Making The Shift

Weekly fuel for indie media makers: News, interviews, personal stories, and a writing community. Friendship and mojo!

2025 is shaping up to be a big year for independent media and creator-led journalism - the fastest-growing and most exciting space in journalism, imo!

I’m here for it.

As music journalist Sean Adams wrote:

The rise of influencers and content creators isn’t just a trend; it’s a fundamental shift in how stories are told and who gets to tell them. [CJR].

The pale-male-stale old guard may resist, but it’s made journalism more democratic, inclusive, and community-led.

And now, another power shift: AI is transforming our lives and work.

Maybe, like me, you enjoy dating Claude the Butler - but don’t want to get too dependent on him. You’ve got questions about ethics, sustainability, and creators’ rights.

C’mon, Claude. #MakeItFair and maybe you can meet my mum.

Can we find a middle ground? For a happy, harmonious relationship that feels good.

What a time to be alive. I hope you'll join me on this wild ride.

🗣️ Nika writes a really helpful newsletter for the intersection of writing, the digital world and entrepreneurship, which can be a lonely place for many people. Her guidance is greatly appreciated.
— Ann Marie McQueen, Founder & Editor, HotFlash Inc

Why The Shift?

The Rise of Indie Media
The creator economy is forecast to hit $500bn by 2027 [Goldman Sachs]. More writers are going solo, building personality-driven newsletters and a direct relationship with readers, away from the algos. From Bullshit Jobs to Made-up Jobs!

The indie magazine scene is thriving, and women’s mags are ripe for a comeback - built around fandom and communities, from gorgeous glossies like The Gentlewoman, with its ambitious journalism and fantastic photography, to the fun mini-mags run by ex-editors on Substack.

Long live print! Shining a spotlight on exciting independent magazines and their makers.

Humans + AI
We’re all at the beginning here - there’s no digital divide. AI tools are an equaliser for those without the same educational opportunities. More power to the little guy.

There’s a lot of fear and concern about AI, especially the existential thing. Most of that is from highly-educated, potentially over-educated people. But regular folk, who are struggling - working for Doordash, taking care of their kids, other people’s kids…

Like, you want every advantage you can get. And you’re not gonna be in the position of ‘I’m too cool for AI school.’ Is this thing gonna help me get that job or look better in that interview? It’s worth a shot. - Baratunde Thurston.

I’m a tech optimist - we all want growth, right? Bigger brains, more money. I also see the bigger picture - they’re trying to cure cancer with this.

Just imagine, when AI’s doing the grunt work, we can get back to our Coffee Viennese, chatting and plotting. Making media.

What You’ll Get

Free readers get:

• ✔️ Public posts

• ✔️ Daily delights on Notes

• ✔️ Access to collaborative resources:

  • WorkFrom - A Remote Work Map

  • WorkWith - A Newsletter Talent Directory

  • Shared Idea Library for your writing workflow

Shift+ members unlock:

• ✅ Subscriber-only writings & archive (eBook included)

• ✅ Private live chat room

• ✅ Happenings - the only Events Calendar you’ll ever need

• ☕️ Writers’ Café - weekly co-working & aperitivo (Thursdays)

• ✅ Support my work - mentoring via the NUJ and universities

However you support The Shift, THANK YOU. I’m happy you’re here.

A Digital Neighbourhood

For fellow media makers and magazine lovers. For email zen and reading on the go, download the app.

Get more from Nika Talbot in the Substack app

Available for iOS and Android

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Kind words from readers

🗣️ Nika has written 12 books relating to health and wellness. There is fun to be had as we make The Shift to work smarter and live better—recommended reading for Workforce Futurists!
— Andy Spence, Founder, Workforce Futurist

🗣️ If you’re interested in a lifestyle-first one-person model too, subscribe to The Shift, the newsletter for content entrepreneurs. Written by Nika Talbot, a fountain of knowledge in creating online!
— Ellen Donnelly, Founder, The Ask

🗣️ Thank you for your thoughtful questions. Answering them felt more like a journaling session than an interview. Very great!
— Johanna Renoth, Founder, Bye, Social Media! 

About Me

I’m a writer and creator covering culture, indie media, and creative work - based between London and the vegan Riviera.

In a nutshell, I love a good story. I believe in the power of writing to connect people and create a more compassionate world.

I’ve been writing online since ‘99 (remember Y2K? The Millennium Bug. We’re still here…). Always up for a new experience!

📚12 x book babies. 3 x startups. 2 x awards
👩‍👧1 x teen (my proudest achievement!)
🍭 Old skool raver
📖 Indie magazine lover

I grew up in the golden era of women’s mags (Jackie, Smash Hits, More! J17, Company) when they were fearless, fun, and a big part of female culture. They inspired me to move to London and try my hand at fr££lancing.

I’ve written for New Woman, Woman’s Journal, More!, Cosmo, Eve, Here’s Health, Scarlet, and more. It was fun but precarious, and I didn’t love the ‘90s ladette culture.

I ran a sexuality mag called Rude when blogging was booming but struggled to make it sustainable as a one-woman show and lone parent.

So here I am, having another go (the tech is better!), juggling love and money work, growing into my newsletter, and creating a space for collaboration.

I don't know where it’s all going, or if I can turn my side hustle into a full-time gig, but I've never felt so compelled to work on one thing (sorry, clients), so I'm going for it.

Outside The Shift, I run Firebird, a delightfully tiny storytelling studio. Email and conversational newsletters are my jam!

A content partner for hire. This way, reader

🤩 Gold star for reading this far. I love connecting with like-minded souls. Get in touch if you’d like to work with me or just fancy a chat!

Ciao for now
Nika

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