Marina Hyde has launched Always On with Marina Hyde, a joint venture with Goalhanger, just over a week after her final Guardian column after 25 years. She will write Substack columns, present a new YouTube show and post original social content. It is the first launch from Goalhanger X, and Goalhanger says these brands will let advertisers work with creators across formats, including sponsored writing, branded content, social, audio, video and live events.
Big-name journalists are turning into media brands of their own, with columns, video, social and a sales team behind them. The newsroom is no longer the only door to their audience.
For Shopify brands, that changes who you pitch and how. Some of the most trusted voices now sell sponsorships and branded content directly, alongside the editorial coverage you still have to earn.
We would map the journalist-led newsletters, shows and Substacks your customers follow, and treat them as both PR targets and paid creator partners, with one brand story from your B.R.A.I.N.™ across both.