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

Why HBO's YouTube windowing strategy didn't work

124 implied HN points • 19 Feb 25
💼 Business Media Technology Subscription Marketing Content
  1. 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.
  2. 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.
  3. 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.

Have you published your 100 pieces of content?

324 implied HN points • 14 Feb 25
💼 Business Media Content creation Advertising Local news Digital economy
  1. Making 100 pieces of content is important for creators. Each piece helps them improve and grow their skills.
  2. 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.
  3. 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.

The paywall dilemma

399 implied HN points • 12 Feb 25
💼 Business Media Trends Creator Economy Subscription Models Digital Platforms Content Strategy
  1. 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.
  2. 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.
  3. 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.

Boring niches are extremely valuable

349 implied HN points • 06 Feb 25
💼 Business Media Monetization Publications Trends
  1. 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.
  2. 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.
  3. 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
  1. Consistency is key for creators. It's important to keep creating and improving, even when you don't see immediate results.
  2. 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.
  3. Tubi’s strategy of offering free content while avoiding expensive originals is smart. It focuses on generating ad revenue without needing big-budget shows.
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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
  1. 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.
  2. 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.
  3. 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.

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
  1. 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.
  2. 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.
  3. 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.

How Hollywood streamers should work with YouTubers

324 implied HN points • 31 Jan 25
💼 Business Media Marketing Advertising Content creation Streaming
  1. 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.
  2. 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.
  3. 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.

Why Substack is trying to lure in TikTok creators

474 implied HN points • 24 Jan 25
💼 Business Media Creators Advertising Digital Transformation Content Strategy
  1. 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.
  2. 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.
  3. 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.

The internet is about to be reshuffled

673 implied HN points • 17 Jan 25
💼 Business Media industry Content creation Advertising Streaming services Economic Trends
  1. 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.
  2. 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.
  3. 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.

How 1440 scaled its newsletter to 4 million subscribers

374 implied HN points • 23 Jan 25
💼 Business Media Marketing Entrepreneurship Growth Strategies Content creation
  1. 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.
  2. 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.
  3. 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 biggest creators are no longer in the merch business

648 implied HN points • 08 Jan 25
💼 Business Media Creators Ecommerce Streaming Content Strategy
  1. 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.
  2. 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.
  3. 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.

When will the sports media bubble pop?

274 implied HN points • 21 Jan 25
🎾 Sports Media Broadcasting Streaming Content Strategy Audience engagement
  1. 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.
  2. 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.
  3. 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.

How Scott Porch helps podcasters grow and monetize their audiences

349 implied HN points • 13 Jan 25
🎙 Podcasts Marketing Monetization Growth Strategies Audience engagement
  1. Scott Porch helps podcasters grow their audiences and make money. He connects them with advertising networks and helps them put their shows on YouTube.
  2. 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.
  3. 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.

The end of the live streamer mega deals

399 implied HN points • 10 Jan 25
💼 Business Media Streaming Marketing Content creation Publishing
  1. 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.
  2. 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.
  3. 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 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
  1. 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.
  2. 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.
  3. 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.

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
  1. 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.
  2. 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.
  3. 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.

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

523 implied HN points • 20 Dec 24
💼 Business Media Newsletters Subscriptions Content Strategy
  1. 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.
  2. 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.
  3. 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.

The newsletter platform wars heat up

548 implied HN points • 18 Dec 24
💼 Business Media Entrepreneurship Streaming Content creation Subscription Models
  1. 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.
  2. 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.
  3. 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.

The Creator Economy's paradigm shift

449 implied HN points • 13 Dec 24
💼 Business Media Economy Marketing Technology Startups
  1. The Creator Economy is becoming more powerful than traditional media. Creators are now shaping cultural conversations more than ever before.
  2. 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.
  3. 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.

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
  1. 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.
  2. 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.
  3. 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.

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
  1. Facebook's algorithm changes can seriously hurt online businesses. It happened to a politics newsletter that lost a lot of traffic and income overnight.
  2. Switching to a subscription model helped save the newsletter. This change allowed them to focus on their loyal readers instead of just chasing traffic.
  3. 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
  1. Many big creators are skipping traditional book publishers. They can earn much more money by self-publishing their books instead.
  2. Companies are starting to focus more on engaging their subscribers through mobile apps. This helps keep people interested and less likely to cancel subscriptions.
  3. 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.

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
  1. 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.
  2. 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.
  3. 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.

Google opens another traffic spigot for publishers

449 implied HN points • 22 Nov 24
💼 Business Media Advertising Publishing Finance Technology
  1. 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.
  2. 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.
  3. 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.

The influencer holy grail

249 implied HN points • 11 Dec 24
💼 Business Media Marketing Influencers Investment Journalism
  1. 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.
  2. 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.
  3. 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.

Why Spotify is struggling to copy YouTube's playbook

424 implied HN points • 15 Nov 24
🕹 Technology Streaming Media Podcasts Digital Publishing Influencers
  1. 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.
  2. 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.
  3. 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
  1. 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.
  2. Despite shorter attention spans, the book industry still thrives. People still enjoy getting lost in a good story or topic.
  3. 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
  1. Good content should always encourage people to sign up for newsletters. This helps creators grow their audience and make money.
  2. You can succeed on platforms like Substack even if you start with no followers. Many people have built their subscriber base from scratch.
  3. Partnerships can help you grow faster. Teaming up with established brands can lead to more visibility and subscribers.

Brands are really eager to sponsor live events

224 implied HN points • 06 Dec 24
💼 Business Media Sponsorship Events Marketing Sports
  1. Brands are very interested in sponsoring live events. This means companies see value in connecting with people in person.
  2. The NFL is becoming a huge media player, making billions from TV rights and producing lots of its own content. They're seen as one of the most valuable media properties globally.
  3. B2B media is on the rise, especially after the pandemic, as more businesses are looking to connect in person through events and other platforms.

Semafor proved the haters wrong

399 implied HN points • 23 Oct 24
💼 Business Media Entrepreneurship Advertising Digital Subscriptions
  1. 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.
  2. 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.
  3. 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 return of Office Hours

274 implied HN points • 11 Nov 24
💼 Business Entrepreneurship Marketing Networking Content creation Subscription Models
  1. Office Hours were popular and let paid subscribers ask questions and share ideas with each other. Many enjoyed the experience of chatting, even more than hearing from guest speakers.
  2. The original format created a lot of pressure, making it hard to keep it going. The goal now is to make it more relaxed and simpler for everyone involved.
  3. The new plan is to hold Office Hours about twice a month, focusing on open discussions rather than just featured guests. This change aims to create a fun, networking-like atmosphere.

Another cable news star goes the independent route

249 implied HN points • 12 Nov 24
🇺🇸 U.S. Politics Media Elections Streaming Subscriptions Entrepreneurs
  1. More cable news stars are leaving traditional networks to start their own independent projects, like podcasts and video channels. This shows a trend toward building direct connections with audiences.
  2. Companies like CNN are facing challenges as they try to shift their focus from linear TV to digital platforms. They have a big advantage with a large news-gathering team, but changing the company culture will be tough.
  3. Media outlets are seeing a spike in subscriptions whenever notable political events happen, like elections. Publications are trying to leverage these moments, hoping for increased support similar to past trends.

Sudden internet fame is warping teenagers' lives

324 implied HN points • 25 Oct 24
🎭️ Culture Social media Media influence Cultural impact
  1. Teenagers can become famous on the internet very quickly. This sudden fame can change how they see themselves and how others treat them.
  2. 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.
  3. 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.

Facebook has become a punchline

299 implied HN points • 30 Oct 24
🕹 Technology Social media AI Podcasts Media industry Digital Trends
  1. Facebook is now seen as a joke, filled with low-quality content that doesn't engage users seriously.
  2. Feminist blogs that were popular in the 2010s are largely gone now, leaving a gap in discussions about women's rights.
  3. Political campaigns increasingly use social media influencers to promote candidates, often without clear rules, which can mislead voters.

When hosting the world's most popular podcast is not enough

324 implied HN points • 18 Oct 24
🎙 Podcasts Media industry Subscriber growth Digital Strategy Audience engagement
  1. Alex Cooper is not just about hosting a popular podcast; she wants to build a whole media empire. Her ambition shows that success goes beyond just one project.
  2. The Boston Globe has successfully increased its digital revenue by having both free and paywalled content. This approach helps attract a wider audience while also generating income.
  3. Bloomberg Media is trying to keep its subscribers happy by launching a Weekend Edition. This shows how important it is for media companies to find new ways to engage their audience and reduce churn.

How to market a book in the age of TikTok

299 implied HN points • 23 Oct 24
📚 Literature Publishing
  1. Authors can now connect directly with their readers through platforms like Substack and TikTok, making it easier to build an audience.
  2. The book market is very competitive since there are more books published each year, but there are also new opportunities like podcasts for authors to promote their work.
  3. Key strategies for selling books include choosing the right cover, working with influencers, and using targeted advertising, especially on Amazon.

Join me for a live call on Thursday

49 implied HN points • 06 Jan 25
💼 Business Entrepreneurship Media Networking Online Courses Content creation
  1. There will be a live Zoom call for subscribers to learn about building media businesses. It's a chance to ask questions and interact with successful media entrepreneurs.
  2. The call is scheduled for Thursday, January 9th at 11 AM. This is a great opportunity for those interested in media to gain insights from experienced guests.
  3. Only paid subscribers can join the call, ensuring a focused and engaging environment for discussion and learning.

How the Money for the Rest of Us podcast built a six figure membership platform

74 implied HN points • 19 Dec 24
💼 Business Podcasts Finance Membership SaaS Investing
  1. David Stein used clever marketing tricks to grow his podcast audience by adding other popular podcast names to his metadata. This helped him reach over 20 million downloads.
  2. His podcast led to a successful membership community where listeners pay around $450 a year, making it a six-figure revenue source.
  3. Stein is now expanding into a SaaS platform for individual investors, offering them tools for better financial analysis, which he sees as a scalable business model.