Emily Sundberg has quickly become one of the most talked about figures in the independent journalism creator economy. Her daily newsletter, Feed Me, has been glowingly profiled in The New York Times and Air Mail. It's difficult to place Feed Me into one particular box. It covers a unique intersection of business, media, culture, fashion, and technology—generally in regard to how those power sectors flow through New York.

In a Q&A with Status, Sundberg spoke candidly about the reality behind the flattering profiles, the loneliness of operating solo, and why she wouldn’t want to launch Feed Me in 2025. It’s a revealing look at what it actually takes to thrive as a one-person newsroom.

Below is the Q&A, lightly edited for style.

You’re a journalist who has fully embraced the role of influencer. Should more reporters accept that being a “creator” is no longer a derogatory label—or one reserved for travel and food vloggers on platforms like Instagram and TikTok? Isn’t it just a modern term for anyone producing compelling content in today’s information economy?

I do not think I’ve fully embraced the role of an influence (and I never thought it was derogatory, I don’t even think the label has been around long enough for people to make an apt judgement about it).

Eric Newcomer once said, “I would much rather position myself as a creator/influencer exceeding expectations than a ‘journalist.’” That framing resonates with me. I like talking about the news. I really like breaking the news. But I love talking to people on the internet. My background isn’t solely in journalism, so I don’t know what it’s like to proudly consider oneself a journalist, and sheepishly have to take on the role of a creator.

What I am building is extremely intimate. I speak to dozens, if not hundreds of readers a day. I put a lot of effort into making connections both digitally and in-person. It takes a tremendous amount of time and patience, and it’s the best part of my job. I think that’s the part – the conversation, the back and forth, the exchanging of stories – that probably looks the most like being a “creator.”

You’ve been profiled—glowingly—in The New York Times and Air Mail, with both pieces framing Feed Me as a breakout success story. I imagine you hear from a lot of journalists thinking about going independent. Do you worry that these flattering writeups may give people a false sense of how easy it is to replicate your trajectory?