email my heart (3.14.25)

As we move toward Q2, I’m doubling down on what I’ve been saying since CES: For years, we’ve divided media platforms and spaces into “mainstream” (e.g., publishing, cable news) and “alternative” (e.g., subscription newsletters, podcasts). As growth in “alternative” outlets continues to accelerate and their impact on content creators spreads across every media platform, “mainstream” platforms will continue to shrink while “alternative” sources expand. This shift will push “mainstream” companies to seek new revenue streams by tapping into micro-communities and emerging spaces like B2B, while “alternative” spaces—despite maintaining their unconventional positioning—will find growth among larger, more mainstream audiences.?

For example, in the newsletter realm,?Substack?positions itself as “much more than a newsletter platform… an all-encompassing publication that accommodates text, video, and audio.” It generates revenue by taking a 10% cut of creator earnings when paid subscriptions are enabled. According to Substack, its subscription network includes more than?35 million active subscriptions, with over 3 million being paid. With continual innovations—such as the ability?to publish video posts?directly in the Substack app—platforms like Substack, along with competitors such as?Medium,?Beehiiv, and?Patreon, provide creators with more options than ever to engage their audiences. Likewise, audiences now have greater opportunities to support the voices and opinions they believe in through their financial choices, subscription signups, and attention. This battle for consumer dollars, media space, and mindshare is playing out not only across “alternative” platforms like Spotify and Netflix but also within “mainstream” media companies seeking new audiences through novel tools and offerings.?

As media and culture evolve, we’ve seen a shift over the past few years from individuals calling themselves “influencers”—who primarily leverage personal brands to shape consumer opinions—to becoming “content creators,” who produce original material that educates and informs niche, focused audiences. This transition allows them to monetize their work through ads, sponsorships, and brand partnerships that capitalize on their ability to engage specific communities. With uncertainty surrounding the future of social platforms like TikTok, creators are increasingly exploring new ways to connect with their audiences in environments that feel more personal, intimate, and multimedia-focused—all while unlocking new audience engagement and revenue opportunities. For example,?Carla Lalli Music?announced leaving YouTube for Substack after three years, noting the costs aren’t worth it. Additionally,?the value of first-party data?cannot be overstated, as collecting subscriber emails and registration data provides creators with direct audience insights.?

As the media landscape becomes more complex, multifaceted, and often confusing, it’s crucial to remember the fundamental tactics that have driven success for both mainstream and alternative media—such as word of mouth. While WOM today often spreads through social shares, understanding the niche communities that alternative media (and the creators behind them) serve is key to developing new strategies for precise audience targeting and deeper engagement.?

So, how are you investing both mentally and strategically to grasp the nuances of the creators who align with your audience? Are you tracking the platforms they’re using—or migrating to—to grow their reach? And what solutions—whether through partnerships, sponsorships, or other means—can help bring your brand into new, unconventional spaces while building meaningful connections with hard-to-reach audiences??