As the media landscape rapidly evolves, my Inkhouse colleagues Lisa van der Pool and Amanda Jacobsmeyer hosted a panel with four prominent journalists who have stepped beyond traditional newsrooms. At “Why It’s Time to RethINK the Media Landscape,” Tanya Dua (LinkedIn News), Alex Konrad (Upstarts Media), Polina Pompliano (The Profile), and Alex Wilhelm (Cautious Optimism) shared candid insights into journalism’s shift—from legacy publications to emerging platforms like Substack, podcasts, and LinkedIn, which is increasingly shaping how business news is published, distributed, and consumed.
The catalyst? Burnout, layoffs, and shrinking newsroom resources were common themes. Yet, more than anything, a desire for creative freedom and a deeper connection with audiences drove their decisions.
“People trust people, not media brands,” said Pompliano, who started The Profile while still at Fortune. She emphasized the value of human-led storytelling over faceless mastheads. The trend, she noted, is rooted in the rise of the “passion economy,” where creators cultivate communities who follow them, not just their outlets.
Wilhelm echoed this sentiment, calling his independent newsletter “the best part of my day.” After years of corporate structure and editorial constraints, he relishes the freedom to write in his own voice, joke freely, and choose topics that genuinely interest him. “The prestige of media titles wears off,” he noted. “Now I’m accountable to my readers, not an editor or algorithm.”
Konrad, who recently launched Upstarts Media after 12 years at Forbes, admitted the leap was “the riskiest and craziest thing” he’d done, but one that reignited his love for journalism. He’s now focused on curated startup storytelling and building a sustainable business from the ground up. While others have raised funding, Konrad is going revenue-first: “My goal is to hit $1 million ARR and prove this can work.”
Dua offered a hybrid perspective as a journalist at LinkedIn News, a platform-native outlet embedded within a tech company. She highlighted LinkedIn’s unique distribution model, where engagement fuels discovery. “Journalists should share more—and more thoughtfully,” she advised. “The more people discuss a story, the more likely it is to get platform amplification.”
The panel also shed light on how stories get sourced today. PR still matters—but only when it’s smart, timely, and tailored. “Know our beats. Offer real data. Respect our time,” advised Wilhelm. “I’m most interested in what I can learn from your pitch, not how shiny it is.”
As the media landscape continues to decentralize, companies must adapt how they communicate to earn attention and trust. With more journalists going independent and traditional outlets shrinking, the rules of engagement are shifting.
Here’s how to stay ahead:
1. Build direct relationships with the voices that matter.
Niche influencers, Substack writers, and platform-native journalists are replacing traditional media gatekeepers. Know who your audience trusts—and engage those storytellers thoughtfully, not transactionally.
2. Think beyond the pitch.
Today’s journalists are creators, curators, and business owners. They want real value: exclusive data, unique POVs, and ideas that spark conversation, not generic press releases. Tailor your outreach to their beat, tone, and platform.
3. Own your story across channels.
Media isn’t the only megaphone anymore. Use LinkedIn, podcasts, newsletters, and events to tell your story directly and consistently. A strong narrative across earned, owned, and social channels builds brand equity in a fragmented environment.
At Inkhouse, we believe the story is the strategy. In a world where media, brand, and voice are converging, companies must lead with clear, compelling narratives. The ones that will break through know exactly what they stand for and how to communicate it, or they risk being ignored.
If you missed the media panel live, you can watch it here.
