How Six-Figure Journalists Should Navigate the Changing Media Landscape in 2024

I'm not going to lie. Things are weird in the full-time and freelance journalism world right now. Rates are extraordinarily low; there are fewer and fewer publications in existence; there are more freelancers than ever; we're living in an era where influencers are given priority over journalists, and AI is looming.

Taken collectively, it's a little scary to be a journalist as the future of the entire industry is in question--especially with the rise of increasingly threatening culture wars poisoning the waters of our democracy. Put succinctly, journalism is under threat right now.

At the same time, it also feels like there are an increasing number of opportunities for both full-time and freelance journalists looking to make a real living wage AND tell stories that change the world. In total transparency, it's that part of the equation that keeps me going every day. But what does it take to skillfully navigate the changing media landscape today? Here's what you need to know.

Journalism is Under Threat

A couple of weeks ago, I wrote a post here on LinkedIn about the impact that exceedingly low pay rates for full-time and freelance journalists have on democracy as we know it.

Last week, one of my favorite journalism newsletter writers, Sonia Weiser , made an announcement about the future of her fantastic bi-weekly jobs newsletter that hit home hard for me.

In it, she wrote:

"The industry in 2018 was drastically different from what it is now. ?... My goal was to help people pursue their dreams and for a few years, it felt like I did.

But things have changed. There are significantly fewer publications, and with that, gigs to share. The same editors who once called for pitches are freelancers themselves. I often question whether sharing opportunities to work for companies (and an industry at large) that show such little regard for their employees is further promoting a system that relies on the exploitation of our desperation to do something noble. Isn’t that why we got into journalism in the first place? To commit ourselves to spreading truth? Do something for the greater good? Sacrifice a certain quality of life to prove that we had the grit and integrity to make it in a field that promises the bare minimum in return?"

Weiser posits a really insightful question about why we, as journalists, continue to do what we do and why we stick around in an industry that so clearly doesn't value the amount of knowledge, work, passion, or patience that this kind of career demands. Add in the fact that there are an astonishingly high number of of sub-$100k and $1 per word opportunities out there anymore, and the future looks bleak for journalism as a whole.

All Hope Isn't Lost ... if You Know How to Navigate the Current Landscape Like a Six-Figure Journalist

If you're new here, I'm a six-figure freelance journalist, and I have been for more than ten years. Prior to freelancing, I spent ten years cutting my teeth at CNN in New York, and I've been independent through a whole lot of ups and downs in this business.

I regularly advise other mid-career professional journalists and freelancers about how to navigate this moment in journalism in order to continue to do the work that we're so passionate about and make an actual, real living wage. I have a free Freelancing 101 session coming up on May 13 at 12pm PT , in case you'd like to join and find out more.

I even make it easy for people to find those elusive six-figure, remote journalism jobs via my paid newsletter. For $5 per month, paid subscribers get four newsletters, with new, remote, high-paying freelance and journalism jobs every week.

But beyond that, there are some tricks of the trade that you need to know in order to successfully navigate the changing media landscape, continue to self-sustain, and ensure that you're still doing the kind of quality work that we all strive to do.

Here are six of my own tips for navigating this time of huge upheaval in the media space (while still paying your rent on time):

1. Diversify, Diversify, Diversify

I say this to freelancers and full-timers ALL THE TIME--never put your eggs into just one basket--especially as the media landscape transforms. Successful freelancers possess a broad range of skills that go beyond traditional writing and reporting. Today’s media landscape demands multimedia skills such as video production, podcasting, and data journalism (all things I do).

By diversifying your skill set, you can offer more comprehensive packages to your clients. For example, if you’re covering a story, consider pitching not just the article but a podcast episode, a social video, or a short documentary as part of a multimedia story package. Offering additional content types can make your pitch stand out in a sea of noise.

In addition to offering diverse content types, it pays to broaden your expertise outside of your specialization. So, for example, I have covered the automotive for the last ten years--but it's not the only sector I cover. I've parlayed my experience in automotive into tech coverage, business coverage, and more. I've even done lifestyle work, beauty, health & wellness, social justice, economics and politics coverage, and more. Leverage what you know and love to move into other diverse topics.

2. Specialize in High-Demand Niches

While general journalism faces significant challenges, certain niches are still thriving. Fields like technology, finance, health, and specialized business sectors frequently require expert knowledge, which means that outlets are willing to pay a premium for well-informed journalistic content.

Identify niches where you can use your expertise or interests to carve out a specialized role. This can make you indispensable to publications and companies that value deep, authoritative reporting in these areas, and it plays very well when you're working to diversify your portfolio.

If you want to find some of these high-demand, high-paying freelance and full-time journalism jobs, my weekly paid newsletter is one of the best places to start. I offer a wide variety of jobs, calls-for-pitches, and opportunities that could get your creative juices flowing and help you find your particular high-demand niche.

3. Build a Strong Personal Brand

In the digital age (and as much as I personally dislike social media), a strong personal brand can significantly boost your visibility and appeal to potential clients and editors.

Use platforms like LinkedIn , Threads , BlueSky , and even Instagram or a professional blog and portfolio site to showcase your expertise, share insights, and publish your work.

I generally recommend that journalists like me, who built up a huge following on Twitter , continue to monitor the platform but don't actively contribute to it. The proliferation of hate, misogyny, fake facts, and racism is rampant on Twitter (now "X"), and being associated with that platform is risky at best. It matters where you post, and where you choose to build a community, and a well-maintained online presence makes you more discoverable and helps establish your reputation as a thought leader in your chosen niches. It's important to choose the right platforms for your own personal brand.

It also pays to engage your audience on these platforms and find out more about what they want from you and your expertise. The more you can refine your social media presence, the more appealing you are to hiring managers and editors alike.

4. Leverage Networking and Collaborations

Networking remains crucial in the journalism world. Regularly engage with other journalists (like me!), potential clients, and industry professionals on various platforms, and you're sure to land long-term, sustainable clients who pay.

Attend conferences, webinars, and workshops to stay connected and visible.

Collaboration can also open new doors; consider partnering with other freelancers to offer more complex services or tackle larger projects that you couldn't manage alone. As an example, I've assembled a team of really extremely talented multimedia editors, producers, and writers with whom I work to build and offer comprehensive media packages for all kinds of clients, including podcasts, video content, and written thought leadership. We're currently working on a couple of big projects that should be coming out very soon (but I'm keeping it under wraps until these two projects are ready!) You'll have to stay tuned or connect with me on LinkedIn to find out more.

5. Adopt Advanced Technologies

Embrace new tools and technologies that can enhance your reporting or increase your efficiency. This could include anything from advanced data analysis software to AI tools that help with research and content creation.

I hate to say it, but if you're not at least playing with AI tools, you're missing out on creating a sustainable six-figure journalism career. I'm not suggesting that you use AI to write your stories. In fact, I wholeheartedly recommend that anyone who wants to be a respected six-figure journalist avoid doing so. What I am suggesting is that you get familiar with these tools so you can understand how the rest of the world is looking at your work and the value it brings. (Side Note: If you notice, the image in the header, which I purchased for use from Adobe Stock, is, in fact, AI-generated.)

Staying ahead technologically can give you a competitive edge and allow you to offer innovative solutions to your clients.

6. Focus on Sustainability

As the industry consolidates, it’s crucial to focus on building sustainable relationships with clients who have a steady demand for content and a stable financial outlook. Aim for long-term contracts rather than one-off gigs to ensure a consistent income stream.

I talked a bit more about this model in last week's post about setting your rates as a freelancer, but it pays to think about your rates as a full-timer, too, especially as we begin to enter the annual review cycle. Focus on the value you add as a full-time employee and a freelancer, and be sure you're charging accordingly.

The Bottom Line on Navigating the Changing Media Landscape (and Thriving in it) Like a Six-Figure Journalist

The only real way to build a sustainable six-figure journalism career is to leverage each one of these tips to continue to build your career. It also pays huge dividends to keep your finger on the pulse of the latest full-time, high-paying jobs, calls for pitches, and opportunities in journalism. The best way to do that is to become a paid subscriber to my weekly Six-Figure Journalism Jobs Newsletter for just $5 per month. I promise you won't regret it.