Posted By Kathy Wilson on December 11, 2024
The struggles of traditional media in recent years have been well documented. Social media and digital technology fundamentally altered the way people (particularly younger Americans) consume news, and legacy publications (and their conventional, newsroom models) are fighting to compete with new, digital-first storytelling processes and platforms. Amidst this landscape, a new wave of journalism emerged — one that challenges the conventional media landscape. The rise of alternative media, driven by independent journalists and smaller, more niche platforms, offers a substitute to the mainstream narratives and is reshaping how brands and those of us in the communications field view media targeting and influence.
Putting Mainstream Media to Bed
The consolidation of publishing giants has hit local news particularly hard: According to Northwestern University’s Medill School of Journalism's annual State of Local News Report, more than 3,200 print newspapers have ceased to exist since 2005. Newspapers continue to disappear at a rate of more than two per week; in the past year alone, 130 newspapers have shuttered. All this results in a “news desert” in many parts of the United States.
But perhaps the most pressing issue for traditional media is the erosion of public trust. According to Gallup, only about 16% of Americans have "a great deal" or "quite a lot" of trust in the media. The reasons for this lack of faith are varied, but many Americans believe mainstream outlets (often billionaire-owned) are more concerned with profit-driven agendas, sensationalism, and political bias than with providing objective reporting. In a world where "fake news" has become a buzzphrase, skepticism toward traditional media is at an all-time high.
Independent Journalists and the Rise of Alternative Media
Journalists who were once pillars of mainstream media outlets (e.g., Taylor Lorenz, formerly The Washington Post; Bari Weiss, formerly The New York Times; Christina Farr, formerly NBC News) left their positions due to layoffs or of their own accord to pursue independent journalism. Today, you can find them publishing on platforms like Substack, Beehiiv, YouTube, and personal blogs, bypassing traditional gatekeepers. These sites allow journalists to cultivate niche audiences who are willing to support them financially through subscriptions or donations.
These journalists are not just working outside the traditional media landscape — many are actively critiquing it. Their work often highlights the biases they perceive in mainstream journalism, calling out issues such as growing corporate influence, the lack of ideological diversity, and the trend of "clickbait" reporting. To boot, the overview of Lorenz’s User Mag reads, “The media landscape is broken. User Mag was founded on the belief that journalists should not have to work under the thumb of billionaires who don’t have democracy’s interest at heart.”
By using independent platforms to publish their work, these reporters aim to re-establish the fundamental principles of journalism: transparency, accountability, and truth-telling.
The Implications for Brands and the Communications Industry
In this evolving earned media landscape, the concept of influence is undergoing a transformation. Mainstream media, once seen as the ultimate platform to achieve mass reach, is now just one piece of a larger, more fragmented puzzle. As audiences increasingly turn to alternative media — whether it's niche blogs, podcasts, YouTube channels, independent creators, or industry-specific newsletters — brands must broaden their approach to, and their philosophy towards, media relations and stop viewing these other forms of earned media as “lesser” opportunities.
In this new era, influence is more about target audience engagement than sheer reach. While The New York Times or CNN may have millions of readers or viewers, those audiences tend to be more general and less specific in terms of interests, values, or buying behaviors. In contrast, smaller, alternative outlets, especially those that cater to niche communities, can deliver an audience that’s far more targeted, engaged, and potentially more inclined to believe and buy.
This means PR strategies need to evolve to prioritize depth over breadth. Instead of simply chasing earned media placements in the biggest publications, PR professionals must recognize the potential of smaller, but highly engaged, alternative outlets and actively be on the lookout for new entrants. Then we must counsel our clients and teams to consider how they can tap into these highly specific communities to build meaningful relationships, even if that means forgoing the traditional prestige of a New York Times mention. It also means putting an equal or greater measurement value on the outcome of coverage in such an outlet.
In essence, this requires a shift in how we think about earned media and influence. It’s no longer just about being in the "big papers" or securing coverage with large broadcasters; it’s about understanding the nuances of niche media ecosystems and the potential for brands to form deep, meaningful connections with highly engaged audiences that may be far more valuable from a business or marketing perspective.
The Future of Journalism
The rise of alternative media represents a profound shift in the media landscape. While traditional outlets continue to face financial and credibility challenges, independent journalism offers a potential path forward — one that emphasizes transparency, diversity of thought, and a deeper commitment to truth. As more journalists and readers embrace alternative platforms, the media ecosystem may become more decentralized, more democratic, and, ultimately, more accountable to the public it serves.
It’s crucial to understand the rise of alternative media and its implications for brand communications to stay relevant and effective in the ever-changing world of communications. At Tier One, we’re committed to keeping you informed with the latest trends, insights, and strategies to navigate this new media era.
Ready to start connecting with this new generation of media? Tier One's Earned Media Innovation team can help.
