Welcome! Start Here
A conversation for writers, creators, and media makers. Building work and life on your own terms.
🤗 Hiya
Welcome to The Shift. A conversation for writers, creators, and media makers. Building work and life on your own terms.
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. #MakeItFair
Can we find a middle ground - for a happy marriage that feels really good?
Why The Shift?
The Indie Media Movement
The creator economy is forecast to hit $500bn by 2027. [Goldman Sachs]. More writers are going solo, building their own worlds and a direct relationship with readers, away from the algorithm. 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.
Humans + AI
We’re all at the beginning here - there is no digital divide. AI tools are an equaliser. This is my favourite quote on it:
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. AI is a game-changer for solopreneurs.
I also see the bigger picture - they’re trying to cure cancer with this. Let’s see if it can help me get my RA into remission.
Just imagine, when AI’s doing the grunt work, we can get back to our Coffee Viennese, chatting and plotting. Reading books. Making media.
What a time to be alive. I hope you'll join me on this wild ride.
What You’ll Receive
Free membership:
💋 Receive weekly-ish letters from me
WorkFrom - A Remote Work Map
WorkWith - A Newsletter Talent Directory
Writers’ Cafe (coworking in Hastings & St Leonards)
Paid membership:
Go deeper with me, help shape The Shift, and connect with the community:
🎪 Sync The Shift Calendar (the best journalism & media events)
🔗 Read Current Obsessions recommendations
💬 Join our live chat for real-time support
Gold membership:
The best way to support my work. It enables me to spend more time writing, photographing, curating, and building an experience offline - netwalking and Happy Hours.
🌟 Book a 1:1 call - AMA about writing, publishing, or whatever you like.
All digital gifts are on The Shift+ page.
However you support The Shift, THANK YOU. It means a lot to me.
A bit about me
I’m a writer and creator exploring work, culture, and living well — based in St Leonards and London.
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!
12x book babies. 3x startups. 3x awards. 1x teen (my proudest achievement!)
I grew up in the golden era of women’s mags 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, The Sun, and more, and published 12 books on health & wellness topics. Good fun but precarious - you don’t have much control over your career in trad publishing.
I ran a digital magazine, Rude, in my 30s but burned out (RA) trying to juggle it all as a one-woman show and lone parent.
So here I am, having another go (a bit older, the tech is better!). I started The Shift in 2020 to explore where media is moving. It’s become the foundation of my creative work and I’m having the time of my life on Substack.
Outside The Shift, I run Firebird, a delightfully tiny storytelling studio.
I help founder-led brands build community on Substack.
Connecting brands with people and culture. → This way, reader
A digital neighbourhood
I’m growing an interesting, intelligent community of people - and I love how intimate this space feels. For email zen and reading on the go, download the app.
Feel the love
🗣️ 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, HotFlash Inc
🗣️ 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!
🤩 Gold star for reading this far. I love connecting with like-minded souls. Get in touch if you want to work with me or find out more.
