The Thrill of the Story: Why Journalism Remains Exciting and Lucrative in the Influencer Age
George Magazine’s Inaugural Issue/ Fair Use
Journalism As A Legendary Profession
Journalism has always been a thrilling profession—one that has shaped history, defined cultural moments, and allowed those who chase a good story to live extraordinary lives. From war correspondents chronicling Napoleon’s battles to Ernest Hemingway’s legendary reporting, journalism and writing have long been synonymous with adventure.
Life magazine’s visceral coverage of war brought the world’s conflicts into American homes, and decades later, JFK Jr.’s George re-imagined political journalism with a glossy, celebrity-infused edge.
George magazine stood out by blending politics with pop culture, making government and current events feel as stylish and engaging as celebrity gossip. Founded in 1995 by John F. Kennedy Jr., the magazine used his undeniable star power to attract advertisers, secure high-profile interviews, and turn politicians into pop culture figures. Long before influencers monetized their personal brands, JFK Jr. leveraged his celebrity status to create a media empire, proving that politics could be marketed with the same glossy appeal as fashion and entertainment. His presence alone made George a must-read, bridging the gap between Washington and Hollywood.
Journalism is an industry where storytelling meets influence, and for those with the right instincts, it can be both glamorous and profitable. Journalism also touches every industry. It drives fashion through Vogue, defines culture through The New Yorker, and shapes business through The Wall Street Journal. Whether it’s uncovering corruption, chronicling trends, or capturing a moment in time, journalism remains at the center of global conversations.
Source: Squarespace/ Unsplash
Journalism And Money
It’s easy to assume journalism is a pursuit reserved for the independently wealthy—after all, Jeff Bezos owns The Washington Post, and the media world has long been intertwined with power and privilege. But the reality is different. In the digital age, a well-told story can go viral overnight, turning independent writers into industry powerhouses. Substack, social media, and independent publications have created new opportunities for journalists to break major stories and make a fortune doing it. A single viral article can launch a career, secure book deals, or lead to lucrative speaking engagements. Unlike corporate jobs where investment bankers make their money chained to a desk, journalists get to experience the world—sometimes with nothing but a press pass, a sense of curiosity, and a knack for finding the right sources.
Small independent voices now enjoy unprecedented opportunities to grow and dominate the information marketplace at a fraction of the cost traditionally required by market leaders. With the rise of digital platforms, social media, and affordable publishing tools, these emerging creators can bypass traditional gatekeepers, directly reaching audiences without the heavy investments in marketing and infrastructure that established media companies need. This democratization of content not only fosters diverse perspectives but also allows nimble, innovative voices to build engaged communities and disrupt established narratives, challenging incumbents who struggle to balance high overheads with the rapidly shifting media landscape.
Early 1980’s Nikon Ad/ Fair Use
Visual Storytelling
In the modern information economy, journalism and influencer marketing are driven by visually compelling content, making photography and videography essential skills. Millennials and Gen Z, having grown up in a digital-first world, have mastered these tools, allowing them to create high-quality, engaging content that captures attention across platforms. Their ability to produce striking visuals, edit professional-grade videos, and optimize content for social media gives them a significant edge as marketers and content creators. This fluency in digital storytelling enables them to shape narratives, build brands, and dominate the attention economy in ways that traditional media struggles to replicate.
Beyond mastering modern digital tools, Millennials and Gen Z are also reviving older photography and videography techniques, embracing film cameras and early digital models from brands like Nikon and Canon.
This resurgence isn’t just about aesthetics—it’s about preserving the artistry and technical skills that defined past generations of visual storytelling. By shooting on 35mm film, experimenting with vintage camcorders, and adapting old lenses for new projects, they create unique, nostalgic content while ensuring these time-honored techniques remain relevant. In doing so, they bridge the gap between past and present, keeping traditional skills alive for future generations of creators.
The Serengeti as photographed by a member of The Empire City Wire’s editorial team.
The Future
Legacy media, weighed down by bureaucracy and outdated business models, has created space for independent voices to thrive. Smaller, more agile publications have the opportunity to disrupt the industry, going viral where traditional outlets falter.
Whereas influencers depend on themselves as their brand and have little creative ability to depart from what their audience wants, independent publications can be comprised of multiple influencers and journalists creating very fertile ground for creative thought and expression. Success for modern independent publications exists in a way where social media influence and traditional journalism can co-exist and co-create.
This is an era where journalists can carve out their own path, break their own stories, and build their own empires. For those willing to chase the right leads, journalism isn’t just a job—it’s an adventure.
