By: Travis Hutton

Big stories used to rely on big names. But in 2025, it’s the niche experts—scientists, consultants, technicians, and operators—who are showing up in headlines and shaping public conversations. They’re not famous. They’re focused. And that’s one reason why they’re increasingly being called on.

Depth Over Volume

Mainstream media isn’t just chasing reach anymore. It’s chasing clarity. When a story needs depth—whether it’s about health, AI, supply chains, or finance—journalists want someone who truly understands the topic. This is where niche experts come in.

According to a 2024 Muck Rack survey, 68% of journalists said they now prioritize subject-matter expertise over title or brand recognition when selecting sources. In other words, if you know your stuff, you may have a chance, even if you’re not widely known yet.

Real-World Examples Win

Niche experts are valuable because they live in the details. They don’t speak in generalities. They give specific, grounded insights based on real work.

For example, a wastewater engineer in Melbourne, was interviewed by national media during a drought crisis. She explained how treatment plants were adapting in real time—no buzzwords, just facts. The story went viral. Suddenly, she was being asked to consult on policy.

That’s an example of what can happen when someone with hands-on experience gets a platform.

Smaller Platforms Lead to Bigger Ones

Many niche experts first get noticed through trade publications, blogs, or podcasts in their specific space. Once those interviews and features start ranking in search, mainstream outlets take notice. Producers and editors Google their sources. If your name shows up with authority, it may increase the likelihood of being called.

Another example, a food safety specialist, began by writing LinkedIn posts about contamination risks in manufacturing. One post was picked up by an industry magazine. That led to an interview on a national health segment after a product recall. His name now appears in multiple syndicated stories.

It’s not about being loud. It’s about being findable—and useful.

More niche professionals are using Hermes Wire to turn their knowledge into visibility. Launched in 2023, Hermes Wire helps experts publish clear, focused stories in trusted media outlets. Whether it’s explaining a breakthrough, commenting on a trend, or announcing a company update, Hermes Wire puts niche voices in front of the right readers.

For subject-matter experts who want recognition without unnecessary hype, it offers an efficient tool.

Media Needs New Voices

Mainstream media has widened its lens. It’s looking beyond big brands and celebrity founders. Editors want voices that feel grounded, trustworthy, and fresh. They want people who can explain—not sell.

That’s why educators, engineers, healthcare professionals, and policy advisors are all finding new media opportunities. Their deep knowledge fills a gap—and audiences respond to it.
In a world full of surface-level takes, niche experts stand out. Their knowledge is specific. Their voice is credible. And their insights are needed. Media isn’t just about who’s the loudest anymore—it’s about who can explain what matters, clearly and confidently.

As media continues to prioritize substance over spectacle, niche experts are becoming the new go-to sources. They’re not chasing the spotlight—they’re adding value when it matters. And in a crowded landscape, this is often what helps their voices rise above the noise.

Published by Stephanie M.