea: Top weekly VC deals and tech interviews read by top GPs, LPs, founders, family offices, banks, hedge funds and more.
- 11. TBPN: Technology's daily show. The podcast is hosted by John Coogan and Jordi Hays. The podcast streams live 11 am – 2 pm PT every weekday.
- 12. The Generalist: The Generalist delivers in-depth analysis and insights on the world's most successful companies, executives, and technologies. Whether you’re an investor, entrepreneur, or operator, we equip you with the knowledge and understanding to capitalize on the future.
- 13. The Information TITV: The Information’s TITV podcast is first in tech news and analysis from the people that break and shape the story. Watch every weekday at 10 am PT/1 pm ET on The Information.com.
- 14. The Rundown AI: In this newsletter, get the latest AI news, understand why it matters, and learn how to apply it in your work.
- 15. The VC Corner: The VC Corner is a newsletter for navigating the world of startups and venture capital. Whether you’re a founder, an investor, or someone passionate about entrepreneurship, they bring you the insights, tools, and resources you need to thrive.
- 16. The Venture Lens: Stories and conversations at the intersection of venture, startups, AI and storytelling, hosted by independent journalist Alastair Goldfisher.
- 17. This Week In Startups with Jason Calacanis: Jason Calacanis covers startups, tech, markets, media, and all the hottest topics in business and technology. He also interviews the world’s greatest founders, operators, investors, and innovators.
- 18. TradedVC: Your dose of daily dealflow sand essential VC and tech trends to know. The biggest moves in venture, all in one place. Celebrating startups, founders, and funders.
- 19. Upstarts Media by Alex Konrad: The Upstarts newsletter provides in-depth reporting and analysis on the startup ecosystem, from inception through IPO. Founded by veteran tech reporter Alex Konrad.
- 20. The Leverage: Clear-eyed analysis of tech market shifts from writer and investor, Evan Armstrong.
As traditional newsrooms evolve, independent creators and emerging outlets are reshaping how stories spread. For startups and storytellers, that means more opportunity to build authentic relationships.
At BAM, we’re watching closely, helping our clients connect with the media voices that matter most based on their PR goals. Want to connect with these emerging creators? We can help.