The last couple of posts described why online archival of sites and blogs is something I’m interested in. Specifically, the web is getting old, domains expire, blog hosting services change. That reminded me of this article from 2013 by the blogger Jason Kottke:
Instead of blogging, people are posting to Tumblr, tweeting, pinning things to their board, posting to Reddit, Snapchatting, updating Facebook statuses, Instagramming, and publishing on Medium. In 1997, wired teens created online diaries, and in 2004 the blog was king. Today, teens are about as likely to start a blog (over Instagramming or Snapchatting) as they are to buy a music CD. Blogs are for 40-somethings with kids.
Kottke himself is one of the Internet’s most well-known, longest-published bloggers, having written for twenty-two years running, with well over ten of those full-time. But his essay highlighted a trend that has continued unabated. There are more people writing online than ever before, but that has increasingly been on closed platforms like Medium.
The trend around newsletters is encouraging. We have talked before of how major journalists moving to their own newsletters could even spawn a wave of independent, reader-supported journalism. There are many hundreds of high-quality newsletters now, to the point where discovering them is going to be an issue. There is no good search/browse/recommend for newsletters yet.
Newsletters are email, a technology much older than the web itself. But they’re easier to keep track of someone’s writing than a blog. RSS and RSS Readers never really caught one because it was one more piece of software readers had to use, but everyone has an email inbox. For the writer, publishing an email is as simple as, probably simpler than publishing a blog post.
The downside is discovery – where do you find interesting things people are writing?
Discovery is going to particularly important if newsletters are to thrive as an easy means of causal writing and distribution for the average person – because while newsletters have been around from very early on in the form of people just mailing a group of friends and growing organically from there, the latest wave of newsletter services typefied by the venture-funded Substack for who monetization is an important goal. That changes what the service optimizes discovery and promotion for: newsletters about topics that are ‘current’, that have the highest chance of conversion to paid, and not the long tail. It starts looking like other Silicon Valley businesses:
Arguably, it’s another example of money and prestige coming for an internet-age creative format that was better when it was a hush-hush community activity—non-remunerative, an anti-discovery algorithm, full of in-speak, artistically strange (see: podcasts, blogs, fan fiction, memes).
Without discovery, newsletters aren’t going to replace social media as the place most people share what’s interesting to them. Nevertheless, they remain an extremely hopeful medium for independent, direct-to-reader journalism.
