Emily Sundberg stands out among the many ambitious individuals in New York City. She has transformed her vision into a thriving one-person media company with her newsletter, Feed Me. This publication is quickly gaining popularity among those eager to know where affluent and driven individuals are spending their money, along with the businesses that cater to them.
Sundberg launched her Substack while working full-time in business marketing at Meta, where her role involved advising small businesses on utilizing Instagram ads. After losing her job during layoffs in 2022, she committed fully to Feed Me, which has since flourished.
Currently, Sundberg’s subscription revenue is estimated at over $400,000 a year, with advertising income also contributing significantly to her profits. I recently discussed her journey and future aspirations on my Channels podcast. Below is an edited excerpt from our conversation.
Peter Kafka: When you began Feed Me, did you see it as more than just another project?
Emily Sundberg: The positive feedback from Substack was unprecedented, and I felt empowered to pursue my ideas. Trusting my instincts led me to discover a unique niche.
Peter Kafka: How did you decide to make yourself the face of your brand?
Initially, I included selfies in my newsletter, which seemed to attract attention. However, I transitioned away from that to maintain my privacy after experiencing uncomfortable situations.
Peter Kafka: That attention can be a double-edged sword, right?
Absolutely. I’m glad I stopped posting selfies, yet it creates interesting dynamics with brands that want to collaborate in different ways. I realize now I’m not keen on sharing personal glimpses of my life.
Peter Kafka: How do you decide what personal information to share?
Everyone knows I live in South Slope and I’ve written personally about my wedding, which resulted in significant engagement. That balance is essential for me.
Peter Kafka: As a one-person operation, how do you plan to scale?
While I value being a solo operation, I’m contemplating ways to expand, possibly exploring audio content. I understand how to produce and edit both video and audio, so I’m interested in creating a podcast without being the host.
Peter Kafka: Do you foresee yourself maintaining this solo approach long-term?
Substack offers substantial support, allowing me to keep overhead low. A chief of staff could be beneficial, but for now, it feels manageable.
Peter Kafka: Investors are likely pursuing you as well.
I’m not interested.
Peter Kafka: Would you consider being part of a Substack bundle?
That’s not on my radar unless it involves writers who align with my vision for Feed Me. I’ve had initial discussions, so I’m open to possibilities.