- Journalists are turning to independent, creator-style publishing for more creative control
- Most creator journalists operate with modest social media followings and income struggles remain significant
- The shift reflects industry decline and a desire for autonomy in an evolving media landscape
A recent Muck Rack study reveals a steady rise in “creator journalism” – independent publishing by journalists outside traditional newsrooms. Of 1,515 journalists surveyed across the United States, United Kingdom, Canada and India, 522 identified as creator journalists. Half have been self-publishing for more than five years, suggesting a maturing segment rather than a passing trend.
The appeal lies chiefly in creative control. Fifty-seven per cent cited editorial freedom as their main motivation, far outweighing career advancement (13%) or financial gain (9%). Yet the economics remain uncertain: only 6% earn a full-time income from creator journalism, while nearly 40% make nothing at all. For most, it supplements rather than replaces newsroom work.
Audiences are typically small. Seventy-eight per cent of creator journalists have fewer than 10,000 subscribers and 40% have fewer than 1,000. Muck Rack describes this group as “nano influencers,” often with strong editorial skills but limited business experience — a gap that can hinder monetisation efforts.
Most publish via personal websites and email newsletters, with social media platforms such as Instagram, LinkedIn and X (formerly Twitter) providing additional reach. They produce an average of two to four stories per week. While more than 60% view social media as essential to their work – a far higher share than among traditional journalists – over 80% also rely on public relations pitches as a source for at least some of their stories.
The rise of independent journalism mirrors deeper industry disruption. Thousands of newsroom jobs have vanished in the US alone, and audiences increasingly consume news through social platforms. Creator journalism, by bypassing institutional gatekeepers, offers a way to fill the gaps left by consolidation and cutbacks. “This segment is likely to continue expanding over the coming decade,” said Matt Albasi, Muck Rack’s data journalist and report author.
Wage disparities add context. A separate Muck Rack analysis found public relations professionals earn far more than journalists, about $85,000 a year on average, with brand-side PR roles often exceeding $100,000. Journalists, by contrast, typically make between $40,000 and $70,000, and only 17% earn six figures compared with 36% of PR workers. The gap helps explain why some reporters pursue independent publishing for both creative autonomy and additional income.
Freelance earnings show similar divides. Glassdoor data indicates freelance writers and editors at Muck Rack average around $79,000 a year, though the range is wide, with top earners making more than $130,000. The figures highlight both the opportunities and volatility of freelance and creator-led work.
Source: Noah Wire Services
- https://www.poynter.org/business-work/2025/creator-journalists-growing-income-salary-low/ – Please view link – unable to able to access data
- https://www.poynter.org/business-work/2025/creator-journalists-growing-income-salary-low/ – A Poynter article reports that a Muck Rack study found one-third of journalists are creator journalists, independently publishing content outside traditional media organisations. The study surveyed 1,515 journalists, with 522 identifying as creator journalists. Half have been self-publishing for over five years, indicating the trend’s maturity. The primary motivation is creative or editorial freedom (57%), followed by professional branding or career development (13%). However, only 6% earn their full income from self-publishing, and 40% have fewer than 1,000 followers, classifying them as ‘nano influencers’.
- https://www.globenewswire.com/news-release/2025/10/28/3175468/0/en/New-Muck-Rack-Report-Finds-One-in-Three-Journalists-Now-Publish-Independently.html – A GlobeNewswire article highlights Muck Rack’s ‘State of Creator Journalism Report’, revealing that one in three journalists now self-publish independently. The report, based on data from over 500 creator journalists, shows that half have been self-publishing for over five years. Key findings include creators using an average of 2.5 formats, with personal websites (53%) and email newsletters (41%) being the most common. Additionally, creator journalists are more than 60% likelier than traditional journalists to consider social media essential to their reporting.
- https://www.mediapost.com/publications/article/387430/the-future-of-contextual-advertising-is-here.html – A MediaPost article discusses a Muck Rack study comparing salaries of public relations professionals and journalists. The study found that PR professionals earn more than journalists, with typical annual salaries of $85,000 for PR pros, rising to $107,000 at brands and $80,000 at agencies. In contrast, journalist salaries range from $40,000 to $70,000. The study also highlights that 36% of PR pros earn $100,000 or more, compared to only 17% of journalists.
- https://www.glassdoor.com/Hourly-Pay/Muck-Rack-Freelance-Writer-and-Editor-Hourly-Pay-E2416246_D_KO10%2C37.htm – A Glassdoor page provides salary information for Freelance Writers and Editors at Muck Rack. The estimated average salary is $79,218 per year or $38 per hour, with some professionals reporting earnings up to approximately $130,709 per year (90th percentile). The typical pay range is between $61,111 (25th percentile) and $103,340 (75th percentile) annually. Freelance Writer and Editor professionals working at Muck Rack earn between $29 and $50 per hour.
- https://www.muckrack.com/blog/2023/07/20/state-of-salaries-2023 – A Muck Rack blog post presents the ‘State of PR and Journalism Salaries 2023’ report, analysing over 1,400 responses from journalists and PR professionals. The report reveals that the typical salary for PR professionals is around $85,000, while journalists usually earn between $40,000 and $70,000. It also notes that brands and agencies tend to pay PR professionals differently, with PR pros at brands typically earning over $100,000, whereas PR pros at agencies earn around $80,000.
- https://www.heraldstandard.com/uncategorized/2023/jul/20/new-muck-rack-report-examines-pr-and-journalism-salaries/ – An article from the Herald-Standard discusses Muck Rack’s ‘State of PR and Journalism Salaries’ report, which collected responses from over 1,400 PR professionals and journalists. The report finds that the typical salary for a public relations professional working at a brand is $107,000 and at agencies it’s $80,000. In contrast, journalist salaries remain consistent, falling within the $40,000-$70,000 range, suggesting some wage stagnation across the industry.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is recent, published on October 28, 2025, with no evidence of prior publication or recycled content. The study by Muck Rack is current and original.
Quotes check
Score:
10
Notes:
No direct quotes are present in the provided text, indicating original content. The study’s findings are paraphrased, suggesting exclusivity.
Source reliability
Score:
10
Notes:
The narrative originates from Poynter, a reputable organisation in journalism, enhancing credibility. The study is conducted by Muck Rack, a known entity in the field.
Plausability check
Score:
10
Notes:
The claims align with existing data on creator journalism and income disparities. The statistics presented are consistent with previous reports, such as Muck Rack’s 2023 salary report. ([muckrack.com](https://muckrack.com/blog/2023/07/20/state-of-salaries-2023?utm_source=openai))
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is recent, original, and sourced from reputable organisations. The claims are plausible and consistent with existing data, indicating a high level of credibility.
Register for Editor’s picks
Stay ahead of the curve with our Editor's picks newsletter – your weekly insight into the trends, challenges, and innovations driving the future of digital media.
