Source: Johnbiggs
Substack attracted journalists fleeing legacy media gatekeeping, but the platform remained a distribution tool rather than a media business. It lacked editorial judgment, audience discovery mechanisms, and revenue sources beyond subscriptions. Substack bet that removing publishing friction would automatically create quality and sustainable readership. Instead, thousands of newsletters competed for attention with no curation, leaving most writers earning nothing and readers overwhelmed. The democratization premise—anyone can launch a publication—recreated the old media problem: a handful of already-famous writers succeeded while the rest disappeared into noise.