The New Titans of Media
Meet 90+ creators shaping the future of tech media. Discover what they’re building, why it matters, and how you can connect with the innovators redefining how we consume information.
The future of media isn’t arriving — it’s already here.
Remember the early days of blogging — before Substack, Beehiiv, and Kit — when we’d casually publish straight to our own websites? That world has changed. New platforms now let creators turn ideas into real businesses and build direct relationships with their audiences.
Substack has partly led that shift. Thousands of writers now use it to publish, and readers are becoming more intentional about who they follow. We’re not just consuming content anymore — we’re supporting creators, becoming fans, and even becoming paid subscribers.
In June, Substack’s traffic even surpassed The Wall Street Journal and CBS News. Meanwhile, traditional media faces headwinds. Journalists are going independent, and once-dominant outlets like TechCrunch are losing influence. The old model is fading fast — and creators are taking the lead. The shift is only likely going to grow from here as we become more picky who we consume information from and who we trust.
Why is this happening? Traditional media hasn’t really changed much over the past decades and with the rise of social platforms, a new era of social users are changing how information is consumed. If we look at the past U.S. election — something very different happened: the U.S. Presidential candidates all went on podcast shows as that’s where the young generation today are consuming news from creators who they trust. And finally, when one of the largest venture firms launches a New Media Fellowship — times are obviously changing.
The below graph shows Substack overtaking The WSJ and CBS News in monthly traffic.
How creators make money — and why it works
Creators have something legacy media never had: flexibility in how they monetize.
Subscriptions, brand deals, ads, affiliates, courses, UGC, royalties — creators aren’t limited to a single revenue stream. They can adapt quickly, double down on what resonates, and shift away from what doesn’t. Agility is a superpower.
Legacy media, by contrast, is still dominated by ads and subscriptions — slow, rigid models that make experimentation difficult.
But revenue is only part of the story. The real advantage?
Creators build trust.
They:
Form direct, loyal relationships with their readers
Share focused, niche content with high engagement
Offer personal, relevant insights — not broad, generic articles
In a world where attention is fragmented and trust is scarce, those qualities win.
How can you use creators?
The way information reaches people is shifting faster than ever. Creators are quickly becoming the new media powerhouses — yet there’s still so much untapped potential in how they work and how you can partner with them. Here are a few ideas worth keeping in mind for when you’re ready to collaborate with creators:
1. Breaking Stories & Launch Moments
Exclusive First Look: Give key creators early access to your product to generate controlled hype.
Creator-Hosted Livestream: Let a creator run your launch countdown—real-time, high-engagement, and infinitely more authentic than a brand-run event.
2. UGC That Doesn’t Feel Like Ads
UGC Challenge: Invite your audience to show creative ways they use your product; highlight the best on your channels.
Creator Remix: Send your product to micro-creators and compile their “spin” into a montage ad.
3. Native Advertising That Converts
Integrated Placement: Have creators naturally feature your product inside their routine content.
Creator Voiceover Ad: Let them narrate the ad in their own tone—higher trust, higher conversion.
4. Storytelling That Explains, Not Sells
Behind-the-Scenes Demo: A creator walks through how they genuinely use your product.
Problem → Solution: A short, relatable narrative that highlights value without forcing it.
5. Reviews & Social Proof
Honest Review Series: Transparency builds trust—even when there are small critiques.
Before & After: Share progress over time—visually powerful and high-retention.
6. Community Engagement
Creator-Led Q&A: Let creators answer questions about your product live.
Giveaway Collaboration: Boost reach and engagement with coordinated cross-promotion.
Creators aren’t “another channel.” They’re becoming the center of gravity for modern distribution.
To help you navigate this fast-changing landscape, we’ve curated a list of standout newsletters and creators leading the conversation across key sectors.
Meet the most promising newsletters and creators
To help you navigate this shift, we’ve curated a list of 90+ standout Substack creators across key technology categories:
Marketing & GTM – Strategies and tactics for founders and operators.
Engineering – Insights on all things engineering.
Post-Legacy Media – Former journalists who’ve gone independent.
Startups & Venture Capital – Coverage of startups, funding, and the VC ecosystem.
Careers – Newsletters focused on career growth and opportunities.
Product – Tactics, trends, and news in product management.
Climate – Specialized coverage of climate tech and impact.
Consumer – Everything consumer tech.
Fintech – Deep dives into financial technology and innovation.
Semiconductors – Focused analysis of the semiconductor space.
Finance – For finance leaders and CFOs.
AI – Our largest category, featuring top voices in artificial intelligence.
*Disclaimers: These newsletters are only hosted on Substack. Substack has not paid us to do this post.
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Discover the most promising 90+ creators covering tech media