From Forbes to Founder: Alex Konrad on new media, creator economy, AI tools for journalists, Midas List secrets, and why traditional media is losing to independent voices

Discover the evolving roles of traditional vs. new media in tech and gain insights into effective content creation strategies.

About the episode:

In this episode, Nataraj hosts Alex Konrad, founder and editor of Upstart Media, to explore the shifting dynamics of tech media. Alex shares his experiences at Forbes, defines the roles of traditional and new media, and discusses the challenges and opportunities for new tech publications. He also dives into storytelling trends, content creation strategies, and the impact of AI on the media landscape. Learn how new media publications can thrive in a decentralized ecosystem and why staying close to the "engine room" of innovation is crucial for success.

What you’ll learn

• Identify the key differences between traditional and new media in the tech landscape.
• Understand the challenges and opportunities for new tech publications in a decentralized media ecosystem.
• Discover effective content creation and distribution strategies for building a successful media brand.
• Learn how to build a pipeline of stories and get sources as a media startup without the brand of a larger publication.
• Explore the impact of AI on the media landscape and its potential to empower independent creators.

About the Guest and Host:

Alex Konrad: Founder and editor of Upstart Media, a tech publication focused on the startup ecosystem.

Connect with Alex:

→ LinkedIn: https://www.linkedin.com/in/alexrkonrad/

→ Website: https://www.upstartsmedia.com/

Nataraj: Host of the Startup Project podcast, Senior PM at Azure & Investor.

→ LinkedIn: https://www.linkedin.com/in/natarajsindam/

→ Substack: ⁠https://startupproject.substack.com/

⁠In this episode, we cover

• (00:01) Introduction to Alex Konrad and Upstart Media
• (01:24) Alex’s experience at Forbes and its role in today’s tech media
• (03:43) Defining traditional vs. new media and the rise of independent content creators
• (06:25) The challenges and differences between working at a large publication vs. running a startup media company
• (07:01) The components of a new tech publication in 2025: Substack, YouTube, podcasts, and events
• (08:41) Content strategy: balancing consistency, quality, and multiple platforms
• (11:05) Admired content creators and their successful practices in the media space
• (13:12) The importance of an existing brand and network for new media ventures
• (15:49) The creator economy's power law and the challenges of standing out
• (16:56) Distribution strategies: leveraging LinkedIn, X, and Substack recommendations
• (18:56) The evolving landscape of social media and the rise of Threads
• (22:16) Bandwidth challenges and the need for AI-powered tools for content creation and distribution
• (25:05) The Midas List: its methodology, significance, and controversies
• (30:41) Other influential lists and their impact on the tech industry
• (32:45) Identifying potential niches and innovative approaches in the media space
• (36:04) Alex’s insights on AI-driven workflows and automation in various industries
• (38:48) Nataraj’s perspective on AI as a transformative force and its potential impact
• (41:11) The importance of being close to the "engine room" of innovation
• (42:55) Building a pipeline without a big brand name and leveraging word-of-mouth

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