Substack: how the game-changer turned poacher

Isabelle Roughol was completed together with her day job at LinkedIn and was prepared to start out one thing of her personal. She give up in early 2020 and launched Borderline, a podcast and publication aimed toward “defiant global citizens”, and to assist her construct it she grew to become an early consumer of a brand new on-line service: Substack.

Substack has marketed itself aggressively to folks equivalent to Roughol as a brand new sort of tech firm, one that may let writers construct their very own manufacturers and communities. The firm presents software program to assist folks arrange free or paid-for newsletters and guarantees the folks creating them that they will write what they need and that they personal their very own mailing listing and may take it with them in the event that they depart.

Initially, all the things was nice: Substack’s interface to make newsletters was far more intuitive than Mailchimp or different rivals and the firm appeared eager to be pleasant to small impartial retailers equivalent to Borderline, however then Substack began courting big-name writers and, with it, controversy.

Reports earlier this yr revealed Substack has provided six-figure advances to a number of US writers to depart conventional media and go it alone on its platforms. Among them are Glenn Greenwald, the lawyer turned blogger who helped break the tales from leaked paperwork from NSA whistleblower Edward Snowden, and American Bad Feminist writer Roxanne Gay.

Both are making extra money than they ever did in conventional media, however issues are rising about what Substack is now, precisely. Is it a platform for internet hosting newsletters and serving to folks uncover them? Or is it a brand new sort of publication, one which depends on stoking the tradition wars to assist divisive writers construct devoted followings?

Isabelle Roughol launched her podcast and publication Borderline on Substack. Photograph: Courtesy: Isabelle Roughol /

Substack, till not too long ago a darling of the know-how world, has left folks questioning whether or not behind all of it, it’s simply one other media firm – with all the issues that brings.

“It’s funny to think there’s so many people in tech who think that they’re just going to reinvent the media economy and they’re going to figure out some things that decades of people in media haven’t figured out,” says Roughol.

“And then they get to the point, they’re like, ‘Oh, actually, it is hard to make money and have a business model in content.’”

Substack rose to prominence amongst quite a few rival publication companies by positioning itself as a pal to folks attempting to arrange solo media manufacturers. The firm takes a comparatively small fee and to place itself as really creator-friendly, it even began launching funds to assist impartial publishers deal with lawsuits.

But the bid to seize big-name writers modified the nature of the service. Where as soon as Substack was a software program software, it began to develop into a model in its personal proper, persuading big-name columnists to defect from conventional media and launch on Substack, maybe altering how Substack itself was perceived.

If an organization is talent-spotting for journalists and cherry-picking huge names to supply them assured minimal salaries of 5 or 10 instances what most reporters may hope to earn, at what level does it cease being a know-how firm and begin being simply one other new media outlet?

The controversial names Substack is focusing on and internet hosting heighten that downside: Greenwald’s fame is that of a person in a position and keen to start out 10 new lifelong grudges a day on Twitter, whereas the web site has been a lot criticised for internet hosting Graham Linehan who has been banned from Twitter for trans hate speech.

Not solely has Substack stopped being software program hiding in the background for folks to construct their very own model, however being on Substack has for some develop into a tacit signal of being a partisan in the tradition wars, not least as a result of it’s rather a lot simpler to construct a loyal and paying following by stressing that you just’re giving readers one thing the mainstream gained’t.

For journalists equivalent to Roughol, Substack’s emergence as a writer of kinds and a model in its personal proper is sufficient to make her rethink her place on the platform.

“For me, I was looking for a tool that could kind of recede in the background and allow my own brand to shine,” she says. “And that’s just not really what Substack is anymore. It’s increasingly a platform; people can even go and read on Substack rather than me reaching them directly with my brand in their inbox. So… some of those product changes, you know, are a bit concerning for me.”

Charlie Warzel
Charlie Warzel left the New York Times to start out a Substack publication on know-how and tradition. Photograph: Harry Murphy/Sportsfile for Web Summit/Getty Images

Such is Substack’s latest notoriety that individuals at the moment are worrying that it may be the newest factor that may kill conventional media. By providing star writers an even bigger payday for going it alone, folks fret it would break up conventional newsrooms and make it unimaginable to do the form of journalism that wants reporters, editors, fact-checkers and attorneys.

Substack, they argue, is tearing aside that coalition of employees by ripping out the stars. But Douglas McCabe, media analyst at Enders Analysis, isn’t fairly so certain.

“The internet just creates this endless cycle of aggregation, disaggregation, aggregation and disaggregation and that is an internet story, full stop,” he says. Substack “will end up aggregating particular kinds of content and trying to sell a single price point to access these 20 writers who talk about the environment or talk about the future of technology, or whatever it is they talk about”.

For these simply looking for one thing good to learn, although, Substack’s foray into the tradition wars is polluting different social networks. If you depend on folks discovering your paid-for publication and giving it a strive, that you must tempt new folks into discovering who you might be and what you’re providing.

One approach to try this appears to be choosing a battle. Charlie Warzel, a former opinion author for the New York Times, left the newspaper to start out a considerate Substack publication on know-how and tradition, Galaxy Brain.

Greenwald famous on Twitter that Warzel had solely managed to draw “hundreds” of subscribers in his first week and urged this confirmed the publication was failing. The Twitter spat led dozens of individuals to right away subscribe to Warzel’s publication and prompted Warzel to jot down up the spat, understanding it might enhance subscriptions.

An online advert for Substack
An on-line advert for Substack, aimed toward constructing manufacturers for small, impartial retailers. Photograph: Substack

“I can safely say that what I’m trying to create is the polar opposite of whatever it is he is doing,” mentioned Warzel in his publication capitalising on that very row. But that assertion is disingenuous: by capitalising on a Twitter battle for followers, Warzel is enjoying the very same sport as Greenwald, with the very same enterprise mannequin.

Readers may inform themselves they’re there for the considerate dialog, however it’s the preventing speak that will get the social shares. Lines equivalent to “CANCEL ME, GLENN! DADDY IS THINKING ABOUT INVESTING IN SOME NON-IKEA FURNITURE” are made for likes, shares and RTs, nevertheless a lot their writer may protest in any other case.

The results of all that is that Substack finds itself in the center of an id disaster. Is it a cool on-line software to assist folks exterior legacy media construct and write newsletters? Is it a writer choosing the journalists of the future? Or is it some mixture of the two – and how a lot editorial management does it declare?

Given its workforce supply some writers huge advances, whereas leaving others to work completely off their very own deserves, they’re making very comparable hiring selections to these made by conventional editors. The firm can be hoping buyers worth it as a fast-growing tech firm, relatively than as a dowdy previous media firm reliant on a big employees of journalists, net builders and back-room staff.

“We’re a platform and in our model the writers are the publishers,” mentioned a Substack spokeswoman in response to queries from the Observer. “So the intent is to enable writers to be their own bosses and shape their own brands. Our approach is to give them the platform and infrastructure, then stay out of their way.”

Substack began out providing writers a software to construct impartial companies. It’s now hiring editors and attempting to poach expertise and even providing a studying software by itself web site. The hazard for the firm is that it turns into simply one other new media outlet; whereas as soon as it might need been modern to be BuzzFeed or HuffPost, the lustre has gone from each as they minimize newsroom employees in a bid to be worthwhile.

“In the end, it’s a people business and journalism business,” says McCabe. “I don’t feel convinced that Substack has come up with something that is fundamentally new.”

Substack was imagined to be a software, for folks equivalent to Isabelle Roughol, to assist them construct a model and an viewers, however now she’s not sure what it desires to be.

The lawyer-turned-blogger Glenn Greenwald
The lawyer-turned-blogger Glenn Greenwald is one other of the controversial names now writing on Substack. Photograph: Léo Corrêa/AP

A product that gained its early followers – like her – by having a a lot better and easier interface than its rivals is itself more and more bloated and unwieldy as extra options are added. Being on Substack now carries connotations that you just may be someway aligned with its big-name writers. You’re competing with them for consideration by way of the publishing software.

But for all that, Roughol thinks the firm may be getting a worse press than it deserves – it’s nonetheless a comparatively younger firm, a smallish workforce, and he or she nonetheless has religion in its good intentions.

“They say if you stay in business long enough, there’s going to be a point where people think you’re the second coming,” she concludes. “And there’s going to be a point where people think you’re the devil incarnate – and that’s the business world we live in.”


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