What is Substack? How Writers Are Turning Newsletters Into Income

Tired of chasing bylines and clicks? Substack makes it possible to write what you love and get paid by the people who care most.

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If it feels like everyone has a Substack these days, you’re not imagining things—your favorite journalist, your local parenting guru, even your high school lab partner with Opinions About Sourdough. Substack has turned the humble newsletter into a publishing powerhouse, blurring the line between blog, inbox, and business.

The result? A newsletter boom where “my Substack” is code for “I’m a publisher now”—whether you’re breaking news, dissecting New York politics, or just chronicling your journey through small-town sandwich shops.

But what is Substack, how does it work, and—most importantly—is it actually worth your time as a writer? Let’s cut through the hype and find out.

What is Substack?

Substack is what happens when you cross a blog, an email newsletter, and a cash register—and give every writer the keys. Launched by Chris Best, Hamish McKenzie, and Jairaj Sethi, it’s built for writers who want their words landing directly in readers’ inboxes (no social media algorithms or publisher gatekeepers required).

What makes Substack stand out?

• It’s a publishing tool and email newsletter platform all in one. Think: the simplicity of a blog (like WordPress), but each new post is also delivered straight to your subscribers’ inboxes.
• Set-up is so simple your grandmother could launch “My Substack” before you finish your coffee.
• Your newsletter lives on Substack.com and in email—easy for you, frictionless for your readers.
• Monetization? Built in. You can write free posts, charge for premium content, or even create tiered memberships with just a few clicks.

The bottom line: Substack lets independent writers, journalists, and content creators build an audience—and a business—on their own terms. No tech headaches, no “webmaster” required. Just hit publish.

How does Substack work?

Substack is the “plug-and-play” toolkit for modern writers—no coding, no fuss, just words and readers (and, if you want, a paywall).

Here’s how it actually works:

• Writers launch a Substack newsletter: You create your own publication—set it as free, paid, or a clever mix of both.
• Readers subscribe: Fans sign up to get your new posts delivered straight to their inbox or read them online at your Substack page.
• Substack handles the back end: Every post is sent out automatically, and if you charge for access, Substack processes the payments, keeps your email list organized, and shows you who’s paying for the privilege.

What can you do with Substack?

Substack is more than an email list—it’s a digital command center for modern publishing. Once your newsletter’s up, you can:

• Write, edit, and schedule posts with a clean, distraction-free editor.
• Build community: Readers can comment, reply, and join discussion threads right below each post.
• Host a podcast right inside your newsletter—audio content is just as easy to share.
• Track your growth: Simple analytics let you see what’s resonating, who’s opening, and which posts convert free readers into paid subscribers.
• Integrate with social media: Seamlessly share your Substack publication on Twitter, TikTok, or LinkedIn to pull new readers into your ecosystem.

Substack is built for writers who want more control, direct relationships with their audience, and an email list that’s actually yours. It’s the quickest way to turn subscribers into superfans—and maybe even into paying customers.

Substack vs. other newsletter platforms

There’s no shortage of email newsletter platforms—Mailchimp, ConvertKit, WordPress plugins, even the ever-persistent LinkedIn. So why is everyone suddenly talking about Substack?

Here’s what the platform has going for it:

• Ease of use: Substack strips away design headaches—no templates, no endless theme tweaks. You focus on the writing; Substack handles the delivery (and the payments, if you go paid).
• List ownership: Unlike social media platforms, Substack gives you full access to your subscriber list. Export it, segment it, take it with you—your readers are actually yours.
• Paid subscriptions built in: Want to charge for your work? Substack makes paywalls, premium content, and subscriber management dead simple. No third-party integrations or PayPal hacks required.
• Design flexibility: If you crave total control over branding, Mailchimp or WordPress offer more design options. Substack, on the other hand, is for writers who want to hit “publish” and move on.
• Audience engagement: Built-in commenting and discussion threads make it easy for your readers to interact—without sending them to a separate site or app.

In short: Substack is for writers who want to build an email-driven business, get paid, and keep things simple.

📌 Pro Tip: If you want fancy templates, slick automations, or deep e-commerce, you’ll outgrow Substack fast. But for getting your words in front of readers—and getting paid for it—it’s hard to beat.

Is Substack free to use?

For independent writers weighing platforms, “free” isn’t always straightforward. Substack’s model is transparent, but it pays to read the fine print—especially if you’re thinking beyond hobbyist status.

Substack lets you create, publish, and build a subscriber list at no cost. There are no monthly fees, no minimum audience requirements, and no upcharges for email delivery, analytics, or basic community features. You could, in theory, run a robust newsletter for years—writing for free readers and never paying Substack a dime.

But if you want to monetize? That’s where the platform’s business model kicks in:

• Substack takes a 10% commission on all paid subscriptions—every monthly, annual, or founding member tier.
• Stripe, the payment processor, collects an additional 2.9% + 30¢ per transaction, which is standard for most digital platforms.
• Writers keep about 87% of revenue—a notably higher share than legacy publishers, and more transparent than many creator platforms.

For most writers, this means you can experiment risk-free. Launch your newsletter, build an audience, and flip the “paid” switch when you’re confident in your offering (and your list size).

For readers, the system is equally simple:

• Reading public posts is always free—no subscriptions, no ads, no tracking you across the internet.
• Paid content is gated at the writer’s discretion. Readers only pay for premium issues, archives, podcasts, or perks that are truly exclusive.

What makes this different from Mailchimp or WordPress?

Substack doesn’t charge you based on how many subscribers you have. Whether you’re reaching fifty or fifty thousand, the platform only gets paid if you do. There are no “list growth” penalties, no mandatory branding, and—crucially—you always own your data. Export your list at any time. No lock-in, no hostage-taking.

The bottom line: Substack’s “free” really does mean free to start, grow, and engage. The cost only comes out of earned revenue, not your pocket. For professionals used to agency overhead, unpredictable SaaS fees, or the grind of platform commissions, it’s a refreshingly honest deal.

📌 Pro Tip: If you’re planning to scale quickly or already have a large, loyal audience, do the math on fees versus alternatives. But for most writers, especially those testing the waters, Substack’s upside is all signal, very little noise.

Can you make money on Substack?

If you’ve ever dreamed of skipping the middleman and letting readers pay you directly for your writing, Substack is the most straightforward shot you’ll find. But let’s skip the fairy tales: money on Substack doesn’t just “show up.” It’s earned—one loyal subscriber at a time.

How do writers actually make it work?

Here’s what’s driving real income on the platform:

• Paid subscribers: Most successful writers mix free posts with exclusive “members-only” content. Think bonus essays, deep-dive reporting, or industry analysis too valuable to give away for free.
• Audio and multimedia: Want to offer a podcast or audio versions of your essays? Substack lets you bundle formats, combine paid tiers, and give “all-access” superfans more reasons to subscribe.
• Niche expertise: The biggest earners don’t try to please everyone. They go deep. Politics (see Heather Cox Richardson), pop culture (Hunter Harris), tech and finance (Platformer), and even oddball fiction. A sharp point of view attracts readers who crave your take—not just generic internet noise.

Consider Heather Cox Richardson, who’s reported to pull in six figures every month writing about American politics—her analysis offers what cable news doesn’t. Matt Levine in finance, and Anne Helen Petersen on work and culture—all built empires by serving niche audiences with discipline and distinctiveness.

📌 Pro Tip: You don’t need to be a household name: plenty of writers with just a few hundred true fans, a niche voice, and reliable delivery are building sustainable side incomes—or even full-time careers—right now.

What separates writers who earn from those who just write?

It’s not luck, and it’s not hype. The difference comes down to:

• Value, delivered consistently: It’s not just about showing up, but about offering work people genuinely want to read (and pay for)—week in, week out.
• Discipline to nurture your audience: The writers who succeed treat their readers as partners, not a passive mailing list. They engage, respond, and create community.
• Patience and focus: Chasing viral hits rarely pays; building trust always does. Treat your newsletter like a publication—show up on schedule, invest in your voice, and grow deliberately.

If you’re hoping to flip a switch and get paid tomorrow, Substack will disappoint you. But if you love the work—and love your readers—you might just find it’s one of the rare corners of the internet where writing, at last, actually pays.

What kind of content works on Substack?

The short answer: Content that can’t be found anywhere else—and isn’t afraid to have a point of view. Let’s break down what’s working for Substack writers in 2025.

Popular content types

Substack thrives on bold voices and strong perspectives. Some of the best-performing content includes:

• Political analysis and niche commentary: From sharp U.S. politics breakdowns to highly specific industry insights. If you can make complex topics engaging, there’s a market.
• Culture writing: Film, books, music, television, even newsletter-length reality TV recaps—if you can offer an angle that stands out from mainstream coverage.
• Personal essays: Readers crave unfiltered stories and honesty. The more authentic, the more shareable.
• Curated links and resource roundups: Become the tastemaker in your space—subscribers love a well-edited digest.
• Serialized fiction and creative writing: Not just for journalists. Many writers serialize novels, short stories, or experiments to a loyal audience.
• Podcast extras: Share transcripts, show notes, or exclusive commentary for your listeners who want more than the audio.

Who is succeeding on Substack?

The platform is built for writers who want to own their relationship with readers. Substack’s best fit includes:

• Journalists seeking independence and direct support.
• Thought leaders with niche expertise.
• Bloggers/creators tired of fighting algorithms elsewhere.
• Beginners who are willing to start small and grow a community one post at a time.

The role of discoverability

Unlike Medium, Substack won’t push your work to new readers automatically. Instead:

• Google is your search engine. Structure your posts for SEO—your newsletter is searchable, but outreach still matters.
• Direct outreach and networking will move the needle far more than waiting for algorithmic magic.

📌 Pro Tip: If you’re building a brand, Substack rewards consistency, clarity, and courage. The more distinct your voice, the more likely you’ll turn free readers into paying subscribers—and maybe even make your inbox your most profitable property.

What are the downsides of Substack?

For all its strengths, Substack’s simplicity is a double-edged sword—especially for writers building a true business around their work.

• Limited customization: You won’t get WordPress-style design freedom. If branding, custom domains, or complex layouts matter, Substack will feel restrictive.
• Minimal automation: You’re working without the bells and whistles of Mailchimp or ConvertKit—no segmentation, no drip campaigns, no elaborate sales funnels.
• Growth is on you: Substack doesn’t have an internal discovery engine. Every new subscriber comes from your own hustle—social media, referrals, and personal outreach matter more than ever.
• Platform dependency: While you can export your email list, Substack owns the infrastructure. If they change terms, shut down, or pivot, you’re subject to their decisions.
• Niche fit is everything: Substack shines for strong voices, clear expertise, and audiences hungry for analysis or personal connection. If you’re running a complex business or need ecommerce features, look elsewhere.
• Churn is real: Paid subscribers expect consistent, high-quality content. Miss a beat, and your monthly revenue can drop just as fast as it grew.

Substack rewards focus and voice, not tinkering or scale. It’s a powerful tool for building a reader-supported writing business—but not a silver bullet for every creator or every model.

Go in with your eyes open, and use it for what it does best: direct, meaningful connection with your audience.

Is Substack worth it?

It depends on your goals—and your willingness to do the work. Substack is a fantastic tool for some writers and a terrible fit for others. Here’s when it shines (and when it doesn’t):

Substack is worth it if:

• You want to build a direct, email-driven relationship with your audience.
• You’re focused on content creation, not tinkering with endless functionality.
• You have a clear voice, niche expertise, or strong takeaways that keep readers coming back (and paying).
• You value simplicity—publishing, payments, and community all in one place.

It’s less ideal if:

• You want full control over your brand, website design, and advanced email marketing features.
• You need robust ecommerce, multi-product funnels, or automation beyond “hit send.”
• Your revenue model depends on ad sales, affiliate links, or more traditional media monetization.

If you’re a writer who loves the craft and wants to get paid directly by your audience, Substack delivers—provided you’re willing to show up, stand out, and do the outreach. For everything else? There’s probably a different tool that fits better.

Substack as a creative business tool

Substack isn’t just another platform—it’s an opportunity for writers to control their audience, their revenue, and their voice. For those ready to play the long game, it’s equal parts publishing tool, portfolio, and direct line to your true fans.

Treat your Substack like a business, not a side hobby, and you’ll unlock more than just subscription revenue—you’ll build a community that follows you, supports you, and grows with you.

Want to turn your writing into a sustainable, thriving business—on Substack or beyond?

Wordling Plus is where serious writers get the real-world strategy, resources, and support to make it happen.