Emily Sundberg's Indie Media Playbook

Emily Sundberg, creator of the Substack newsletter Feed Me, discusses her approach to business and culture coverage with Dylan Byers on The Grill Room. Sundberg describes Feed Me as a New York City-focused newsletter exploring business and culture through the lens of consumption, noting how spending habits reflect subcultures. She emphasizes the importance of hard work, authenticity, and community engagement in her success, highlighting how readers connect through comments, chats, and in-person events. Sundberg also values her independence, expressing reluctance to take on venture capital or outside control, and shares her strategy of continuous innovation through merch, events, and collaborations. While acknowledging the need for traditional journalism, Sundberg embraces the freedom to cover topics with a unique, unfiltered perspective.