Project C is a home for journalists navigating the independent creator economy. Through a newsletter, courses, research and a private members-only community, Project C provides insight, resources and guidance for journalists building sustainable, audience-driven businesses in a rapidly changing media landscape.

How It Started

The idea for Project C began while Liz Kelly Nelson was at Vox, where she saw firsthand how the news industry was evolving – sometimes too slowly – to meet changing audience behaviors. As more people turned to independent journalists on YouTube, TikTok, Substack and other platforms for news, it became clear that the journalism industry wasn’t fully embracing this shift. That realization followed her into her time as a Sulzberger Fellow at Columbia Journalism School, where she focused on the challenges and opportunities of independent journalism in the creator economy.

Journalists are increasingly going solo – whether by choice or necessity – yet the industry still lacks dedicated resources to help them build sustainable businesses, maintain high editorial standards, and connect with engaged audiences. Project C was born to help fill that gap.

Why It Matters

The traditional media industry is contracting, but journalism itself isn’t shrinking—it's evolving. More people than ever trust individual journalists over institutions, and independent media is proving its ability to thrive. Project C exists to support journalists in this shift, ensuring they have the business acumen, editorial rigor and audience-building strategies to succeed.