Simon Owens's Media Newsletter $10 / month

Simon Owens's Media Newsletter explores the mechanisms behind digital content creation, distribution, and monetization, highlighting the challenges and opportunities within the media and Creator Economy. It covers the impact of technology, audience engagement strategies, the dynamics of publishing, and the evolving landscape of digital media.

Digital Content Strategies Creator Economy Media Consumption Analytics Social Media Platforms Subscription Models Audience Engagement Content Monetization AI and Digital Disruption Publishing Industry Challenges Journalism Trends

The hottest Substack posts of Simon Owens's Media Newsletter

And their main takeaways

How three Morning Brew alums are building their own network of niche media outlets

374 implied HN points • 19 Jun 25

Three former Morning Brew employees started Smooth Media to build a network of niche media outlets. They're focused on unique topics that cater to specific audiences.
They applied what they learned at Morning Brew, expanding into new media formats like podcasts and online content, showing how versatile and scalable media can be.
Their current projects include collaborations with popular creators and the acquisition of established brands, highlighting their ambitious growth plans.

The mainstream media is no longer mainstream

474 implied HN points • 18 Jun 25

💼 Business Media Streaming Influencers E-commerce Subscriptions

Social media has become the main source of news for many Americans, replacing traditional TV. This means independent media now plays a bigger role in shaping public interest and discussions.
Streaming services have officially surpassed traditional TV in viewership. This shift makes it easier for these platforms to become profitable as they continue to attract more and more viewers.
Whatnot, a live shopping app, is gaining popularity and showing that video shopping can work in the U.S. It's interesting to see how social media influencers can generate sales in real-time, something that's been popular in Asia for a while.

Journalists should start building life rafts earlier in their careers

523 implied HN points • 13 Jun 25

🎭️ Culture Media Filmmaking Journalism Content creation Storytelling

Journalists should think about creating their own platforms early in their careers. Having a personal website or newsletter can help them connect better with their audience.
The situation at CNN is uncertain as they transition away from traditional cable. There is a need for major changes to adapt to the future of media.
Support for indie filmmakers is growing, with new partnerships like Tubi and Kickstarter helping fresh talent get their movies made.

An inflection point for the Creator Economy

698 implied HN points • 11 Jun 25

💼 Business Media Advertising Economy Content creation Digital Strategy

The Creator Economy is changing fast, with ads from creators expected to beat traditional media revenue soon. This means that creator-made content could start to look just like what we're used to from big media companies.
There's a new trend in entertainment called microdramas, which are short, quick stories told in one-minute parts. They seem like silly fun, but they're drawing in big audiences and money.
Publishers need to stop relying so much on Google for traffic because it's steadily decreasing. It's time for them to focus on building loyal audiences instead of chasing search engine rankings.

This company is building the world's biggest streaming network for baking creators

449 implied HN points • 06 Jun 25

💼 Business Media Streaming Content creation Marketing Monetization

A company is creating a big streaming network just for baking creators. This could help bakers reach a wider audience and share their skills.
The Washington Post might be trying a new model for publishing more opinion pieces, even from non-professionals. This could attract more readers but might also hurt the paper's reputation if quality drops.
Hollywood should stop viewing YouTube as a competitor and start using it as a way to share content. By partnering with YouTube, traditional media can reach more viewers and monetize better.

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The diminishing returns of commodity news content

399 implied HN points • 04 Jun 25

📰 News Journalism Media Digital Content Trends

News content that simply repeats information is losing its value. Outlets need to focus more on original reporting and deep analysis to stay relevant.
Many successful YouTube journalists started at Vox, where they learned to tell stories creatively through video. Their experience helps them connect better with online audiences.
Artists have mixed feelings about AI. Some feel it steals their work, but others see it as a helpful tool to create faster and tackle misinformation quickly.

Google throws publishers a bone

399 implied HN points • 28 May 25

💼 Business Media Publishing Streaming Technology Journalism

Google's Discover feature is helping some publishers offset losses from search traffic. This shift shows that not all platforms are the same and offers a small boost to those adapting.
Ghost, a publishing platform, has hit a milestone with over $100 million in subscription revenue. This highlights the growing importance of independent platforms for publishers.
The growing popularity of IMAX theaters is great for premium experiences, but it could hurt traditional cinemas. It's a tricky balance between offering luxury options and keeping it affordable for everyone.

YouTube's last white whale

249 implied HN points • 30 May 25

💼 Business Media Publishing Marketing Content creation Advertising

YouTube is growing stronger as more creators make high-quality scripted shows, competing with Hollywood. This shift shows that digital platforms can produce professional-level content and attract large audiences.
Moving companies are now partnering with influencers to promote their services, which is a clever way to save money for both sides. It highlights the power of social media in marketing, even for unexpected industries.
Local news organizations are debating whether to keep paywalls. One paper is trying to be open about its finances, showing that transparency might help them connect better with their audience.

Two quick questions for my paid subscribers

99 implied HN points • 28 May 25

🎭️ Culture Media Communication Feedback Surveys Engagement

It's important to get feedback from your audience to improve your content. Asking questions helps understand what people like or want more of.
Checking in with subscribers can keep them engaged and show that you care about their opinions. This builds a stronger connection with your audience.
Offering a way for paid subscribers to share their thoughts can provide valuable insights. It helps creators tailor their work to better meet the needs of their supporters.

The internet is about to be reshuffled

673 implied HN points • 17 Jan 25

💼 Business Media industry Content creation Advertising Streaming services Economic Trends

When TikTok shuts down, a lot of users might turn to other platforms instead. This could create big opportunities for content creators who need to act quickly to capture the new audience.
Many media companies struggle to see the true value of their employees. Freelance creators are finding success on platforms like Substack, showing that they can earn more outside traditional jobs.
Spotify's move into audiobooks has helped it attract new listeners and grow its business. This shift is seen as one of the smartest decisions among streaming services, providing more value to subscribers.

The biggest creators are no longer in the merch business

648 implied HN points • 08 Jan 25

💼 Business Media Creators Ecommerce Streaming Content Strategy

Top creators are moving away from selling low-quality merch and focusing on high-quality products that can compete with retail brands. This shift is about attracting a broader market beyond just their fans.
Apple News has a huge user base and is likely the biggest source of traffic for traditional news outlets after Google. It highlights the importance of being present on major platforms to drive audience engagement.
The current sports streaming landscape is complicated, with fans needing multiple subscriptions to access all games. A more straightforward solution could improve viewer experience and access to content.

This Colorado food writer came up with a novel way to monetize his content

474 implied HN points • 30 Jan 25

🍲 Food & Drink Food Writing Restaurant Reviews Local news Culinary culture Content Monetization

A food writer created a unique way to fund his newsletter by partnering with a limited number of local restaurants as sponsors. This allows him to focus on writing instead of chasing advertisers.
He offers these sponsors exclusive benefits, like guaranteed features in his newsletter and opportunities to promote events. This makes them feel special and helps build a strong community around local food.
His success shows that other local news startups can follow this model. By catering to a niche audience and offering personalized advertising, they can thrive despite limited resources.

The paywall dilemma

399 implied HN points • 12 Feb 25

💼 Business Media Trends Creator Economy Subscription Models Digital Platforms Content Strategy

Hiding articles behind a paywall can lower subscription rates. Many readers feel they've gotten enough info from just the headline and first few lines, so they don’t feel the need to pay.
The creator economy is growing, with many people earning six-figure incomes from smaller audiences. This means that you don’t need a huge following to be successful anymore.
Media companies, like BuzzFeed, are shifting to build their own social networks. This helps them keep audiences engaged on their own platforms and improves their chances of future success.

Why Substack is trying to lure in TikTok creators

474 implied HN points • 24 Jan 25

💼 Business Media Creators Advertising Digital Transformation Content Strategy

Substack is aiming to attract TikTok creators by offering a $20 million fund to help them transition to the platform without losing money. This shows their desire to expand beyond just newsletters into multimedia content.
Progressive media outlets might benefit from creating more non-political content to engage a broader audience. Mixing politics with entertainment could reach viewers who wouldn't typically seek out political content.
The New Yorker has successfully transitioned to digital by becoming profitable and expanding its staff. This success story highlights how legacy media can adapt and thrive in the changing landscape.

Why is Spotify held to a different standard than Meta?

449 implied HN points • 29 Jan 25

💼 Business Media industry Digital Media Content Strategy Creator Economy

Spotify pays a lot to music rights holders, $10 billion in a single year, helping revive the music industry. Yet, artists still criticize Spotify more than they do other platforms like Meta, which pay much less to creators.
There's a big shift from traditional media to independent outlets, as many journalists are launching their own platforms instead of staying with legacy media. This trend shows a growing frustration with mainstream media's control over narratives.
When platforms share revenue with creators, like Fortnite does, it encourages more content and benefits everyone. But relying on AI for content can lead to low-quality output that doesn't hold much value.

Have you published your 100 pieces of content?

324 implied HN points • 14 Feb 25

💼 Business Media Content creation Advertising Local news Digital economy

Making 100 pieces of content is important for creators. Each piece helps them improve and grow their skills.
Local news can succeed with unique content that people are willing to pay for. New models, like those used by Mill Media, are proving this strategy works.
YouTube's rise in TV viewership is changing advertising dynamics. It's becoming a more attractive platform for brands, leading to more revenue for creators.

Boring niches are extremely valuable

349 implied HN points • 06 Feb 25

💼 Business Media Monetization Publications Trends

Boring niches in media can be very profitable, as they often provide unique insights that larger publications may overlook. This means that publications focusing on less glamorous topics can attract a dedicated audience.
There's a dilemma in the media about whether to prioritize quality journalism or profitability. Some outlets might keep their paywalls but cut back on original content, which might affect their credibility.
Short-form content, like mini dramas, is gaining traction and proving successful in markets like China, hinting that there may be untapped potential for similar formats elsewhere.

Embrace the content grind

349 implied HN points • 05 Feb 25

💼 Business Media Content creation Streaming Advertising Monetization

Consistency is key for creators. It's important to keep creating and improving, even when you don't see immediate results.
YouTube is becoming more dominant in content creation due to its strong revenue sharing model, making it hard for other platforms to compete for talent.
Tubi’s strategy of offering free content while avoiding expensive originals is smart. It focuses on generating ad revenue without needing big-budget shows.

How 1440 scaled its newsletter to 4 million subscribers

374 implied HN points • 23 Jan 25

💼 Business Media Marketing Entrepreneurship Growth Strategies Content creation

Understanding the true value of a newsletter subscriber is crucial. Knowing how much revenue each subscriber brings helps in making smart decisions about how much to spend on acquiring new subscribers.
Growing a newsletter takes strategic planning and iteration. Utilizing feedback from early subscribers and constantly improving the product can lead to high engagement and retention.
Expanding beyond email can unlock new growth opportunities. Creating a platform for educational content helps connect curious learners with valuable resources, while also providing more inventory for advertisers.

The newsletter platform wars heat up

548 implied HN points • 18 Dec 24

💼 Business Media Entrepreneurship Streaming Content creation Subscription Models

The newsletter market is competitive as platforms like Substack and Beehiiv fight for creators. Beehiiv aims to help creators monetize with ads better than Substack, which focuses on subscriptions.
Big media companies see theatrical releases as a way to boost streaming views. They think that cinema buzz can lead to more interest in streaming the same content later.
Forbes is moving away from freelance writers due to changes in Google's policies. They're focusing more on their internal content to adapt to new search engine challenges.

There’s more room for niche “Morning Brew for X” newsletters

523 implied HN points • 20 Dec 24

💼 Business Media Newsletters Subscriptions Content Strategy

Niche newsletters are on the rise, like the 'Morning Brew for X' concept, targeting specific industries and interests. This means there are more opportunities for unique content in less-covered areas.
Substack's features can help writers grow their audiences, despite some criticisms. Many have seen real engagement and subscriber growth through the platform's tools.
There's a growing market for ghostwriters, as more CEOs and creators seek to produce content. This demand indicates a strong interest in professional storytelling and brand-building.

Why news publishers will probably never solve their keyword blocking problem

449 implied HN points • 03 Jan 25

💼 Business Media Advertising Marketing Content creation Technology

News publishers struggle with keyword blocking, which prevents ads from appearing next to even safe content. This leads to a loss of potential revenue, as brands avoid placing ads near any political content.
Affiliate links can be affected by browser extensions like Honey, which may replace original links with their own. This means creators might miss out on commissions they rightly earned.
Sports team social media managers are often underpaid compared to other industries, despite the high demands of the job and the expectation of constant engagement.

How Hollywood streamers should work with YouTubers

324 implied HN points • 31 Jan 25

💼 Business Media Marketing Advertising Content creation Streaming

Hollywood streamers are looking to collaborate more with popular YouTubers, especially for unscripted projects. They might save money by licensing existing creators' content rather than creating new shows.
Facebook groups are filling the gap left by local newspapers, providing communities with news and updates. However, these groups might lack the accuracy and depth of professional journalism.
TikTok, especially BookTok, is driving more people to visit physical bookstores like Barnes & Noble. It's interesting how the platform encourages in-person shopping instead of just online sales.

The end of the live streamer mega deals

399 implied HN points • 10 Jan 25

💼 Business Media Streaming Marketing Content creation Publishing

Many livestreamers who signed huge contracts with platforms like YouTube and Mixer are now returning to Twitch as their contracts end. It shows a shift back to where they started, highlighting the unpredictable nature of streaming deals.
Podcasts, especially video podcasts, are growing in value and popularity. They offer creators a chance to reach more people and compete better with big media, but they still aren't fully recognized by traditional media companies.
Apple TV+ is cleverly marketing its shows by giving away earlier seasons for free on platforms like Roku. This approach can attract new subscribers and create buzz for upcoming seasons, but not all streaming services are doing this.

How Scott Porch helps podcasters grow and monetize their audiences

349 implied HN points • 13 Jan 25

🎙 Podcasts Marketing Monetization Growth Strategies Audience engagement

Scott Porch helps podcasters grow their audiences and make money. He connects them with advertising networks and helps them put their shows on YouTube.
Growing a podcast can be tough because many advertising networks only work with shows that have a big following. Scott helps smaller shows get to the next level by fixing issues and improving strategies.
He believes strongly in paid subscriptions for podcasts. The easier you make it for listeners to subscribe, the more likely they are to do it, especially on platforms like Apple Podcasts.

How Eric Newcomer scaled his startups newsletter into a $2 million business

499 implied HN points • 06 Dec 24

💼 Business Entrepreneurship Startups Tech Media Revenue Models

Eric Newcomer started a newsletter focused on startups and venture capital, which has become very successful. He went from traditional journalism to creating his own business.
His newsletter is projected to earn $2 million a year, mostly from events he hosts. This shows that live events can be great for generating income.
Working closely with a wealthy audience helped him grow his business. Being focused on a specific, affluent group made his newsletter more appealing and profitable.

How TikTok's For You feed made audience monetization harder

324 implied HN points • 15 Jan 25

💼 Business Media industry Digital marketing Audience engagement Content creation Monetization Strategies

TikTok's For You feed makes it easier for smaller creators to get noticed but harder to build a loyal audience. Creators are now focusing on platforms like podcasts and newsletters to connect better with fans.
Beehiiv is trying to attract independent journalists by offering benefits like health insurance and financial support. This approach is similar to a past initiative from Substack that aimed to boost its platform's visibility.
The Washington Post has seen a drop in traffic and revenue, largely due to changes in how social media platforms share political content. To grow again, they might need to explore new topics beyond just politics.

The Creator Economy's paradigm shift

449 implied HN points • 13 Dec 24

💼 Business Media Economy Marketing Technology Startups

The Creator Economy is becoming more powerful than traditional media. Creators are now shaping cultural conversations more than ever before.
Teen moms on TikTok are making lots of money and changing how people view their lives. Social media allows them to support their families and break stereotypes.
Podcasts are growing in popularity and are being watched on TVs. This means video versions of podcasts could get more viewers who enjoy watching them at home.

Is there life after CNN? Chris Cillizza hopes so

623 implied HN points • 05 Nov 24

🇺🇸 U.S. Politics Political Analysis Media Impact Journalism Social media

Getting fired can be really tough and emotional, and people can be unkind about it online. It’s normal to feel a mix of shame and anxiety after losing a job.
After leaving CNN, Chris Cillizza started his own Substack newsletter and YouTube channel. He is trying to build a new career as an independent content creator and finds some success there.
He misses the camaraderie of working in a newsroom but is learning that his new path can also provide fulfillment and revenue on his own terms.

When will the sports media bubble pop?

274 implied HN points • 21 Jan 25

🎾 Sports Media Broadcasting Streaming Content Strategy Audience engagement

The sports media market is becoming really expensive for fans because cable bundles that used to help pay for sports are fading away. Many believe this bubble will burst, leading leagues to lower their prices and possibly stream games themselves.
There's a growing niche in media, with some focused newsletters and channels doing well by targeting very specific interests. This shift shows that unique, dedicated content can attract a loyal audience.
For media companies, it’s essential to focus on both new material and evergreen content. By promoting older content, businesses can keep viewers engaged and drive more traffic.

Google opens another traffic spigot for publishers

449 implied HN points • 22 Nov 24

💼 Business Media Advertising Publishing Finance Technology

Google Discover is now a major source of traffic for publishers, but it may lead to less meaningful connections with their audiences. Publishers often end up serving low-quality ads to visitors who leave quickly.
Podcasters are looking to change the trend of having the same guests on many shows to make interviews more unique and engaging. Many hosts are tired of recycled content that doesn’t stand out.
Apple is starting to sell ads in Apple News directly, which could mean more revenue for publishers. This shift may help Apple balance its user privacy principles with the need to generate advertising income.

This politics newsletter was almost destroyed by Facebook's algorithm changes

349 implied HN points • 12 Dec 24

🇺🇸 U.S. Politics Media Business Technology Subscription Advertising

Facebook's algorithm changes can seriously hurt online businesses. It happened to a politics newsletter that lost a lot of traffic and income overnight.
Switching to a subscription model helped save the newsletter. This change allowed them to focus on their loyal readers instead of just chasing traffic.
Building a direct relationship with subscribers is important. It helps secure income and creates a more dedicated community around the content.

Why the largest creators are bypassing traditional book publishers

374 implied HN points • 03 Dec 24

🎭️ Culture Media Entertainment Publishing Digital Social media

Many big creators are skipping traditional book publishers. They can earn much more money by self-publishing their books instead.
Companies are starting to focus more on engaging their subscribers through mobile apps. This helps keep people interested and less likely to cancel subscriptions.
Creators like Kai Cenat are making huge money through platforms like Twitch. This shows how individuals can now earn as much as, or more than, traditional celebrities.

Why Spotify is struggling to copy YouTube's playbook

424 implied HN points • 15 Nov 24

🕹 Technology Streaming Media Podcasts Digital Publishing Influencers

Spotify wants to be like YouTube by creating more video podcasts, but it's facing challenges. Many podcasts are hosted on different platforms, which makes it hard for Spotify to control everything.
YouTube grew its ad business by having both video hosting and distribution. Spotify is trying to bring podcasters to its own platform, but many are reluctant to let one company have so much power.
The shift in how Google ranks websites is affecting smaller publishers a lot. Many are losing traffic because the new updates target what Google considers 'low quality' sites.

Google traffic is overrated

449 implied HN points • 08 Nov 24

Google traffic may not be as valuable as people think. It often brings in visitors who leave quickly and don't engage with the content.
Despite shorter attention spans, the book industry still thrives. People still enjoy getting lost in a good story or topic.
Independent creators are finding new ways to build and maintain their audiences. Some are moving towards products or memberships instead of relying solely on traffic from search engines.

All content should flow toward newsletter signups

349 implied HN points • 19 Nov 24

💼 Business Media Entrepreneurship Marketing E-commerce Finance

Good content should always encourage people to sign up for newsletters. This helps creators grow their audience and make money.
You can succeed on platforms like Substack even if you start with no followers. Many people have built their subscriber base from scratch.
Partnerships can help you grow faster. Teaming up with established brands can lead to more visibility and subscribers.

Why HBO's YouTube windowing strategy didn't work

124 implied HN points • 19 Feb 25

💼 Business Media Technology Subscription Marketing Content

HBO's attempt to delay posting John Oliver clips on YouTube didn't help boost views on their streaming service Max. They found that audiences are happy to wait for free content.
Investing in original reporting is key for media outlets as AI grows. Those that focus on unique content will likely thrive, even as AI potentially takes some traffic.
There is increasing competition in the book industry as alternatives to Amazon emerge, with readers and authors seeking more choices and less dependence on a single platform.

Semafor proved the haters wrong

399 implied HN points • 23 Oct 24

💼 Business Media Entrepreneurship Advertising Digital Subscriptions

Semafor has grown significantly in just two years, with over 80 staff members and 750,000 newsletter subscribers. They stayed focused on key topics, keeping their costs low while attracting a valuable audience.
Costco's magazine is more popular than many big-name publications because it delivers useful tips and highlights its vendors. It shows how a focused approach can yield success.
Political Wire's successful subscription model offers extra content and perks for loyal readers. Building a strong community can really help in retaining subscribers.

The influencer holy grail

249 implied HN points • 11 Dec 24

💼 Business Media Marketing Influencers Investment Journalism

Influencers want to create content that mixes cooking, fashion, and home decor. This mix attracts sponsors and gives a chance to sell lots of different products to followers.
Local news is struggling, and a small yearly investment could help fix it. Just a bit of money could ensure every county in the US has a local news journalist.
A newsletter called Sunday Long Read became popular by curating long-form articles. It shows how a focused idea can attract a loyal audience and even expand into new areas like podcasts.

Sudden internet fame is warping teenagers' lives

324 implied HN points • 25 Oct 24

🎭️ Culture Social media Media influence Cultural impact

Teenagers can become famous on the internet very quickly. This sudden fame can change how they see themselves and how others treat them.
Being famous online brings real-life challenges that these young people might not be ready to handle. It can affect their daily lives and relationships.
Society needs to understand this new type of fame better. It's something that has never happened at this scale before, and it’s important to talk about its effects.