Media Confidential The Nerve: ‘We want to shine a light on culture… with a bit of “F— you” energy on the side’
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Nov 10, 2025 
Sarah Donaldson and Carole Cadwalladr, experienced journalists and co-founders of The Nerve, discuss their bold new media platform focused on culture, politics, and tech. They highlight the urgency behind their launch, explaining how conflicts at the Observer inspired them to seek editorial independence. The duo shares their innovative newsletter-first model to build direct reader relationships and the importance of collaboration with other independent outlets. With them, we explore the challenges and excitement of navigating legal risks while striving for transparency and trust in journalism.
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Culture-First Journalism Works
- The Nerve launched as a culture-first, progressive media platform covering culture, politics and tech with investigations.
- Founders believe culture helps readers process hard news while keeping journalism engaging and joyful.
Sale Of The Observer Sparked The Nerve
- The Observer sale and secret negotiation with Tortoise sparked staff outrage and strikes that inspired The Nerve's creation.
- Journalists felt excluded from decisions and imagined a journalist-led alternative model.
Use Newsletter-First Launch Strategy
- Launch on a newsletter-first platform to build an intimate reader relationship and a cost-effective site backend.
- Choose a platform that allows bespoke design if brand identity and legal support matter.