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<span style="word-break: break-word; font-size: 15px;">
Substack, the
<a style="text-decoration: underline; color: #000000;">
newsletter
</a>
platform that allows everyone (
<a style="text-decoration: underline; color: #000000;">
everyone
</a>
!) to deploy their innermost thoughts and ramblings to a list of theoretically-paying subscribers, has really been in the news more than usual lately. The word “Substack” has for all intents and purposes, replaced “newsletter” in certain circles, an impressive feat for a relatively new brand. A while back
<a style="text-decoration: underline; color: #000000;">
on Semafor’s Mixed Signals podcast
</a>
, I said Substack “wasn’t cool,” and people had feelings about that. A
<em>
lot
</em>
of feelings. They also missed the point. Substack is a tool, like Google or ChatGPT; it’s infrastructure, not culture, no matter how badly it wants to cosplay as something more. And to be clear, I’m not anti-newsletter; you are reading mine right now, and I read plenty of them. The ones that actually stick with me, like Feed Me, Magasin, A Small and Simple Thing, have a real point of view and, more importantly, a reason to exist. They’re smart, practical, and don’t waste your time.
</span>
</p>
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</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:22.5px">
<span style="word-break: break-word; font-size: 15px;">
On Sunday, Tina Brown,
<a style="text-decoration: underline; color: #000000;">
one of the greats
</a>
, spoke of the platform in a much-discussed interview with
<a style="text-decoration: underline; color: #000000;">
The New York Times Magazine
</a>
. In the same Sunday paper,
<a style="text-decoration: underline; color: #000000;">
Matt Belloni from Puck was profiled
</a>
, and when asked about compensation and stock (he has 1% in Puck), he said, “It’s safe to say I could make a lot more money if I were independent, at least in the short-term,” he said, “but I don’t know. Do I want to be on Substack?” When my How Long Gone co-host Jason Stewart and I probed
<a style="text-decoration: underline; color: #000000;">
Stephen Colbert
</a>
on the
<a style="text-decoration: underline; color: #000000;">
GQ Men of the Year
</a>
<a style="text-decoration: underline; color: #000000;">
red carpet
</a>
about what he would be doing post-late-night, he made sure to let us know he would not be joining Substack. Ryan Lizza used his Substack to paywall the final chapter of a scandalous tell-all post about his ex-girlfriend Olivia Nuzzi. The cliffhanger was so good, he almost got my $5. A few Substack employees who were responsible for its takeover of cool coastal media left this week to launch an AI start-up curiously named “Every.” Is the bloom off the rose?
</span>
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:18px">
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:22.5px">
<span style="word-break: break-word; font-size: 15px;">
In the other corner, we have Patreon, the first mover in the digital panhandling space, which is now playing catch-up, because from where I sit, Substack is eating their lunch. They are smartly offering guaranteed cash deals to lure people to their service. When I talk to popular Substack publishers about their business, most point to the algorithm and community as the central selling points. It def ain’t the design capabilities. If you get a little push from the powers that be, your numbers skyrocket. It’s a win for everyone. The recommendations from other newsletters keep people on the platform for longer. Some posts I see have hundreds of comments, people hanging out, going back and forth, like it’s a late-’90s chatroom. They have continued to introduce features like “Notes,” pushing the entire platform toward becoming just another social media network.
</span>
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:18px">
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:22.5px">
<span style="word-break: break-word; font-size: 15px;">
My argument to creators is always: why don’t you spend a little money on a developer, build your own bespoke payment system, and end up with something that looks great and works the same way? But no one wants to give up the “recommended” subscriber boost to go truly independent. But when people who pay you directly for writing demand that you mix it up in the comments and let them have mitigated direct access, you know you're in trouble. The shift to social could cause issues, because don’t we have enough of that already? It’s sort of the antithesis of the newsletter, which is a direct dispatch to the inbox, no room for debate or unnecessary feedback.
</span>
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:18px">
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:22.5px">
<span style="word-break: break-word; font-size: 15px;">
When legacy magazines launch
<a style="text-decoration: underline; color: #000000;">
print magazines
</a>
funded by Substack, I get confused. When every written word is only available à la carte, it feels like a full-time job trying to find what you like. It’s streaming vs. cable all over again. We're paying only for the voices we want to hear—but sometimes I want to discover a writer or a story I wasn’t looking for. In fact, that is the whole point. A good editorial staff—people who’ve spent actual years developing taste—can pull you into something unexpected. Finding a beautifully written story by accident feels rare now, and it’s a reminder of why editors matter. It’s the antidote to hours of TikTok GRWM purgatory or falling into some YouTube conspiracy vortex. When every moment of “discovery” is algorithmic, even when the information is technically good, we lose the joy of being surprised.
</span>
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