The Bulwark Hits 1 Million Subscribers: A Media Milestone Built on Trust and Community

The media industry faces no shortage of headlines about failure these days. From legacy institutions losing trust and audiences to executives struggling to adapt, the challenges are well-documented. But there is another story worth telling—the story of The Bulwark, an independent media company that has not only survived but thrived.

It began in late 2018. The Weekly Standard, a magazine founded by Bill Kristol, was abruptly shut down by its owner for insufficiently aligning with pro-Trump sentiment. With just weeks until Christmas, the magazine’s staff found themselves out of work. That’s when a small team, including Sarah Longwell, stepped in to help. They rallied to place these journalists at a new project they had recently launched—The Bulwark.

From Aggregator to Industry Leader

What started as a news aggregator has since transformed into one of the fastest-growing independent media companies in the United States. The Bulwark expanded its mission by hiring experienced reporters to break news and uncover stories legacy outlets overlooked. It launched a slate of podcasts, several of which became chart-toppers, and began hosting live, in-person events across the U.S. and Canada.

A Milestone for Independent Media

This past week, The Bulwark achieved a major milestone: 1 million subscribers. These are real people who have entrusted the publication with their email addresses, opting to receive daily news and analysis directly in their inboxes. This achievement is a testament to the trust and loyalty of its audience.

“This is only possible thanks to you—the people who have shown up, spread the word, and chosen to ride with us on this whole, surreal, incredible journey,” Longwell wrote in a recent announcement.

Growth Fueled by Community Support

The milestone was celebrated in The Bulwark’s Washington, D.C., offices, where staff and new colleagues gathered to mark the occasion. Many of these new hires were made possible by the financial support of Bulwark+ members, a community of engaged subscribers who sustain the publication’s growth.

“You guys keep us sane. I feel like I know you,” Longwell shared. “We started this venture on a wing and a prayer, and it’s grown to become a thriving media company—all thanks to you.”

“So thank you. From the bottom of our hearts.”