From Burnout to Breakthrough (Sort of)
The blackout months. The chaos. And what’s next.
It’s been a minute.
And by “minute,” I mean… six months of geopolitical chaos, economic curveballs, and industry shakeups so strong, I’m not sure I remember March through May.
Since my last post in January, here’s a quick refresher of the casual storm that’s passed through:
The U.S. slapped new tariffs on China and Mexico, sparking trade tension and uncertainty
Blake Lively and Taylor Swift had their private texts pulled into a federal investigation
P. Diddy’s home was raided. His trial? Ongoing.
Israel and Iran broke into open war — then the U.S. bombed Iran
June MUST BE the hottest on record (climate anxiety, anyone?)
OpenAI dropped futuristic imaging tools that left us all questioning what's real
Google’s AI search overhaul made SEO feel like chasing a ghost
Spotify quietly opened the floodgates to video creators, with YouTubers topping Spotify’s podcast charts… without having podcasts
And across media: layoffs swept The Washington Post, TechCrunch, Condé Nast, and more
Meanwhile, in my world, Press Hook took a 20% revenue hit due to the ripple effects of the economy. It was excruciating.
I blinked, and suddenly my daughter went from 6 to 9 months old.
I honestly don’t remember most of March through May.
And I was left sitting there, wondering: What now?
I had no idea what to do next.
In May, I took a trip to San Francisco.
I met other tech founders and investors. But more surprisingly, I finally met some of the podcasters and newsletter creators I’ve known online for years — IRL.
It was the reset I didn’t know I needed.
I sat down with what the internet now calls “new media.” But really, it’s not new.
Podcasts? The evolution of new radio.
Newsletters? The modern blog.
We've been here before, just under different names.
So, what was different this time?
I actually listened.
These people weren’t full-time media moguls. They were multitaskers.
A parenting newsletter run by a marketing consultant trying to grow her client base
A podcast started as a coping mechanism post-burnout, now doubling as lead gen
A Substack spun up to support a skincare brand’s community (and maybe make rent)
A chef and cooking YouTuber now the No. 1 arts podcast in the U.S. on Spotify (w/o a podcast)
They had grit. Stories. Passion.
But most didn’t know how to monetize it, pitch to brands, or even ask for money without feeling weird.
A few flat out asked me:
“Can you help me create a sales process?”
That’s when it clicked.
We’ve spent the last few years helping brands pitch to creators. But we haven’t done enough to help creators thrive themselves.
And, oh how the data backs it up:
82% of 75,000 Substack newsletters have fewer than 10,000 subscribers
95% are solo-run — one-person media teams
Only 36% offer a paid plan
The average monthly price? Just $10
Only 4 newsletters have over 1 million subscribers
The rest?
They’re hustling. Juggling. Creating meaningful content with almost no infrastructure or support.
That’s about to change.
In my next post, I’ll share what we’re building to help creators— especially podcasters and newsletter publishers— be able to grow, get discovered, and get paid. Without needing to quit their day jobs or sell out.
If the last few months knocked the wind out of you: in business, in parenting, in life — SAME.
But sometimes, sitting in the mess with others is exactly what you need to find clarity.
More coming soon.
xo,
Michelle
Count me IN!!!! I want in!