Why a Paid Newsletter Won’t Be Enough Money for Most Writers (And That’s Fine): The Multi-SKU Creator
A number of reporters and columnists these days are “going indie,” detaching from their previous employer and signing up with a site like Substack, Patreon or Medium to get paid for their writing by their readers. The motivations are usually blends of seeking freedom (to write at their own cadence and on whatever they want to cover) and the accelerating austerity at media companies from ad supported business models collapsing. Friends of mine like tech journalist Casey Newton have recently made this transition (he left Vox to launch Platformer) so I’ve gotten a bit of insider perspectives on the ambitions and economics of these launches.
Much of the discussion around the sustainability of this movement is focused on the math of converting readers (or followers) to paying subscribers. “If she can get just 10% of her 500,000 Twitter followers to pay $100/year…” is the type of simple analysis that accompanies both the glass half-full and glass half-empty outlooks, benchmarked against either their previous salary or some notion of what economic success looks like. And while this framing isn’t wrong, it’s very incomplete. It’s my belief that very few “Substack writers” will make 100% of their income from their newsletter and this won’t be a failure of the platforms but instead…
