Dan Pfeiffer: “The reach and influence of corporate legacy media have steadily declined, in part because of the brutal economics facing large media companies. Into that vacuum, a vibrant and rapidly growing independent media sector has emerged.”
“Independent media includes podcasters, Substack writers, YouTubers, influencers, and smaller nonprofit and for-profit outlets—people and organizations operating without the protection or backing of a major corporation.”
“These journalists don’t have the resources of their corporate counterparts. But what they lack in institutional muscle, they make up for in cultural relevance.”
“Independent media increasingly drives the conversation. It is often more trusted. And it is far better positioned to reach younger and less-engaged voters who actually decide elections. That is the superpower of independent media—especially those using TikTok, Reels, and YouTube.”
