The Rise of a New Media Model
Imagine your favorite journalist bypassing the newsroom, skipping the middleman, and showing up directly in your inbox. That’s not some futuristic fantasy—it’s happening now, thanks to platforms like Substack. As trust in traditional media wavers and creators seek more control, a growing number of writers are turning to this model of direct-to-reader journalism. But what exactly is Substack, and why are so many journalists betting their careers on it?
What Is Substack?
Substack is a platform that lets writers publish newsletters straight to their audience—and get paid for it. Think of it as a hybrid between a blog and an email list. Writers create content, send it to subscribers, and have the option to charge for access. It’s simple, streamlined, and, most importantly, puts writers in the driver’s seat.
The platform handles the tech—distribution, payment processing, subscription management—so creators can focus on the writing. Whether you’re covering politics, pop culture, tech, or niche interests, Substack gives you the space (and the tools) to build an audience on your terms.
Why Journalists Are Embracing It
1. Editorial Freedom
Substack strips away the red tape. Writers no longer need approval from editors or publishers to speak their mind. For many, this autonomy is the ultimate draw—especially in a time when newsroom conflicts and editorial compromises are making headlines.
2. Direct Monetization
Instead of chasing ad dollars or hoping for a raise, journalists on Substack can monetize their work through paid subscriptions. Substack takes a 10% cut, but the rest goes straight to the writer. Some top creators make six figures—or more.
3. Audience Ownership
In traditional media, the publication owns the readers. On Substack, you do. Writers have full access to their email lists and can communicate directly with subscribers. That kind of connection is rare—and powerful.
4. Trust and Loyalty
When readers subscribe to a newsletter, they’re choosing the writer—not just the topic. This builds a unique relationship that’s more personal and engaging than a byline on a homepage.
Journalists Who Made the Leap
Some of the biggest names in journalism have already made Substack their new home:
- Glenn Greenwald, co-founder of The Intercept, left after editorial disagreements and launched Outside Voices.
- Bari Weiss, former opinion writer at The New York Times, created Common Sense, which evolved into The Free Press.
- Matt Taibbi, once a staple at Rolling Stone, now runs Racket News.
- Casey Newton, formerly of The Verge, launched Platformer, covering tech and power in Silicon Valley.
These moves aren’t just personal—they’re setting a precedent.
The Trade-Offs
Of course, Substack isn’t all upside. Without a media company behind you, you’re responsible for everything: writing, editing, marketing, design, and growth. There’s no guaranteed paycheck, either—success depends entirely on your ability to attract and retain subscribers.
For lesser-known writers or those without an existing following, getting started can feel like shouting into the void. And while some Substack newsletters flourish, others fade quickly.
Where Journalism Goes From Here
Substack is part of a broader trend: the rise of the creator economy. Just like YouTubers or podcasters, journalists are becoming personal brands, monetizing their content directly from fans. This model challenges the traditional role of media outlets and puts power—and responsibility—back into the hands of creators.
As media evolves, Substack isn’t just a tool—it’s a movement. Whether it’s a passing trend or the new normal remains to be seen. But for now, one thing is clear: journalism is no longer confined to the newsroom.
Follow On Air with Johnny B
John Bowman is a journalist, podcast host, and digital media strategist driven by a passion for storytelling that both informs and inspires. As the host of On Air with Johnny B., he delves into the world of entertainment, conducting in-depth interviews with industry leaders and uncovering the latest trends in film, television, and music. Drawing from his background in military intelligence and journalism, John brings a sharp, investigative approach to his work—especially when spotlighting the ever-evolving landscape of horror and indie filmmaking.
