DC Communicators Forum: A Conversation With Substack About Independent Media

Let me ask you a question: Where do you get your news? 

The answers vary based on age, location, and demographic factors. The younger you are, the more likely you are to get your news from social media platforms like X and TikTok, while older individuals tend to prefer traditional outlets like the New York Times, Wall Street Journal, and Washington Post. If you’re a D.C. insider, the Punchbowl News’ frequent newsletters might be your go-to. 

People are increasingly turning to “new media” for information instead of mainstream news outlets. At the forefront of this movement is Substack, an emerging media giant that connects its users and readers directly to creators, reporters and communities. 

The DC Communicators Forum convened at ROKK’s office to discuss the evolving media landscape and rise of independent journalism and was joined by Catherine Valentine, Substack’s Head of Politics, for an extended Q&A session. At the event, Catherine provided the Forum with a front-row seat to her data, research and insights into what Substack offers users and how organizations can leverage Substack creators’ massive followings.

“What we’re finding is that when journalists leave their jobs at CNN, NBC, they can open up their phones and make a million dollars. It is a very powerful tool, especially now at a time when journalism jobs are fleeing,” said Catherine Valentine. 

And, Catherine shared exciting news about Substack’s next feature: Substack has begun beta testing for their advertising platform, which connects advertisers with creators, some with millions of subscribers, that cater towards and align with target audiences. 

“Washington’s media landscape is changing. Traditional media is no longer the sole arbiter of influence. Independent media, such as creators on Substack, are giving traditional media a run for its money,” said Ron Bonjean, Co-founder and Partner at ROKK Solutions. “These conversations are meant to bring together people at the forefront of the communications world to better understand how credibility and storytelling are being redefined in this new era. And, we’re excited we could provide new insight into Substack’s advertising platform and how participants in the Forum can stay on the cutting edge of communications and public affairs.” 

Here are the key takeaways from the conversation: 

Personality Drives the News

In advance of the event, ROKK conducted a survey of D.C.-based Republicans and Democrats. The study yielded insight into a key “new media” trend: Personality is driving the news. Now more than ever, people are opting to source their news from public individuals and not the mainstream media. Specifically, the survey found that MAGA-aligned audiences, who consistently shared content with friends and family, were more likely to source their news from podcasts and newsletters.

Among the most popular podcasts for Republicans is the Joe Rogan Experience, which has amassed 20 million subscribers and garnered six billion views, and the Triggered podcast, hosted by Donald Trump, Jr. and Katie Miller. These personality-driven podcasts hold a key element that many traditional media sites are losing: attention. All media outlets and personalities face the challenge of capturing and maintaining the attention of users in an oversaturated news landscape. This is where Substack has led as a platform.

Substack provides an opportunity for reporters to communicate directly with their listeners or readers. In the past few years, reporters have transitioned to independent journalism, leveraging platforms like Substack. 

Leading creators include Tara Palmeri, a former Puck reporter who now authors “The Red Letter,” covering power and politics, with over 30,000 subscribers. At the next level up, there is Bari Weiss, a former New York Times opinion columnist who leads (and sold for a whopping $150 million) “The Free Press,” one of Substack’s most popular newsletters covering politics and policy with over 1.8 million followers. Notably, “The Free Press” will remain on Substack, providing an additional proof point of Substack’s breadth of visibility  and reach that is highly attractive to reporters and journalists seeking a new way to connect with their audience. 

Independent journalism is thriving on platforms like Substack. Reporters are empowered to find and amplify their own voice and perspective. Without the constraints of editorial oversight (which does also have its negatives), independent journalists and creators are connecting directly with their subscribers, building trust through transparency and authenticity, and shaping the future of storytelling.

Interested in joining leading communications and public affairs professionals at the next DC Communicators Forum event? Get in touch with us.