👋 Hi Reader,

I like watching TBPN, a technology daily show, hosted by John Coogan and Jordi Hays. It usually plays in the background, as I go about my daily work routine. TBPN brings up the who’s who of technology and media to talk about their opinions on the media status quo, so that intersection is of deep interest to me, to know what’s happening in tech.

The reason I bring them up is they released a Media Market Map on X, which apparently captures the transition from traditional old media to the rise of new media outlets too. It also covers a lot of niche outlets like Stripe Press and Colossus.

TBPN @tbpn Introducing the TBPN Media Market Map. Understanding the evolving media landscape can be confusing, even bewildering. From Neo Trad Media to the East Coast Underground, we put together a simple market map to help make sense of it all. 6:59 PM • Oct 24, 2025 50 Retweets 786 Likes Read 125 replies

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However, it left behind a lot of journalist-centric and digital-first outlets like Morning Brew and Every.

So naturally when the show was hosted on X describing this media map, everyone from Austin Rief to Dan Shipper were livid in the comments section.

From Austin Rief

Austin Rief ☕️ @austin_rief @tbpn Bruh. What’s a guy gotta do to get some recognition TBPN @tbpn Introducing the TBPN Media Market Map. Understanding the evolving media landscape can be confusing, even bewildering. From Neo Trad Media to the East Coast Underground, we put together a simple market map to help make sense of it all. 11:38 PM • Oct 24, 2025 0 Retweets 13 Likes Read 1 replies

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From Every

Every 📧 @every @tbpn fixed it for you: TBPN @tbpn Introducing the TBPN Media Market Map. Understanding the evolving media landscape can be confusing, even bewildering. From Neo Trad Media to the East Coast Underground, we put together a simple market map to help make sense of it all. 4:6 AM • Oct 25, 2025 0 Retweets 2 Likes

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So where does that leave newsletter-first media brands?

Are we in the ‘Newest New Media’ category?

Are we the ‘Diamonds In the Rough’ category?

I believe the TBPN folks have some work on their plate :)

Go through the illustration, well actually, go through the whole announcement video, and let us know what you think in the comments below.

Let us know by hitting ‘Reply’ on this email, or send a note to marketing@letterstack.co.

TBPN @tbpn Still confused? Watch @johncoogan, @jordihays, @Emily_Sundberg, and @tylercosg break it all down: TBPN @tbpn Introducing the TBPN Media Market Map. Understanding the evolving media landscape can be confusing, even bewildering. From Neo Trad Media to the East Coast Underground, we put together a simple market map to help make sense of it all. 7:48 PM • Oct 24, 2025 2 Retweets 99 Likes Read 8 replies

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