[Guest post] How Substack Became Milquetoast

But on Substack, you’re paid monthly, creating pressure to churn out regular updates. Since it’s impossible to have interesting novel thoughts twice a week every week, this also means writers skew heavily towards summarizing the news, pumping out quick takes, or riffing on whatever they read on Twitter.

having someone who is not your spouse feed their thoughts to you 5-days-a-week, thoughts that they themselves have only had a day to work on, thoughts which would likely go refined or unexpressed in a publication with longer-time horizons, is probably not good for your brain.

Much of the day-to-day thinking involved in creative work is simply lost, like sand castles in the tide. Ephemerality can actually be useful in low-fidelity thought, but it’s simply an accidental property in many cases. We should do our serious thinking in the form of Evergreen notes so that the thinking accumulates.

In the language of Ben Thompson, Substack has two choices. It can become a full fledged aggregator, build network effects and community, personalized content and so forth, but risk the moral purity of being one of the last ad-free algorithm-free corners of the internet, or it can become a platform, provide valuable infrastructure and flexible prici... See more

In contrast, every single edition of a newsletter is delivered to every single reader, and since a lot of it is paywalled, there’s little potential virality.

The obvious objection is that Twitter also has public follower counts but still manages to host vibrant subcultures.

In the past, you might have spent 10 hours reading a book that took 4 years to research and write, a 3500x multiple on time! Today, a newsletter that publishes M-F and takes 30 minutes to read only provides a 67x multiple.

Even if the author and readers are interesting people in isolation, aggregation forces this blob of individuals into a milquetoast morass.

My rough rule is that I’d like to write stuff that will still be worth reading in five years, and ideally stuff that will be more relevant a year from now. Because of the way news site algorithms currently work, that’s the opposite of what everybody who writes for a living does.