Journalists' personal brand is worth more than employer-owned platform

The growth of the independent journalist community will continue in 2026. The email newsletter, once the preserve of retired beat reporters, is now a viable mid-career option. In the capital, Jim Waterson with London Centric and in Wales, Will Hayward with his newsletter, have converted large online followings into thriving editorial operations, each with dedicated audiences willing to pay for specialist knowledge and insight. Others will follow. 

This is not easily replicated by those in the career foothills. The most successful independent journalists will be those with an established "must-read/must-watch" reputation. Although limited job opportunities will emerge to support their growth.

Big-name journalists are watching this success closely, realising their personal brands may no longer be dependent on employer-owned platforms. Expect a few household names to jump ship, taking their specialist beats to a new world of personal-branded newsletters, podcasts, talks and social feeds.

Recognising the role creators play in the news industry, more legacy publishers will follow the lead of outlets like The Times to showcase in-house expertise in ways that mimic the creator sector. But repackaging your star columnists brings only limited gains in reach and engagement. 

Focused channel management - step forward the Daily Mail - is one answer. Although the real opportunity for audience growth may lie beyond the newsroom team. Watch for job ads featuring "head of creator relations" roles. Common in marketing, these functions will help news organisations build communities of creators with shared values, forging editorial and content partnerships - and on occasion presenting uncomfortable challenges to the rules of church and state.  

FT Strategies and RISJ valiantly mapped these news creator communities last year, yet a "wild west" remains, where influencers are not journalists at all, just people with loyal followings who, sometimes, discuss the news.

The next year will see growing opportunities for the entrepreneurs and educators who support fact-based creator communities, from editorial and production skills to audience, platform and monetisation expertise. Although we will have to accept that not everyone buying their services will be carrying a journalism certificate.