Subject Media

Subject Media (often referred to simply as Subject) is a student-run multimedia organization for the University at Buffalo. Launched in 2020, Subject serves as an independent, non-profit outlet that produces student-written articles, podcasts, video shows, and an online radio stream. It was founded by University at Buffalo alumni and students in the wake of the dissolution of Sub-Board I, Inc. - the student services organization that formerly funded campus media - with the goal of continuing hands-on media opportunities and student-run services for UB students. Subject Media operates a website (subjectmedia.org) that features campus news and culture writing, entertainment, opinion pieces, and creative content, as well as streaming audio content produced by students and recent graduates. The organization fills in a position as UB's student media hub outside of the university's traditional newspaper (The Spectrum) and is structured as an independent 501(c)(3) non-profit entity called Subject Student-Run Media, Inc.

Origins and Background

Subject Media's creation is directly tied to the 2019 shutdown of Sub-Board I, Inc. (SBI). For decades, SBI had overseen various student-run media outlets at UB, including WRUB (the campus radio station) and Generation magazine. When UB administration decided to take away SBI from the students and cut its funding in 2019, those student media organizations lost their institutional support, such as forcing WRUB to cease operations as an official campus radio station. In 2020, a group of alumni - among them former WRUB station managers and editors of Generation - came together to preserve student media at UB. They formed Subject Student-Run Media, Inc. and launched the Subject platform as a modern successor to the defunct SBI media outlets. One organizer explained the motivation as "Most of us [...] got our start at WRUB and/or Generation, and feel like today's students should have the same opportunity to do hands-on writing, DJing, podcasting, etc. Plus it was a lot of fun! Still is!" Subject officially went live around mid-2020, initially recruiting writers and podcasters via UB's subreddit and other channels.

From the outset, Subject positioned itself as UB's student-run online magazine, radio station, and podcast network - essentially an unofficial multimedia student voice since it operates independently of university administration or student government funding. The founders established the venture as a non-profit so that it could solicit donations and operate sustainably outside UB's control. According to its own site, Subject's mission is to mentor and support "students interested in developing creative, practical, and leadership skills in 21st-century media production," continuing the legacy of experiential learning that SBI's media outlets once provided. The organization is entirely volunteer-run - alumni and student contributors generate content without salaried staff, and funding comes from donations and small merchandise sales rather than student fees. In its first year, Subject received an infusion of energy from passionate alumni and quickly began publishing articles.

Organization and Platforms

Subject Media functions as a multi-platform media outlet. Its core is an online publication (often referred to as Subject) featuring a variety of written content. The site includes content for campus news, arts and culture, lifestyle, sports (with dedicated UB Bulls coverage), opinion columns, and creative or humorous pieces. News articles are published weekly throughout the year, such as "What's Good," a weekly guide to events around Buffalo and pop culture happenings.

In addition to written journalism, Subject has a strong audio and video presence. The organization runs an unofficial continuation of WRUB as an online radio stream under its umbrella. The WRUB section on Subject's site streams student-curated music shows, talk segments, and podcasts. As of 2025, Subject offers livestreaming or on-demand radio shows 24/7 via its website. It actively recruits student DJs and content creators to expand programming, inviting anyone interested in hosting a show to get involved. Subject's Podcast & Radio category features original podcasts like "Tank Talk," about football, and collaborative projects such as the "Buffalo History Museum Podcast," which covers different historical topics. On the video front, Subject produces "Good Morning Buffalo" (GMB) - an independently-run student news show. GMB started as a student club (the Digital Broadcasting Club) and works closely with subject to distribute its content, which includes video interviews, event coverage, and fun segments for UB students. Clips and episodes of GMB and other video series are featured on the website's multimedia section.

The organizational structure of Subject media consists of an Editor-in-Chief and a small editorial board of student editors, and other positions. A Board of Directors composed of alumni oversees the nonprofit and provides mentorship and continuity. Subject thus benefits from alumni experience while remaining student-run on a daily basis. All participants - whether writing articles, DJing, or editing - do so voluntarily. The nonprofit relies on crowdfunding and donations to cover web hosting, equipment, and other expenses.

Content and Impact

Since its launch, Subject Media has published a wide array of content reflecting student interests and campus culture. In traditional news terms, it is not a breaking-news outlet (UB's independent newspaper The Spectrum fills that role), but rather focuses on creative and alternative coverage. Subject's site features student opinion essays on topics like social issues and university policies, humor pieces, and coverage of local arts and music scenes relevant to students. It also covers UB campus life - for example, articles about changes in the dining facilities or guides to interesting spots on campus (one piece highlighted "Best Smoke Spots On and Off Campus"). The tone of Subject's written pieces tends to be informal and tailored to student readers. Subject also runs reviews of local Buffalo restaurants aimed at students (promoting exploration of the city) and pop culture columns.

The continuity of WRUB radio has allowed for an impact in which UB otherwise would not have had student radio after 2019. They broadcast music shows and have even done live DJ sets or remote segments, giving students interested in broadcasting a real outlet. Subject's podcast network has produced interviews with UB faculty and local figures, enhancing the university's media landscape with content beyond print. Meanwhile, the Good Morning Buffalo video program marks the first time UB students have independently produced a recurring TV-style news show for campus.

As an independent media, Subject also occasionally wades into controversial or satirical territory more freely. It provides a training ground for student journalists, radio hosts, and media producers to experiment and build portfolios.

Challenges

Operating outside of the university's official structures has presented challenges - funding and resources are limited, as Subject doesn't receive mandatory student activity fees, so a successful set of donations or merchandise sale can dictate how much equipment they can buy or whether they can cover certain events. Subject Media's independence also means it occasionally lacks the visibility of university-backed channels. Some students arrive at UB not knowing of its existence. To counter this, Subject leverages social media (such as Instagram) and r/UBreddit posts to share content. Over time, awareness has grown, especially as students recognize that Subject is the continuation of a long tradition to the Sub-Board I, Inc. student media at UB.