👋 Hi Reader,
You might have thought, with all the ChatGPT-written content and AI slop you see on LinkedIn and Google, companies might be moving entirely to AI for spinning up content, right?
Thor Ragnarok GIF
Not exactly. The brands who get content, also understood that original well-research content will cut right through AI slop like a fine knife through butter. So they doubled down on editorial content in 2025. How? By luring erstwhile traditional journalists and news editors to come build the next wave of new-age media.
Noah Greenberg from Stacker has been covering this shift with “trad-media” talent moving to new-age media like newsletters (yay!) specifically Substack for a while now - see his recent LinkedIn post for reference.
He may not be the only one reporting on this shift. Personal finance (with the whole YMYL trend) and consumer apps have hit the right chords fast. Robinhood is building Sherwood News as a definitive go-to for all things finance, and Rachel Karten does a fantastic job on covering the social media marketer Day-In-Life with lot of delightful statistics in her newsletter Link In Bio.
But other sectors are not far behind. Emily Oster has been able to build a massive following with ParentData and its expansive pool of health experts too.
ParentData Homepage
How do I jump on this bandwagon?
Well, start backing your long-form content with data. If the product user base or the community you are writing to loves data-backed stories, embed insights about the topic you are discussing, with credible quotes from experts, which would build trust in your audience.
Build the story with data, and subscribers will come.
Or something like that. I must be fumbling that ‘Field of Dream’s reference.
What do you folks think? Hit “Reply” and let us know your thoughts on this topic.
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