A great brand dies every day…. cold opening, right? They do not die from bad product. Not from poor service. But because it couldn’t afford to be seen.
In today’s marketing landscape, “earned” media is rarely earned anymore, it’s bought. Influencer shoutouts, glowing write-ups, “hot lists,” and editor’s picks are increasingly less about merit and more about money.
And as someone working in this industry, that stings. Because visibility isn’t about value anymore, it’s about budget.
“We’d love to include you — do you have a budget for paid placement?”
— actual response from a top-tier outlet to my email
What used to be a meritocracy where great storytelling or product innovation could rise now feels like a gated community. If you don’t have a media budget, you don’t get a seat at the table. Writers and creators aren’t always chasing great stories anymore, they’re chasing income and rent.
And to be clear: they should be. Writing is work. Content takes time. Reviews, listicles, long-form features, these are labor. And in a world where writers are underpaid and expected to post for “exposure,” monetizing their platforms often isn’t about greed, it’s about survival.
But here’s the problem.
This system filters out thousands of brilliant but underfunded brands. It shrinks the playing field. It distorts perception. And it makes it near impossible for a small, bootstrapped company to get noticed, no matter how great the product is.
You’ve seen it:
“Best of” roundups stacked with paid inclusions
Sponsored Instagram posts with vague or missing disclosures
Review sites run by holding companies with stakes in the products
Media trips that lead to prewritten praise
If you’re a consumer, you’re not just buying a product, you’re buying into someone’s incentives. If you’re a brand, you’re paying to be allowed into the conversation. All laddering up to that ever monitored ‘CAC’ number.
So what’s the solution? Should we shame every writer who accepts a PR box or a comped flight? Of course not.
Writers deserve to be paid. Influencers deserve compensation. Media companies need business models. The issue isn’t getting paid, it’s pretending that pay doesn’t influence the story.
There’s a better path. One that respects creators and audiences:
Be transparent. Label sponsorships clearly, don’t hide it, don’t make the font smaller.
Diversify your sources. Don’t just feature who pays.
Make room for emerging brands. Tiered placement options help.
Put the audience first. Ask: does this serve the reader?
Because once trust is gone, so is influence. And you can’t buy your way back into credibility. And, isn’t branding all about creating trust? Your outlet is a brand, no matter which way you slice and dice it.
If you’re a reader, ask: Who paid to be here? If you’re a marketer, ask: Are we rewarding influence or just reach? If you’re a writer, ask: Am I building something lasting or just getting through the month?
There’s a middle ground. One where quality, transparency, and compensation can coexist. But it’ll take conscious effort, from everyone in the ecosystem, to get there.
And in the meantime, let’s not forget: The brands that can’t afford to pay might be the ones most worth hearing from. Let’s not price them out of the story. Let’s not sit here and think that the leading brands are actually innovating and making better product!