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While much of the political media world scrambles to keep up with shifting viewership and the decline of traditional TV, The Bulwark is quietly building a loyal and growing audience by doing the unexpected: no cable deals, no viral outrage, and no gimmicks.
Founded by conservative commentators after the collapse of The Weekly Standard, The Bulwark has found success by leaning into principled commentary and reader-supported journalism. At the helm of the brand’s editorial strategy is Jonathan Last, who recently opened up about how the outlet is navigating today’s chaotic media landscape.
Going Against the Grain in Digital Media
In an age dominated by polarizing cable segments and algorithm-chasing content, The Bulwark is intentionally steering clear of the noise. The platform’s editorial focus is built around substantive political analysis, long-form writing, and trust with its audience.
According to Last, The Bulwark doesn’t spend much time worrying about competing with MSNBC, Fox News, or CNN. “We're not trying to go viral,” he said. Instead, the publication prioritizes reader loyalty over reach, aiming to cultivate a dedicated audience that values depth over drama.
How The Bulwark Is Growing Without TV or Algorithms
So how is The Bulwark expanding its footprint without tapping into cable news or YouTube stardom?
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Email newsletters are a major pillar. The outlet delivers daily political analysis directly to inboxes cutting through social media clutter and establishing a personal connection with readers.
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Podcasts like The Bulwark Podcast and Beg to Differ have built loyal listenerships, offering thoughtful commentary with minimal sensationalism.
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Paid subscriptions help keep the lights on, giving the team freedom to create without relying on ad-driven clickbait.
Rather than flooding feeds with controversial headlines, the team focuses on consistency, clarity, and quality.
Why This Model Works Especially Now
Last believes that The Bulwark’s success reflects a deeper shift in audience behavior. With many Americans burned out on traditional news cycles and tired of hyper-partisan takes, there's growing demand for content that doesn’t insult their intelligence or chase outrage.
“People don’t want to be yelled at or manipulated,” he explained. “They want to understand what’s going on and they want someone they trust to help them do that.”
This “audience-first” model has proven surprisingly resilient, especially in a media environment where trust is scarce and attention spans are fractured.
No Cable, No Problem
While other news brands fight for time slots on CNN or MSNBC, The Bulwark is doubling down on its direct-to-reader model. The company has no plans to pivot to TV or chase social video trends. For them, the real value lies in building a sustainable relationship with their audience one article, podcast, or newsletter at a time.
Final Thoughts
In a noisy, divided media landscape, The Bulwark is betting that slow, thoughtful journalism still matters. Jonathan Last and his team aren’t chasing clicks they’re building community, trust, and clarity at a time when all three are in short supply. And based on their growth, it seems to be working.
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