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From motivation to money tips: How to build a creator-journalism business
By Kris Seavers, NPCJI training program coordinator
In a tumultuous time for journalism, entering the creator economy is an enticing option for many reporters wanting to tell stories independently and innovatively.
"News Reimagined: The Creator Journalism Summit" addressed some of the challenges and opportunities that reporters and newsrooms face in this emerging landscape. The event, produced by the Institute and URL Media, was held earlier this month at the National Press Club.
Speaking to aspiring and current creator-journalists were Michael Jones, founder of political news outlet Once Upon a Hill, which includes a twice-daily newsletter about Congress, and Ryan Y. Kellett, a veteran reporter and co-founder of The Independent Journalism Atlas, a digital directory of independent journalists and creators.
Here are key takeaways from their sessions.
Take a chance on yourself
One of the biggest obstacles to becoming an independent journalist or creator is having the confidence to start. Jones shared a belief that “choosing yourself,” rather than waiting for external permission or validation, is the way to create opportunities.
Reporters may ask themselves, “When is someone going to choose me? When will people stop looking over me?” But the answer could be never.
Jones relayed a personal example: Through an arduous process, he made a case for himself to become the first Substack publisher — and is still the only Black independent journalist — to gain accreditation by a congressional press gallery.
Do you believe you can give a talk, write a newsletter, or secure a brand deal? Do it, Jones said.
Weave your personal narrative into your brand
As the designer of “Going Solo,” a professional development course, Kellett is an expert in teaching traditional journalists the tools and strategies to launch their independent creator businesses.
One of the most important mindset shifts, he said, is to take on the role of founder and use personal narratives to strengthen your brand. He understands that journalists are often comfortable staying behind the camera or the pen, but the creator business requires an injection of personality.
“You are more interesting and worthy than you think,” Kellett said, encouraging creator-journalists to invite followers into their lives — without oversharing. He also noted that identifying yourself as uniquely positioned to cover a niche is a “growth lever” that can take your business to the next level.
To help journalists find their personal brand, Kellett invited attendees to message three friends or colleagues and ask them, “How would you describe me to someone who does not know me? How would you describe my work, or tell my story?”
He said this exercise helps lay the foundation for creating, and eventually selling, your work as a business owner.
Build systems to sustain work habits
After the excitement and adrenaline of starting a project comes the hard work to see it through. Jones described the mundanity of reporting on the congressional beat: waiting in hallways, staking out to catch a glimpse of a politician, writing on deadline every day, and competing fiercely with major news outlets.
But for Jones, those seemingly small moments are where the true creativity emerges.
“I love the mundane,” he said. “I obsess over the ordinary. The things that people don’t want to do are the things that I love.”
He also described developing a system to sustain work habits, even on days when you don’t feel like working or when you’re tired. As your own boss, you don’t have a choice. But having a checklist, knowing your own standards for when a project is complete, and prioritizing the process over motivation will put the work into motion.
Consistent and reliable content output, he added, will build trust with your audience and create loyal customers.
Charge more than you think
For journalists exploring creator revenue models — from subscriptions to contracted work — there inevitably comes the question of how to price one’s work. Kellett offered the advice that selecting an “anchor revenue stream,” or the primary way you’ll make money, will ground your business.
Kellett encouraged newly independent reporters to adopt an “abundance mindset” for setting prices. “If in doubt, add [to the price],” he said. “It almost never changes whether someone pays.”
Jones added that having a highly specific niche, like his own work covering Congress, is the best way to set yourself apart from the competition.
“Go deeper,” Jones said. “That’s where the magic is. That’s where the money is.”
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