The newsletter platform Substack, on its revenue model:
A lot of people suppose that we started Substack to be the next big thing in journalism. But what we’re actually trying to do is subvert the power of the attention economy.
When engagement is the holy metric, trustworthiness doesn’t matter. What matters more than anything else is whether or not the user is stirred. The content and behaviors that keep people coming back – the rage-clicks, the hate-reads, the pile-ons, the conspiracy theories – help sustain giant businesses. When we started Substack to build an alternative to this status quo, we realized that a tweak to an algorithm or a new regulation wouldn’t change things for the better. The only option was to change the entire business model.
Substack’s key metric is not engagement. Our key metric is writer revenue. We make money only when Substack writers make money, by taking a 10% cut of the revenue they make from subscriptions. With subscriptions, writers must seek and reward the ongoing trust of readers.
Substack does two things differently from typical social platforms: one, by encouraging paid publications, readers pay to receive their information fix, which naturally caps the number of newsletters a person receives and by extensions the attention they capture. Two, it has aligned its revenues with these paid publications. These two by themselves are a significant departure from the norm, for the better.
There is always the likelihood, perhaps the inevitability that deliberately divisive, disingenuous polemical publications will publish on Substack for free, making money off sponsorships instead of reader payments, and they may amass large followings too. And Substack too has declared that they will be light with censorship:
we commit to keeping Substack wide open as a platform, accepting of views from across the political spectrum. We will resist public pressure to suppress voices that loud objectors deem unacceptable.
This will be something that Substack will have to reckon with, and perhaps soon. Yes, apublication with a generous enough sponsor – whether public or not – and a large enough audience is better off simply hosting their own newsletter infrastructure, which is not complicated. But they may also simply continue on Substack. What is the company to do then?
The possible answers are for another time. In any case, Substack’s approach to revenue and moderation, its recognition that they are interlinked, and its willingness to publicly articulate it, is commendable.