The Only Constant Online is Change

Issue #338 | May 6, 2025

Passionfruit readers! Hi. It’s James, Passionfruit’s publisher and bossman behind the scenes. Today is my birthday, and my birthday wish is that you click literally any link in this email. (Bonus points to you if you decide to click our sponsor link, and even more of these imaginary bonus points will be awarded if you actually buy something from them.)

Why is this important? Passionfruit is put together by a handful of journalists and creators who are passionate about what we–and you–do. We’re able to send you news about the creator economy because we’re supported by advertisers and sponsors, and you, the reader.

Our sponsors know our readers care about what we’re doing when they see you engage with their links, and that allows us to continue to put Passionfruit in your inbox. So it’d be a really cool birthday gift to see our click rate spike, but also because the reality is, the media industry has been struggling on the internet for as long as I’ve been working in media on the internet (since 2007, making me just on the upper millennial edge of “getting too old for this.”)

If you’re suspicious of someone asking you to click on a link for any reason, that’s understandable. Little tricks to make you click on things (like this one) are how a lot of internet traffic is built, and with those clicks come ads trying to distract you from the thing you’re looking for. We don’t believe in doing that, but I want you to know that when you do click, it helps us fund great journalism and bring you the information you’re looking for. It supports us financially, and it’s a nice vote of confidence.

We live in a world that Google, Facebook, and Amazon dreamed of; an internet of walled gardens controlled by their apps, their algorithms, and their revenue networks. They’ve made untold billions of dollars by sticking themselves in the middle of the media and advertising market. Last month Google was found guilty in federal court for having an illegal monopoly doing just that. Meta is facing similar scrutiny.

This is all a lot of wind up to say that when these platforms shift direction or strategy, publishers like Passionfruit and Fragment Media, our parent company, are often left holding the bag. What monetizes well in the algorithm one day may perform like shit the next, and if this struggle sounds familiar to you as a person who also makes money putting things online, hi. You’re a media company, too, in a way. We’re all creators.

The reality is, we don’t like the platform grind either. Their algorithms have strangled our ability to communicate directly with you, our fans & readers. We’ve been forced to cut talented colleagues and friends from our teams to adjust to these sea changes. It’s frankly why we’re so keen on newsletters over YouTube or Instagram, we know that we can at least always reach you in your inbox, and that technology has remained virtually unchanged for the last 40ish years of IMAP.

But everything else? That’s constantly changing online.

And so too goes Passionfruit. There will be editorial changes that you’ll see and hear more about in the coming days and weeks, but we’re also making some corporate structure changes that could (and should) involve you.

If you’ve been actively opening these Passionfruit emails and clicking on our links, you’ll be getting an email later this week from Fragment Media’s founder, Nick White, inviting you to participate more directly in what we’re doing and give you a stake in our success. As journalists, we’ve always led with a reader first mentality, but financially, our business was calibrated to service the social platforms and their desire for clicks. No more.

We have an opportunity to fully reimagine how creators, audiences, and media companies share ownership with each other, and we’d love to make you a part of that with us. We’ll be in touch with more details soon, or you can always reply to this email if you’re curious and want to chat directly.

Thanks for supporting Passionfruit (and me, the birthday boy). We wouldn’t be doing this without you, and we’re excited to be doing more of it with you real soon.

– James Del, Publisher

CULTURE

Creator Therapy Service Announced With Sliding Scale Prices Starting at $60

‘The creator economy has exploded but the support systems haven’t kept up.’

By Charlotte Colombo, Passionfruit Contributor

A person sitting at their laptop with their hands on their forehead.

→ READ THE FULL STORY

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IN THE BIZ

Pinterest is updating its visual search function with more AI-powered features.
Disturbing AI slop geared towards children is emerging on YouTube.
Moby has re-launched a free sound library for creators.
LinkedIn is rolling out a new revenue-sharing program.

PLATFORMS

Trump Says He’d Delay TikTok Ban a Third Time

He also reiterated that he has a ‘warm spot’ for TikTok.

By Charlotte Colombo, Passionfruit Contributor

READ THE FULL STORY →

LABOR

Photo collage of the American Flag and a digital circuit board.

The Digital Economy Now Contributes to 18% of the Total US GDP

The creator economy is thriving.

By Charlotte Colombo, Passionfruit Contributor

READ THE FULL STORY →

JOB BOARD

HappyJack is looking for a Short Editor.
Kin Tin Plays is looking for a Thumbnail Designer.
Efficient App is looking for a Video Editor.
Later is looking for a Content Creator.

WHAT WE’RE WATCHING

Middle class normalities are now trending, which points toward a conclusion that many of us are making: recession or not, something troubling is happening in America’s economy.

This video essay from Ashley Embers explores the recession-related trends emerging and what they might mean. Check it out!