Six months ago, Jennifer Rubin found herself at a crossroads. After 15 years as a political columnist for The Washington Post, she felt ready to venture into the new media landscape. Together with her partner Norm Eisen, she launched The Contrarian in January, a democracy-focused website. Since then, the platform has expanded to a team of 10, featuring contributors like humorist Andy Borowitz and White House reporter April Ryan. With 558,000 subscribers, The Contrarian offers a diverse array of content, including recipes and cultural stories.
Rubin embraces her new role as an independent media entrepreneur. “We caught the public’s attention just after the inauguration,” she explains. “People were looking for something fresh, and it’s tapped into their imaginations. We’re having a great time with it.”
Platforms like YouTube, Substack, and TikTok are leading the democratization of media, creating opportunities for fresh voices and influencers. Rubin’s journey exemplifies how these developments offer a lifeline to individuals departing from traditional media outlets, either by choice or necessity.
The changing dynamics of the media business and evolving consumer preferences are key factors in this shift. YouTube recently reported over a billion monthly podcast views, with its top 100 podcasts featuring multiple shows by legacy media exiles and existing broadcasters. Substack, established in 2017, doubled its number of paid subscribers to 5 million in less than two years, enhanced by its introduction of live video.
Terry Moran shifted to Substack following his departure from ABC News in June after an anti-Trump tweet. Similarly, former NBC “Today” show hosts, Katie Couric and Hoda Kotb, embarked on new media ventures last month. Couric, who runs her own media company and joined Substack in 2017, says, “In recent months, there’s been a surge of interest, with people increasingly understanding this vital way to communicate information.”
Notable successful transitions include Bari Weiss, who champions independent thought on her Free Press site, anti-Trump Republicans at Bulwark, and ex-MSNBC host Mehdi Hasan with an “adversarial journalism” focus on Zeteo. Megyn Kelly, recuperating from her NBC transition, reintegrated into the media landscape with a podcast that expanded into a SiriusXM radio show and YouTube presence, enticing more than 100 million viewers monthly.
Kelly launched MK Media in 2021, hosting programs with personalities like Mark Halperin and Maureen Callahan. While she and others thrive, legacy media outlets continue grappling with layoffs, declining and aging audiences, and diminishing revenue streams, leaving the transition to independent media a daunting choice.
Chuck Todd, the former “Meet the Press” moderator, describes his apprehension as “jumping off a cliff,” unsure if there would be water below. He remarks, “I was assured, but you don’t truly know until you make the leap.” Adjusting to newfound flexibility and nimbleness captured former CNN anchor Jim Acosta’s interest, allowing him to engage distinguished guests in an experimental phase after relinquishing his proposed demotion.
Acosta contends that authenticity propels successful podcasters. Former Washington Post editor Marty Baron suggests that traditional journalists now struggle as authority figures amidst eroded public trust in institutional credibility.
Couric echoes these sentiments due to feedback from subscribers dissatisfied with perceived concessions by established networks to political administrations and executives pressing for narrative control. Could both audience and revenue support this independent shift on platforms like Substack?
Substack boasts over 50 creators earning $1 million annually, with more than 50,000 profiting. While it’s unclear how many overall contributors are on the platform, the potential for success remains uncertain.
Former CNN anchor Alisyn Camerota, leveraging a financial cushion, revels in her burgeoning media creation through the “Sanity” podcast, acknowledging the challenges and freedom within the DIY approach. Participants differ in pricing strategies: some hide content behind paywalls while others, like Acosta, monetize audience engagement through comments and discussions.
At $12 monthly or $72 annually, Zeteo also offers a $500 “founding member” tier, enticing access to Mehdi’s insights. However, with an overstretched digital media market, the proliferation of streaming services, and possible saturation of paid journalism support, uncertainty looms.
Acosta reflects, “I hope this leads to a sustainable career. It’s an experiment driven by high stakes today.” Chris Balfe, founder of Red Seat Ventures, underscores the need for strong viewpoints and adaptive agility. Catering to consumers seeking aligned perspectives, Balfe helps conservative figures like Kelly, Bill O’Reilly, and Tucker Carlson pivot in media.
Rubin’s perspective remains consistent: “You need a definitive point of view and purpose to guide your editorial voice.” She bears witness as Acosta and Todd navigate looser formats amid increased expression freedom, albeit within a reporting ethos rather than commentary.
Todd energetically cultivates new initiatives like a podcast and interview show on Noosphere, aiming to enhance local news. With freedom, immediacy, and fluidity, the nascent independent media market continues to evolve, becoming ever more exciting for pioneering figures like Rubin.