The Future of Media: Insights from Substack Cofounder Hamish McKenzie

We are living in an era where information is both abundant and chaotic, making us question the role of media in our lives. With the emergence of new platforms, could we be on the brink of a transformative revolution in how we consume content?

Media Disruption: A New Age

In a world that feels increasingly disconnected, it is crucial to acknowledge the profound media disruption we are currently experiencing. This transformation parallels the invention of the printing press, catalyzing a new era that influences everything from political polarization to the role of algorithms in shaping our narratives. The old media systems, which once held a tight grip on information dissemination, have crumbled under the weight of modern technology and societal change.

"We're living in the most significant media disruption since the printing press." — Hamish McKenzie

Historically, media was a top-down structure, often likened to a temple, where a handful of gatekeepers dictated the flow of information. People consumed news through regular rituals—morning newspapers at breakfast, radio broadcasts during commutes, and evening television news before dinner. This stability, although clear and familiar, limited diverse viewpoints and marginalized emerging voices.

Today, the rise of the internet and social media has drastically altered this landscape, leading to a chaotic free-for-all where anyone can speak and share their thoughts. While this democratization carries clear benefits, it has also centralized power within a few massive platforms. How do we navigate this noisy ecosystem to find reliable voices and meaningful information?

Enter "The Garden"

At the forefront of this media evolution is a concept Hamish McKenzie describes as “the garden.” This metaphorical garden represents a decentralized ecosystem of independent voices flourishing under a new paradigm that prioritizes creators and their relationships with audiences.

In this garden, platforms like Patreon, Substack, and Twitch are not just distribution channels; they are burgeoning communities fostering genuine connections. They empower creators financially, allowing them to build relationships based on trust rather than manipulation by algorithms or advertisers. The focus shifts from grabbing fleeting attention to nurturing a more engaged, loyal audience.

As McKenzie explains, this transition mirrors past technological advances. Just as electricity required a supporting grid before transforming society, our new media landscape needs economic independence as its missing power network. Only then can creators grow sustainably and enrich the broader culture.

Lessons from Independent Creators

The garden is already sprouting concrete examples of how independent creators are thriving:

• Crystal Ball and Sagar Enjeti of Breaking Points moved from traditional outlets to a subscription-based model, now reaching over a million viewers while covering a broader political spectrum.
• Caroline Chambers, after being turned down by publishers, launched a cooking newsletter on Substack—growing a community of roughly half a million subscribers who rely on her practical recipes. When she finally published a cookbook, it became a New York Times bestseller, driven entirely by those authentic relationships.
• Matt Yglesias left Vox in 2020 to start Slow Boring, writing freely for an audience of more than 200,000 subscribers. He now earns over $1 million per year from his newsletter alone.

Each of these creators exemplifies the power of independence. By sidestepping gatekeepers and algorithms, they build trust-based communities and secure sustainable revenue streams from supporters who value their work.

A Model Designed for Sustainability

This new ecosystem is characterized by ownership, sustainability, and resilience. Unlike traditional media models—where creators often depend on a single revenue source—the garden enables multiple income pathways through direct audience support. This diversification reduces vulnerability to advertising downturns or sudden algorithm changes.

When creators own their relationships and revenue, they can weather platform policy shifts without losing their entire audience overnight. They focus on deepening community bonds rather than chasing viral trends, fostering richer cultural exchange and higher-quality discourse.

Challenges and Potential Backlash

Skeptics warn that subscription-driven models could heighten polarization and create echo chambers. McKenzie, however, believes the opposite can happen. By forging genuine connections, people can move more freely between diverse communities and encounter new perspectives in moderated, trust-based settings.

This shift from chaotic broadcast to a structured, community-driven ecosystem holds the promise of a flourishing media culture where diverse viewpoints coexist. It benefits creators and audiences alike and enriches society as a whole.

Reclaiming Media Consumption

As we stand at this crossroads, our individual choices carry weight. Every subscription, share, and comment casts a vote for the kind of media ecosystem we wish to build. By supporting independent creators, we invest in a model that honors real relationships over impersonal metrics and intrusive algorithms.

Reflect on the newsletters you subscribe to or the podcasts you support. Prioritize creators who maintain transparent funding models and foster community engagement. This not only nurtures a healthier ecosystem but also enhances your daily media diet with richer, more trustworthy content.

Key Takeaway

• Make intentional media choices that emphasize authentic engagement over algorithm-driven content.

By consciously directing our attention and resources toward independent voices, we can help the garden flourish—cultivating a media culture rooted in trust, creativity, and mutual respect.