What experts are saying about the move to emerging media

Welcome to the era of journalists becoming creators and creators becoming journalists. The media landscape is evolving at an unprecedented rate and this is just one way it’s changing how we consume information and who we trust to deliver it. This evolution was the focus of our latest Praytell Pulse podcast episode, where we sat and yapped with two industry experts: Lia Haberman, a creator economy analyst and educator, and Starr Bowenbank, an entertainment writer whose work has appeared in Cosmopolitan, InStyle, and Billboard.

They painted a clear picture of an industry in transition—one where traditional media outlets are racing to adapt to new platforms, and creators are learning what it means to navigate an influx of brand interest typically reserved for legacy publishers. Below, we explore some of the biggest takeaways from our conversation.

“Slowly, then all at once": The Rise of the Creator Economy

Our chat kicked off with a compelling parallel to the Hemingway quote: “How do you go bankrupt? Slowly, then all at once." A man so ahead of his time, it seems, because you could say the same about the rise of the creator economy. It simmered beneath the surface for years before rapidly emerging into the mainstream.

“If you're in the space, you kind of had an idea that it was coming," said Haberman. “But I do think that it has accelerated since summer 2024 to now very quickly."

Bowenbank added that TikTok played a pivotal role in “changing the way that we consume information"—both in entertainment and hard news. "Because of that, traditional news outlets have had to play catch-up in ways they weren’t prepared for."

The News Outlets That Get It

With traditional and social media colliding, some legacy publishers are adapting while others are struggling.

“I worked at Cosmopolitan, and that is a place that did have emerging social platform editors and directors," Bowenbank noted. “Any time there was a trend going viral on TikTok, we weren’t just relying on social editors. The news side was involved too, ensuring that we were capturing those stories in real time."

Haberman also gave credit to journalists pioneering the shift, likeDave Jorgenson at The Washington Post, whose TikTok presence has introduced younger audiences to the formerly-known-as-traditional-media brand. “My kid came to me and said, ‘Oh yeah, the guy from The Washington Post,’ and I was like, ‘How do you know The Washington Post?’ And he was like, ‘Oh, he's the funny guy on TikTok.’ That’s impressive."

The “Journalist vs. Creator" Debate Is Over

For years, [traditional] media narratives framed the rise of independent creators as a battle against journalism. But both Haberman and Bowenbank agree the industry is moving toward a hybrid model where journalists are embracing social media as part of their professional toolkit.

“Almost every journalist now has an element of being a creator," Haberman said. “They’re on TikTok, they’re on Instagram, they’re on Substack. Some are going independent, but many are keeping their traditional media jobs while building personal platforms."

For Bowenbank, this shift is not always easy. “Sometimes as a journalist, you want to maintain your privacy. But as we become more integrated with social media, it’s just becoming inevitable."

The PR Deluge: Are Creators Ready?

With great influence comes a great amount of email, snail mail, and DMs for independent creators. A new challenge for them, but one journalists have been dealing with for years. “Creators have the luxury of cherry-picking who reaches out to them," Bowenbank explained. “But they’re not ready for the sheer volume of emails that journalists receive daily."

Haberman added that the traditional PR-to-journalist relationship isn’t yet established in the creator space. “Publicists are used to pitching ideas, not just products. Right now, creators might just ignore those messages because they don’t see the value in them yet. That’s going to put more work on PR teams to find ways to truly connect."

What Brands Need to Understand About Niche Audiences

One of today’s biggest media misconceptions: audience size = influence. Both Bowenbank and Haberman argued that smaller, engaged communities often hold more value than massive but passive audiences.

“I’ve worked at outlets with 40-50 million monthly readers," Bowenbank shared. “But when I checked the backend data, the engagement wasn’t as deep as you’d expect. Meanwhile, a creator with 5,000 highly engaged Substack subscribers can have a much stronger influence."

Haberman agreed, emphasizing the importance of loyalty metrics. “If a creator’s audience is opening their newsletter every week and buying whatever they recommend, that’s powerful. It’s just harder to quantify than impressions."

Looking Ahead: Embracing the Change

We started with Hemingway, so it only makes sense to end with Darwin—it’s time to “adapt or die.” There’s no playbook or precedent for this new era, but there are countless opportunities. Brands who embrace them will thrive, brands who don’t won’t survive. 

“Things are constantly changing," Haberman reflected. “Instead of rejecting the shift, we should focus on media literacy, fact-checking, and bridging the gap between traditional journalism and creator-led content."

For Bowenbank, optimism lies in seeing journalists and creators use their platforms to educate and inform. “I love it when people use their voices to spread awareness in meaningful ways. That’s something worth celebrating."

As media continues to evolve, one thing is clear: the future belongs to those who can adapt. Whether it’s journalists embracing social media or brands learning how to engage niche creators, success will come to those willing to remix their traditional playbooks and meet audiences where they already are.

Tune into the full Praytell Pulse episode here to get the rest of the expert breakdown firsthand.