{"id":10778,"date":"2026-04-13T08:00:00","date_gmt":"2026-04-13T12:00:00","guid":{"rendered":"https:\/\/cnti.org\/cnti-news\/\/"},"modified":"2026-06-02T08:58:09","modified_gmt":"2026-06-02T12:58:09","slug":"making-money","status":"publish","type":"post","link":"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/making-money\/","title":{"rendered":"Struggling to build sustainable revenue"},"content":{"rendered":"\n<div class=\"wp-block-gridible-grid-container gridible-row gridible-row--flex gridible-row__all-start gridible-row__md-start gridible-row__lg-start gridible-row__all-reverse-column gridible-row__md-standard gridible-row__lg-standard gridible-row__sm-start gridible-row__sm-reverse-column\">\n<div class=\"wp-block-gridible-grid-column gridible-col gridible-col__12 gridible-col__md-6 gridible-col__lg-6 gridible-col__sm-12\">\n<p class=\"wp-block-paragraph\" id=\"h-\">Financial sustainability is a challenge for <a href=\"https:\/\/cnti.org\/reports\/enabling-a-sustainable-news-environment-a-framework-for-media-finance-legislation\/\">journalism as a whole<\/a>, not just for indie info providers. Beyond the organizational level, individual journalists in legacy newsrooms are also <a href=\"https:\/\/medium.com\/centerforcooperativemedia\/we-asked-new-jersey-journalists-about-their-pay-heres-what-they-told-us-0b9c07e1e808\">struggling financially<\/a>. And starting a small business in any arena isn\u2019t easy: <a href=\"https:\/\/www.chamberofcommerce.org\/small-business-statistics\/\">half of all small businesses<\/a> fail within five years. In that context, it is particularly important to understand whether, and how, indie info providers are making money.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-grid-column gridible-col gridible-col__12 gridible-col__md-6 gridible-col__lg-6 gridible-col__sm-12\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-9-16 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Understanding US Indie Info Providers: Making Money\" width=\"422\" height=\"750\" src=\"https:\/\/www.youtube.com\/embed\/Cdf7oWCiCu8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-group has-shade-4-background-color has-background is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<details class=\"wp-block-mbm-innerblock-accordion is-layout-flow wp-block-mbm-innerblock-accordion-is-layout-flow\">\n<summary class=\"wp-block-mbm-innerblock-accordion-title\">\n<h4 id=\"h-why-and-how-we-did-this\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-echo-font-size\" style=\"margin-right:var(--wp--preset--spacing--50);margin-bottom:0px;line-height:1.25\">Why and how we did this<\/h4>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--open\"><div class=\"icon-container\" style=\"width:32px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg width=\"32\" height=\"32\" viewBox=\"0 0 32 32\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-label=\"Open accordion\"><rect width=\"32\" height=\"32\" rx=\"16\" fill=\"black\"><\/rect><path d=\"M17 10.5V15H21.5H22.5V17H21.5H17V21.5V22.5H15V21.5V17H10.5H9.5V15H10.5H15V10.5V9.5H17V10.5Z\" fill=\"#F9F6F2\"><\/path><\/svg><\/div><\/div>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--closed\"><div class=\"icon-container\" style=\"width:32px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg width=\"32\" height=\"32\" viewBox=\"0 0 32 32\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-label=\"Close accordion\"><rect width=\"32\" height=\"32\" rx=\"16\" fill=\"black\"><\/rect><path d=\"M22.5 17H21.5H10.5H9.5V15H10.5H21.5H22.5V17Z\" fill=\"#F9F6F2\"><\/path><\/svg><\/div><\/div>\n<\/summary>\n\n\n\n<div class=\"wp-block-mbm-innerblock-accordion-body\">\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>Note on terminology<\/strong><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">There is no consensus on terminology, even among our interviewees. We primarily use the term &#8220;indie info provider&#8221; and sometimes &#8220;creator-journalist,&#8221; which was the term used in our survey and interviews. If anything, creator-journalists are a subset of indie info providers: they have journalism backgrounds and typically see themselves as journalists, even if they don\u2019t use the term publicly. Both terms appear throughout the report to refer to the same group: \u201c<em>people who are working to provide verified factual information with a personality- or voice-driven brand that leverages the creator economy.\u201d <\/em>That definition encompasses a tremendous amount of variation.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>Why we did this<\/strong><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">According to our <a href=\"https:\/\/cnti.org\/2024-public-survey\/news-organizations\/\">research<\/a>, about one in five people in the United States get news from individuals rather than organizations, and it\u2019s more common for younger people to get news and information this way. A glut of <a href=\"https:\/\/digiday.com\/media\/former-substack-creators-say-theyre-earning-more-on-new-platforms-that-offer-larger-shares-of-subscription-revenue\/\">new platforms<\/a> and technological tools also make it easier to run a solo or small info provider business.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">Featuring individual voices over institutional brands has been paying dividends in terms of both audience trust and the flexibility to try out different formats, tools and platforms. <a href=\"https:\/\/niemanreports.org\/news-influencers-content-creators-social-media-journalism\/\">Legacy media<\/a> is paying attention to this trend and newsrooms like <a href=\"https:\/\/wpcreator.washingtonpost.com\/\">The Washington Post<\/a> and <a href=\"https:\/\/espnpressroom.com\/us\/press-releases\/2025\/08\/espn-signs-katie-feeney-as-sports-and-lifestyle-content-creator\/\">ESPN<\/a> are now partnering with indie info providers.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">To date, <a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/news-creators-influencers\/2025\">research<\/a> on this trend has largely focused on the broader landscape of content creators, including entertainers, politicians and other creators who do not necessarily focus on informing their audiences. And most research to date has focused on content sourcing and linking strategies. To enable a future for a plurality of fact-based sources that readers and viewers find relevant, our project sheds light on who indie info providers are, and how they approach their role in the broader news landscape.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>How we did this<\/strong><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">In partnership with <a href=\"https:\/\/projectc.biz\/\">Project C<\/a>, CNTI recruited 43 adults in the U.S. to take a screening survey and chose 26 for a 60- to 90-minute virtual interview. CNTI selected interviewees to represent a range of professional backgrounds. This report is based primarily on insights from the interviews, with data from the survey as a secondary source.&nbsp;<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">In keeping with Project C\u2019s focus, most interviewees were former journalists \u2014 but we prioritized interviewing people from non-journalism backgrounds, and we were able to interview science communicators, subject-matter experts and civic-minded community members without journalism experience. Throughout this report we call out contrasting examples that suggest larger differences between former journalists and indie info providers from other backgrounds. We also spotlight examples from indie info providers outside our sample, where relevant to point to the broader diversity of backgrounds and experiences.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">In interviews, we asked participants about their backgrounds and motivations, audience engagement, their relationships with other indie info providers and legacy news outlets, platforms and algorithms, revenue and business strategies, and their view of success and satisfaction with their own work.&nbsp;<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">We developed codes using a bottom-up and iterative approach as themes emerged through the analysis. Code categories largely reflected the range of interview topics as well as the addition of the broader themes \u201cfreedom\u201d and \u201csmall business owner.\u201d These methods provide richness and depth; however, it\u2019s not possible to generalize about the frequency of behaviors from these interactions, so we limit our use of quantitative terms to our interviewees throughout this report.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">CNTI research and professional staff prepared this report. This project was made possible by the financial support of the Lenfest Institute and a second anonymous donor.<\/p>\n<\/div>\n<\/details>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-almost-nobody-we-interviewed-is-making-all-of-their-money-as-indie-info-providers-only-about-half-are-making-significant-money\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong>Almost nobody we interviewed is making all of their money as indie info providers. Only about half are making significant money<\/strong>.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Just three interviewees said that they could fully fund their lifestyle with the content they create while 10 said they could partially fund their lifestyle and 12 said they could not do so at all. The results were similar among the total pool of survey respondents: 23 out of 43 said they can\u2019t fund their lifestyle at all as an indie info provider.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-cover is-light has-border-color has-shade-4-border-color has-shade-1-color has-text-color has-link-color wp-elements-4547884fc6648b20e274ddaa91deb486\" style=\"border-width:30px;border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-left-radius:0px;border-bottom-right-radius:0px;margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30);padding-top:17px;padding-right:0;padding-bottom:17px;padding-left:0;min-height:181px;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-shade-4-background-color has-background-dim-100 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<p class=\"wp-block-paragraph\">It is worth noting that there are many personality-driven former journalists doing quite well financially, such as <a href=\"https:\/\/www.instagram.com\/donlemonofficial\">Don Lemon<\/a>, <a href=\"https:\/\/www.youtube.com\/@TheJoyReidShow\">Joy Reid<\/a> and <a href=\"https:\/\/chriscillizza.substack.com\/\">Chris Cillizza<\/a>. These three also had long and high-visibility careers in legacy media, so they\u2019re far from typical.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s important to recognize that financial success is much more difficult and much less common than the best-known names make it look.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:26px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"It's rare for interviewees to earn enough to live on.\" aria-label=\"Bar Chart\" id=\"datawrapper-chart-4GEQi\" src=\"https:\/\/datawrapper.dwcdn.net\/4GEQi\/1\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"310\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">window.addEventListener(\"message\",function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}});<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:26px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.pewresearch.org\/short-reads\/2025\/05\/07\/growing-share-of-us-adults-say-their-personal-finances-will-be-worse-a-year-from-now\/\">Like a large \u2014 and growing \u2014 number of U.S. adults<\/a>, these indie info providers worry about their finances. About half of the interviewees worry about meeting their expenses, describing cash flow and finances in general as one of their greatest challenges. (Financial struggles are also a <a href=\"https:\/\/medium.com\/centerforcooperativemedia\/we-asked-new-jersey-journalists-about-their-pay-heres-what-they-told-us-0b9c07e1e808\">growing reality<\/a> for journalists in legacy newsrooms.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For many we spoke with, providing information to others is primarily a passion project, at least for now. These interviewees are relying on a partner\u2019s income, a \u201cday job,\u201d or personal savings as a backstop. Some of them would be happy for it to remain a part-time project, but most either \u201c<em>hoped<\/em>\u201d or were taking active steps to create a financially viable business out of this work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Freelancing and consulting are the most common sources of outside income. Most see this work as separate from their indie info provider business rather than part of it. In some cases, their freelance work is in a separate but related field, like PR or marketing; in others, they provide consulting to help clients make decisions related to their beat.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-many-of-the-interviewees-are-just-starting-to-see-themselves-as-small-business-owners\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong>Many of the interviewees are just starting to see themselves as small business owners<\/strong>.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">More than half of the interviewees spontaneously described themselves as \u201c<em>entrepreneurs<\/em>\u201d or \u201c<em>small business owners<\/em>\u201d during the course of our conversations.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For most, the realization that they are small business owners was a watershed moment that changed their self-understanding. As one person put it, <em>\u201cI had no idea I was going to be running a business\u201d<\/em> when they started creating content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seeing themselves as small business owners helps them think about their work in terms of brand, product and the needs they are meeting. It takes a <em>\u201cmindset shift\u201d <\/em>from<em> \u201cjust knowing you get paid every two weeks to now being like, \u2018Oh, no. I need to actually tell people, y&#8217;all need to pay for this.\u2019\u201d <\/em>For many of them, that mindset shift feels like work in progress. Those who had management experience or had worked in fields outside journalism found this way of thinking less jarring.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-the-competitive-pressure-of-building-a-distinct-viable-brand-converges-with-difficulty-self-assessing-value-discomfort-with-self-promotion-and-imposter-syndrome\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong>The competitive pressure of building a distinct, viable brand converges with difficulty self-assessing value, discomfort with self-promotion and imposter syndrome<\/strong>.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Articulating the economic value of journalism is a long-standing challenge: CNTI\u2019s 2024 survey found that <a href=\"https:\/\/cnti.org\/surveys\/what-it-means-to-do-journalism-in-the-age-of-ai-journalist-views-on-safety-technology-and-government\/definitions\/\">almost half of participating journalists<\/a> think the industry is failing to communicate its value to the public. <a href=\"https:\/\/www.pewresearch.org\/journalism\/2026\/02\/11\/few-say-americans-have-a-responsibility-to-pay-for-news\/\">Less than one in ten<\/a> U.S. adults thinks they have a responsibility to pay for news, and they believe that the industry is in much better financial shape than it is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For many interviewees, especially former journalists, those challenges are compounded by a lack of skill or experience in pricing and marketing their value. In other words, they have a hard time asking for money. Sometimes that\u2019s made worse by <em>\u201cimposter syndrome,\u201d <\/em>which four interviewees called out by name. They know there\u2019s a lot of content out there, and while they want to be paid, they can\u2019t shake the idea that other content is better or more deserving. Some of them are waiting to build a more consistent posting schedule or a heftier archive before they ask for money.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-for-interviewees-monetizing-this-work-can-feel-fundamentally-at-odds-with-the-desire-to-share-information-even-when-financial-viability-depends-on-it-many-wonder-how-they-can-put-a-price-on-something-that-feels-like-a-public-service-even-when-payment-is-optional\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong><strong>For interviewees, monetizing this work can feel fundamentally at odds with the desire to share information, even when financial viability depends on it. Many wonder how they can put a price on something that feels like a public service, even when payment is optional<\/strong><\/strong>.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">For most of the interviewees, success is about the mission, not just the money. Only five people defined success in primarily financial terms \u2014<em> \u201cbeing self-sufficient\u201d <\/em>or<em> \u201chaving enough money to do what you want to do.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rest emphasized their mission-related goals, like \u201c<em>creating something meaningful that people are talking about<\/em>\u201d or \u201c<em>helping a community see themselves represented.<\/em>\u201d Most of the mission-related responses explicitly defined success in terms of both financial and mission goals. As one interviewee said, <em>\u201cIf I can figure out how to build a sustainable positive business covering [beat], if I can figure out what the trick is, I can help somebody who wants to cover K-12 education or foreign policy or trans health issues.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For many, especially former journalists, asking for payment sometimes feels at odds with their overall goals. They want to see a broad and diverse set of content, but they also<em> \u201cdon&#8217;t think consumers can support everybody having their own little independent thing.\u201d <\/em>This framing implies that a paywall is the primary business model \u2014 but in truth, that isn\u2019t the only option. One interviewee described their own business as \u201c<em>a NPR model where most people pay because they believe in the mission rather than specific content or what&#8217;s behind the paywall.\u201d <\/em>This person has a robust subscription business that employs multiple people, even though the only paywalled subscriber benefit is behind-the-scenes content.&nbsp;<br>Asking for money, even on an opt-in basis, can also feel uncomfortable when money is tight for their audiences, <a href=\"https:\/\/dicktofel.substack.com\/p\/thinking-through-the-hardest-business?utm_source=substack&amp;publication_id=261598&amp;post_id=187864970&amp;utm_medium=email&amp;utm_content=share&amp;utm_campaign=email-share&amp;triggerShare=true&amp;isFreemail=true&amp;r=2ihpy9&amp;triedRedirect=true&amp;mc_cid=8d54e2d768&amp;mc_eid=28b77bbee9\">a problem they share with legacy publishers.<\/a> Two indie info providers in particular \u2014 one who provides actionable insights for job seekers and another who reports for an ethnic diaspora \u2014 reflected that their audiences don\u2019t have much disposable income, which made it difficult to rely on paywalled subscriptions, mission-based donations or advertising dollars. As a third indie info provider observed, <em>\u201cWriting for a wealthy group of people is the only way at this point, as far as I can tell, to run a media business. &#8230; 90% of media businesses just write for upper-middle-class people if not just upper-class people.\u201d <\/em>This person, one of the most financially successful interviewees, had worked in management roles in legacy media before launching their current venture; their underlying model relies more heavily on making B2B connections than on a paywall or direct reader revenue.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-less-than-one-in-three-interviewees-has-a-formal-or-developed-business-strategy-right-now-successful-revenue-models-depend-largely-on-the-type-of-audience-they-re-reaching\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong><strong>Less than one in three interviewees has a formal or developed business strategy. Right now, successful revenue models depend largely on the type of audience they\u2019re reaching<\/strong><\/strong>.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">All interviewees have at least some awareness about potential sources of revenue, but there is tremendous variation in the sophistication of interviewees\u2019 business strategies. A plurality (12 people) expressed only vague goals such as<em> \u201cgetting sponsorships\u201d <\/em>or<em> \u201cI&#8217;m just going to see how far I can take this and what&#8217;s supported by the market.\u201d This<\/em> group included several people who were not actively trying to do creator work full-time. A second group (seven people) described measurable goals they could use to assess their success and revisit their plans, such as reaching a certain number of subscribers or a certain level of revenue, but they lack either concrete plans or a sense of trade-offs between different sources of revenue.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another set of seven people laid out a more fully developed revenue strategy, or at least had revenue front and center, such as one who explained that <em>\u201cwith almost any decision that we make, I want to understand how this leads to revenue.\u201d <\/em>Within this group, some shared pretty complex strategies, including multiple tiers of access or detailed explanations of their customer funnel. Notably, every single person in this group had held jobs beyond reporting. Even so, two of this group of seven still said they were making very little money. One of them was relatively new to this work and was still building out a plan, while the other was evaluating how to ensure a longer-term passion project could bring in more financial value.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-group has-shade-4-background-color has-background is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<details class=\"wp-block-mbm-innerblock-accordion is-layout-flow wp-block-mbm-innerblock-accordion-is-layout-flow\">\n<summary class=\"wp-block-mbm-innerblock-accordion-title\">\n<h4 id=\"h-the-deep-dive-revenue-and-audience\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-echo-font-size\" style=\"margin-right:var(--wp--preset--spacing--50);margin-bottom:0px;line-height:1.25\">The deep dive: revenue and audience<\/h4>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--open\"><div class=\"icon-container\" style=\"width:32px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg width=\"32\" height=\"32\" viewBox=\"0 0 32 32\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-label=\"Open accordion\"><rect width=\"32\" height=\"32\" rx=\"16\" fill=\"black\"><\/rect><path d=\"M17 10.5V15H21.5H22.5V17H21.5H17V21.5V22.5H15V21.5V17H10.5H9.5V15H10.5H15V10.5V9.5H17V10.5Z\" fill=\"#F9F6F2\"><\/path><\/svg><\/div><\/div>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--closed\"><div class=\"icon-container\" style=\"width:32px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg width=\"32\" height=\"32\" viewBox=\"0 0 32 32\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-label=\"Close accordion\"><rect width=\"32\" height=\"32\" rx=\"16\" fill=\"black\"><\/rect><path d=\"M22.5 17H21.5H10.5H9.5V15H10.5H21.5H22.5V17Z\" fill=\"#F9F6F2\"><\/path><\/svg><\/div><\/div>\n<\/summary>\n\n\n\n<div class=\"wp-block-mbm-innerblock-accordion-body\">\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">Speaking broadly, interviewees aim to reach four largely distinct types of audience which impact revenue strategy:<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>B2B<\/strong>: These indie info providers meet a clear need for a defined group of professionals. Those who serve a niche group can charge high fees for both subscriptions and premium advertising. Those who serve a broader set of professionals set subscription fees lower, but a high proportion of their audience is willing to pay.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>Geographical<\/strong>: These indie info providers offer hyper-local news or meet a clear regional niche. Those who are doing best financially combine local advertising and event-listing revenue with subscriptions or memberships. They spend a lot of time networking with other local small businesses, which pays off in the form of advertising dollars.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>Interest-based<\/strong>: These indie info providers report on a relatively narrow interest or hobby, with clear guardrails around what content is on- or off-topic. Sponsorships are effective for some of them, and at least one is looking into affiliate marketing, but most expressed concern about articulating clear ethical guardrails for these forms of revenue.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>Identity-based<\/strong>: These indie info providers report for communities defined by identity traits, such as sexuality or ethnicity. They have a more difficult time monetizing their work than others.<\/p>\n<\/div>\n<\/details>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-shade-4-background-color has-background is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<details class=\"wp-block-mbm-innerblock-accordion is-layout-flow wp-block-mbm-innerblock-accordion-is-layout-flow\">\n<summary class=\"wp-block-mbm-innerblock-accordion-title\">\n<h4 id=\"h-the-deep-dive-making-money\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-echo-font-size\" style=\"margin-right:var(--wp--preset--spacing--50);margin-bottom:0px;line-height:1.25\">The deep dive: making money<\/h4>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--open\"><div class=\"icon-container\" style=\"width:32px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg width=\"32\" height=\"32\" viewBox=\"0 0 32 32\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-label=\"Open accordion\"><rect width=\"32\" height=\"32\" rx=\"16\" fill=\"black\"><\/rect><path d=\"M17 10.5V15H21.5H22.5V17H21.5H17V21.5V22.5H15V21.5V17H10.5H9.5V15H10.5H15V10.5V9.5H17V10.5Z\" fill=\"#F9F6F2\"><\/path><\/svg><\/div><\/div>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--closed\"><div class=\"icon-container\" style=\"width:32px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg width=\"32\" height=\"32\" viewBox=\"0 0 32 32\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-label=\"Close accordion\"><rect width=\"32\" height=\"32\" rx=\"16\" fill=\"black\"><\/rect><path d=\"M22.5 17H21.5H10.5H9.5V15H10.5H21.5H22.5V17Z\" fill=\"#F9F6F2\"><\/path><\/svg><\/div><\/div>\n<\/summary>\n\n\n\n<div class=\"wp-block-mbm-innerblock-accordion-body\">\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>Advertising works well for niche professional audiences and local news.<\/strong><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">Six interviewees said they make a fair bit of income from advertising and sponsorships, using a variety of business models. Two creators have audiences that are valuable to luxury advertisers either because of their wealth or because of their niche profession, three creators who work in local news have a regular rotation of ads from local businesses, and one person whose beat includes consumer goods makes money on sponsored content. In all of these cases, indie info providers deal directly with advertisers rather than using intermediaries like Google or Meta, which handle <a href=\"https:\/\/www.fastcompany.com\/90861689\/how-20-years-of-googles-adsense-changed-the-internet\">the lion\u2019s share of digital advertising<\/a>.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">Another 14 interviewees described challenges making money through advertising and sponsorship. Four were unhappy with platform-associated services that were supposed to provide ads: the ads offered were not a good fit for the audience, or there weren\u2019t enough options. One of them went so far as to say those ads would end up losing money by chasing subscribers away. Four indie info providers expressed discomfort with asking for money or said that it wasn\u2019t effective for them; three more said they are actively trying to grow their advertisers. Two raised ethical concerns with whole categories of advertisers, which limited their opportunities, particularly through intermediaries.<\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>Subscriptions can work for a wide range of indie info providers \u2014 but they\u2019re most lucrative for professional audiences.<\/strong><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">Out of 26 interviewees, 15 said that at least some of their subscribers pay a monthly or annual subscription fee. Most of those who shared pricing with us said that a monthly subscription costs between $5 and $20, typically with a discount for annual subscribers. Several indie info providers who offer a niche product for a professional audience offer a four- or five-digit subscription tier for access to specific content. Only two interviewees said they had a hard paywall for all or nearly all their content; others typically paywall older content, if any content at all. Four interviewees expressed tension between their mission and a paywall: these indie info providers offer behind-the-scenes or older content to subscribers but feel that it is important to offer informational or educational content to everyone. As one of them noted,<em> \u201cNews is so important it should not be gated \u2026 [but] news is not free to produce.\u201d<\/em><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\"><strong>It\u2019s challenging to find the \u201c<em>third pillar<\/em>\u201d of funding.<\/strong><\/p>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0px\">Only a small number of interviewees have found a stable source of revenue outside of advertising and reader revenue that is still related to their content creation. A few consult on projects directly related to this work, four receive speaker fees regularly and two run events or festivals. Two others stand out: one sells software related to their reporting and uses some paywalled games to drive subscriptions, and the other serves as a broker for market research, connecting their professional audience to paid opportunities for a finder\u2019s fee.<\/p>\n<\/div>\n<\/details>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:0px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:41px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-solving-the-business-problem-isn-t-just-a-matter-of-training-there-are-also-opportunities-for-collaborations\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong>Solving the business problem isn\u2019t just a matter of training; there are also opportunities for collaborations.<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">These interviews clearly reflect a need for skill-building around business strategy and revenue generation. In addition to skill-building, there\u2019s also an opportunity for forms of support that didn\u2019t even come up in these conversations \u2014 perhaps because it does not yet exist at scale. Specifically, collaborations and collectives could help indie info providers build leverage to negotiate with sponsors, distribution platforms and others. Rather than limiting themselves to pre-existing options that could change at any time and have an outsized impact on their ability to monetize, indie info providers could use collaboratives and collectives to improve the overall ecosystem and make it more entrepreneur-friendly. The overall ecosystem would also benefit from more widespread options that rely on open-source and open-protocol software, such as Ghost or BlueSky.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:26px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-cover is-light\" style=\"min-height:396px;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-secondary-3-background-color has-background-dim-100 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<h4 id=\"h-the-legacy-journalism-connection\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\"><strong>The legacy journalism connection<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Interviewees would love to build strong financial partnerships with legacy media, but most don&#8217;t see how.<\/strong> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A small number of indie info providers have regular contributor roles as a columnist or a creator-in-residence. While many others love the idea, they do not see it as feasible for them. In their experience, newsrooms are possessive and see them as competitors. They also worry about having ideas stolen after a pitch, giving up their hard-won creative control, or being asked to collaborate for exposure rather than cash. As one person wryly observed, <em>\u201cI\u2019m friends with your sports writer, I\u2019m not friends with your publisher. If you want me to do things for you, you need to pay me.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A handful of interviewees, mostly former journalists, freelance for other outfits or want to pitch those outlets, but they see those relationships as freelance work-for-hire rather than true collaborations.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:46px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h4 id=\"h-continue-reading\" class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family\">Continue Reading<\/h4>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/going-solo\/\">Going Solo<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/about-this-study\/\">About This Study<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/cnti.org\/reports\/understanding-us-indie-info-providers\/participating-creators\/\">Participating Creators<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.youtube.com\/playlist?list=PLP-1Z12I4zMybXcTPPpkPXiXTFRZ-3AnY\">Creator Videos<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-primary-2-background-color has-background wp-element-button\" href=\"https:\/\/cnti.org\/reports\/south-africa-indie-info-providers\/\">Companion Report: South Africa<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Indie info providers are struggling to build sustainable revenue. Interviewees have similar financial challenges to both legacy journalism and other new small businesses.<\/p>\n","protected":false},"author":16,"featured_media":0,"parent":10715,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-no-image","format":"standard","meta":{"_acf_changed":false,"_mbm_post_meta_color_slug":[],"_mbm_featured_category_id":"76","inline_featured_image":false,"_mbmamp_team_author_id":[7825,7891,7905],"footnotes":""},"categories":[76],"tags":[],"cnti-focus-area":[],"cnti-topic":[],"class_list":["post-10778","post","type-post","status-publish","format-standard","hentry","category-reports"],"acf":{"cnti_article_quick_read_link_file":{"simple_value_formatted":"","value_formatted":"","value":"","field":{"ID":0,"key":"field_6609f4b7a6240","label":"Quick Read","name":"cnti_article_quick_read_link_file","aria-label":"","prefix":"acf","type":"file","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"group_6609f4b72d6a1","wrapper":{"width":"","class":"","id":""},"return_format":"array","library":"all","min_size":"","max_size":"","mime_types":"","allow_in_bindings":1,"_name":"cnti_article_quick_read_link_file","_valid":1}},"cnti_article_full_report_file":{"simple_value_formatted":"<a href=\"https:\/\/cnti.org\/wp-content\/uploads\/2026\/04\/US-Indie-Info-Providers_CNTI-1.pdf\" target=\"_blank\">US-Indie-Info-Providers_CNTI-1<\/a>","value_formatted":{"ID":11037,"id":11037,"url":"https:\/\/cnti.org\/wp-content\/uploads\/2026\/04\/US-Indie-Info-Providers_CNTI-1.pdf","title":"US-Indie-Info-Providers_CNTI-1","alt":"","description":"","caption":"","mime_type":"application\/pdf","type":"application","subtype":"pdf","icon":"https:\/\/cnti.org\/wp-includes\/images\/media\/document.png"},"value":"11037","field":{"ID":0,"key":"field_6609f53ba6241","label":"Full Report","name":"cnti_article_full_report_file","aria-label":"","prefix":"acf","type":"file","value":null,"menu_order":1,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"group_6609f4b72d6a1","wrapper":{"width":"","class":"","id":""},"return_format":"array","library":"all","min_size":"","max_size":"","mime_types":"","_name":"cnti_article_full_report_file","_valid":1}},"cnti_article_parallel_study_sneak_peek_file":{"simple_value_formatted":"","value_formatted":"","value":"","field":{"ID":0,"key":"field_69dce511d7a57","label":"Parallel Study: Sneak Peek","name":"cnti_article_parallel_study_sneak_peek_file","aria-label":"","prefix":"acf","type":"file","value":null,"menu_order":2,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"group_6609f4b72d6a1","wrapper":{"width":"","class":"","id":""},"return_format":"array","library":"all","min_size":"","max_size":"","mime_types":"","allow_in_bindings":1,"_name":"cnti_article_parallel_study_sneak_peek_file","_valid":1}},"post_audio_embed":{"simple_value_formatted":"","value_formatted":"","value":"","field":{"ID":0,"key":"field_68e438d2c1796","label":"Add audio embed iFrame","name":"post_audio_embed","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"group_68e438d1a3701","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","_name":"post_audio_embed","_valid":1}},"post_guest_author":{"simple_value_formatted":"<code><em>This data type is not supported! 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href=\"https:\/\/cnti.org\/reports\/south-africa-indie-info-providers\/\" target=\"_blank\" rel=\"noreferrer noopener\">South African Indie Info Providers<\/a>","value_formatted":{"title":"South African Indie Info Providers","url":"https:\/\/cnti.org\/reports\/south-africa-indie-info-providers\/","target":"_blank"},"value":{"title":"South African Indie Info Providers","url":"https:\/\/cnti.org\/reports\/south-africa-indie-info-providers\/","target":"_blank"},"field":{"ID":0,"key":"field_68e7ddda4abb7","label":"Select Post & Set Heading","name":"cnti_toc_headings_alt_link","aria-label":"","prefix":"acf","type":"link","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e7dd974abb4","wrapper":{"width":"","class":"","id":""},"return_format":"url","allow_in_bindings":0,"parent_repeater":"field_68e7dd974abb4","_name":"cnti_toc_headings_alt_link","_valid":1}},"cnti_toc_headings_alt_description":{"simple_value_formatted":"The 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