Hey there! This is my regular Q&A feature that allows readers to ask me questions that I can answer in a future newsletter. Last month I managed to devote several newsletters to answering some really good reader questions, and so I’m excited to keep this going.
Hi there! I'm sure you have covered this before, but I am wondering how do you recycle some of your longer pieces? I recently started writing some longer pieces that are not really time sensitive. What, in your opinion, is the best strategy to reshape, re-use or re-share the pieces so their reach is increased?
Do you think using your personal name as your brand (as apposed to a brand name) helps or hinders your ability to secure sponsorships and partnerships as a means of monetisation?
Does using a brand name make it seem like more of an official publication as opposed to a person? And is this a good thing or a bad thing, with regard to sponsorship?
It seems to me that Substack-Podcasting enables many new revenue streams and SEO, opportunities for Substack creators. Besides simply bundling a few podcasts into paid services (to make the services more attractive) creators could also create and charge for Podcast-only services. Substack Creators could also create and sell courses based on a combination of essays, podcasts, and ongoing blog like functions.
One of the potential issues that I see, however, is that there doesn't seem to be a way to accomplish this without using RSS feeds. However, if Substack were to cut a deal with a firm like Transistor.FM, Substact Newsletters could create blog-driven "secure" services that don't require an RSS feed or Brand Name advertising. This way, Podcast services with a decent library of published podcasts could use Substack to significantly maximize their revenue potential.
There are a lot of special interest Podcasts services with huge libraries of finished Podcasts that would be highly motivated to move their operation over to Substack - once these types of services become available on Substack. For example, I've got a "Small" library of 300+ Podcasts, and a desire to do much more than just add a podcast or two to my monthly service (s).
How serious, and how competitive do you think Substack is about diving deep into empowering greater Podcast functionality and services?
Hi Simon. This has more to do with comments in web publishing, not newsletters. It seems publications are more interested in their own viewpoints, and not so much their readers. If publications want subscriber support, shouldn't they be more concerned with getting the readers invested in their product?
Many web publishers have moved away from reader comments. On those that have, I have noticed more of a disconnect from their readers. And on those publications that have commenting, it is still a free-for-all wasteland of worthless commentary due to lack of moderation and incentives for good comments.
Have any tried limiting comments to subscribers only?
Have any tried rewarding good comments with a community based rating system?
Could a commenting feature be an incentive for paid newsletter subscribers?
So one of the publications that limited comments to subscribers is The Information. From what I can see, the volume of the comments is low, but the level of expertise in the comments section is high. For instance, I just looked at an article about a VC fund and the comments in there used all sorts of investor terminology that your average drive by reader wouldn't understand.
As I try to raise awareness for my services and posts, I'm wondering how to sequence various activities. I have a decent LinkedIn following -- many of whom know me personally -- and about 600 followers on Twitter. I pretty much stay away from Facebook and other platforms because my target audiences are business owners and C-level executives that need to align their messaging, whether that's their corporate narratives, thought leadership, sales and renewal efforts, and customer touchpoints (including HR hiring efforts). I'm planning to launch a podcast this fall. I have a blog that I'm starting to post on more regularly. I've recently refreshed my website. And I'm thinking about launching a LinkedIn newsletter and an e-mail newsletter with fresh content, my lead magnets, and some curated content. I'm just not sure if there's a "best order" to do those things. Any thoughts?
I'd say focus on the newsletter and website first, since those will be the anchors for capturing any audience and getting people into your sales funnel.
What could Substack do to help me make money while I sleep or stop publishing for a while? Let me explain a bit :) I believe you can make a living on Substack through subscriptions, and also via sponsors/ads, or affiliate marketing. But it means working like hell, with a constant output. If you stop, you die. Not so with YouTube. I have a friend who's a YouTuber, book blogger like me. He's making a lot!, and not only because video is the preferred medium for ad money, but mainly because he can monetize his archive. Most of his dollars come from the long tail of 'evergreen' content. 5, 10, 50 bucks a month from your last 200 videos a very nice living make :)
I know I'm comparing video to text, apples to oranges, but I think there's an important question here :) How can Substack be more like YouTube, not Twitter?
I think the best way to monetize your archive is through ecommerce/affiliate advertising. In other words, write SEO optimized content like product reviews and recommendations. But if that's your business model, I wouldn't recommend Substack as the platform you use, since its SEO optimization is limited.
I have a simple question, with YouTube launching podcasts, what do you think this will mean for Google Podcasts? Does it create a conflict in anyway or is it irrelevant because Google Podcasts hasn't secured any significant market share? Finally, does YouTube's entry to podcasting mean the podcasting industry is closer to dynamic ad insertion and a YouTube Partner Programme type of monetisation style?
Was Brian Stelter fired by CNN because (a) his ratings were low, (b) he was a backchannel to the Zucker or a symbol of the ancien regime (c) he turned off the moderates and independents that the new CNN chief wants to use to grow the network's audience (d) to remove an easy foil that Fox was using to the tarnish the entire CNN brand, (e) some other reason or (f) all of the above?
Responding to your various theories in order (a) I'm not a ratings guru, but from what I've read his ratings were decent but not amazing. This probably wasn't the sole reason he was fired. (b) I don't know that his relationship with Zucker hurt him since Zaslav and Zucker were reportedly friends. (c) It seems that incoming senior brass at CNN were worried about the network's leftward tilt and this is some sort of course correction. (d) Stelter was a constant target of Fox, so this probably caused some headaches. Then again, Keith Olbermann was a constant target of Fox, and that turned him into an MSNBC firebrand.
As a veteran of the print newsletter industry, we always offered a "premium" product as an incentive for subscribers to go paid or renew their subscriptions. This was a main staple of newsletter marketing in the past. Here's the question: why hasn't Substack built in capability that allows its creators to send a product to folks who pay for the newsletter? It's just another step for the time-strapped creator/author/writer to find an entirely new platform for this incentive product.
Who are you following to learn more about the future potential of media on the blockchain? And are there any projects so far that have captured your imagination?
So I follow the crypto space from a distance, mainly through mainstream publications like Bloomberg, Digiday, etc...
I don't follow many crypto influencers or crypto-focused publications, mainly because I find so many of them insufferable. Of all the crypto-related media entities I've heard about, the only one I've found interesting was the newsletter Dirt...but mostly because it's not a newsletter about crypto...it just sells NFTs to fund its content. Most of the other Web3 projects I've read about are doing nothing innovative or interesting.
Thanks Simon. I feel you, the shills are excruciating. But Bloomberg on crypto is like Gen X explaining TikTok trends. Maybe if you followed Web3 from less of a distance, something cool would catch your eye. After all, if blockchain is the future of media, it can’t stay boring forever. I’m enjoying Mr Fox on NFTs (no affiliation). https://mrfox.substack.com/
I'm about to launch a Discord (with the help of someone experienced with the space), one that's tied to my podcast's Patreon. Is Patreon-gated access the chief way to use it to help generate revenue? Be curious how else it's been monetized.
What are some of the policy efforts states have done to combat mis and disinformation on social media platforms and via pink slime news sites. For example, Chevron is funding a local news outlet to push its agenda. Thank you!
So I'm not an expert on this stuff, but my guess is it wouldn't be dealt with at the state level. If anything this seems like an FTC thing to regulate, since that agency has rules in place that ban undisclosed marketing/sponsored content.
1. I've only spoken to one Substack publication that used the Founding Member option. I don't know if it's still the same, but they used it as a form of "startup capital," selling a very high priced lifetime subscription, and they were able to raise about $500,000 doing so. It was a good way for them to prove there was a market for what they were trying to do.
2. I wouldn't read too much into the appearance that a Substacker doesn't appear outwardly to be subscribed to other newsletters. If they're anything like me, they maintain a separate email address for their main account they publish to. That being said, would it be hypocritical for a Substack writer asking for subscriptions to not pay for subscriptions of their own? A little bit. I only subscribe to a handful of Substack newsletters, but I do pay a lot of money each month subscribing to various newsletters, Patreons, and mainstream media websites.
Hi there! I'm sure you have covered this before, but I am wondering how do you recycle some of your longer pieces? I recently started writing some longer pieces that are not really time sensitive. What, in your opinion, is the best strategy to reshape, re-use or re-share the pieces so their reach is increased?
I don't think I have answered that. I just added it to the queue.
Do you think using your personal name as your brand (as apposed to a brand name) helps or hinders your ability to secure sponsorships and partnerships as a means of monetisation?
Does using a brand name make it seem like more of an official publication as opposed to a person? And is this a good thing or a bad thing, with regard to sponsorship?
Ooh, I like this one. I'll definitely answer it in a future issue.
It seems to me that Substack-Podcasting enables many new revenue streams and SEO, opportunities for Substack creators. Besides simply bundling a few podcasts into paid services (to make the services more attractive) creators could also create and charge for Podcast-only services. Substack Creators could also create and sell courses based on a combination of essays, podcasts, and ongoing blog like functions.
One of the potential issues that I see, however, is that there doesn't seem to be a way to accomplish this without using RSS feeds. However, if Substack were to cut a deal with a firm like Transistor.FM, Substact Newsletters could create blog-driven "secure" services that don't require an RSS feed or Brand Name advertising. This way, Podcast services with a decent library of published podcasts could use Substack to significantly maximize their revenue potential.
There are a lot of special interest Podcasts services with huge libraries of finished Podcasts that would be highly motivated to move their operation over to Substack - once these types of services become available on Substack. For example, I've got a "Small" library of 300+ Podcasts, and a desire to do much more than just add a podcast or two to my monthly service (s).
How serious, and how competitive do you think Substack is about diving deep into empowering greater Podcast functionality and services?
Thanks, just added to the queue.
Hi Simon. This has more to do with comments in web publishing, not newsletters. It seems publications are more interested in their own viewpoints, and not so much their readers. If publications want subscriber support, shouldn't they be more concerned with getting the readers invested in their product?
Many web publishers have moved away from reader comments. On those that have, I have noticed more of a disconnect from their readers. And on those publications that have commenting, it is still a free-for-all wasteland of worthless commentary due to lack of moderation and incentives for good comments.
Have any tried limiting comments to subscribers only?
Have any tried rewarding good comments with a community based rating system?
Could a commenting feature be an incentive for paid newsletter subscribers?
So one of the publications that limited comments to subscribers is The Information. From what I can see, the volume of the comments is low, but the level of expertise in the comments section is high. For instance, I just looked at an article about a VC fund and the comments in there used all sorts of investor terminology that your average drive by reader wouldn't understand.
As I try to raise awareness for my services and posts, I'm wondering how to sequence various activities. I have a decent LinkedIn following -- many of whom know me personally -- and about 600 followers on Twitter. I pretty much stay away from Facebook and other platforms because my target audiences are business owners and C-level executives that need to align their messaging, whether that's their corporate narratives, thought leadership, sales and renewal efforts, and customer touchpoints (including HR hiring efforts). I'm planning to launch a podcast this fall. I have a blog that I'm starting to post on more regularly. I've recently refreshed my website. And I'm thinking about launching a LinkedIn newsletter and an e-mail newsletter with fresh content, my lead magnets, and some curated content. I'm just not sure if there's a "best order" to do those things. Any thoughts?
I'd say focus on the newsletter and website first, since those will be the anchors for capturing any audience and getting people into your sales funnel.
Which news organisation is doing the best job of being smartphone-first, and how?
Interesting...I'll definitely have to think on this one. I just added it to the queue.
What could Substack do to help me make money while I sleep or stop publishing for a while? Let me explain a bit :) I believe you can make a living on Substack through subscriptions, and also via sponsors/ads, or affiliate marketing. But it means working like hell, with a constant output. If you stop, you die. Not so with YouTube. I have a friend who's a YouTuber, book blogger like me. He's making a lot!, and not only because video is the preferred medium for ad money, but mainly because he can monetize his archive. Most of his dollars come from the long tail of 'evergreen' content. 5, 10, 50 bucks a month from your last 200 videos a very nice living make :)
I know I'm comparing video to text, apples to oranges, but I think there's an important question here :) How can Substack be more like YouTube, not Twitter?
I think the best way to monetize your archive is through ecommerce/affiliate advertising. In other words, write SEO optimized content like product reviews and recommendations. But if that's your business model, I wouldn't recommend Substack as the platform you use, since its SEO optimization is limited.
I have a simple question, with YouTube launching podcasts, what do you think this will mean for Google Podcasts? Does it create a conflict in anyway or is it irrelevant because Google Podcasts hasn't secured any significant market share? Finally, does YouTube's entry to podcasting mean the podcasting industry is closer to dynamic ad insertion and a YouTube Partner Programme type of monetisation style?
That's a good one. I just added it to the queue.
Was Brian Stelter fired by CNN because (a) his ratings were low, (b) he was a backchannel to the Zucker or a symbol of the ancien regime (c) he turned off the moderates and independents that the new CNN chief wants to use to grow the network's audience (d) to remove an easy foil that Fox was using to the tarnish the entire CNN brand, (e) some other reason or (f) all of the above?
Responding to your various theories in order (a) I'm not a ratings guru, but from what I've read his ratings were decent but not amazing. This probably wasn't the sole reason he was fired. (b) I don't know that his relationship with Zucker hurt him since Zaslav and Zucker were reportedly friends. (c) It seems that incoming senior brass at CNN were worried about the network's leftward tilt and this is some sort of course correction. (d) Stelter was a constant target of Fox, so this probably caused some headaches. Then again, Keith Olbermann was a constant target of Fox, and that turned him into an MSNBC firebrand.
As a veteran of the print newsletter industry, we always offered a "premium" product as an incentive for subscribers to go paid or renew their subscriptions. This was a main staple of newsletter marketing in the past. Here's the question: why hasn't Substack built in capability that allows its creators to send a product to folks who pay for the newsletter? It's just another step for the time-strapped creator/author/writer to find an entirely new platform for this incentive product.
Ooh, this is a good one. I'll definitely be answering it in a future newsletter.
Who are you following to learn more about the future potential of media on the blockchain? And are there any projects so far that have captured your imagination?
So I follow the crypto space from a distance, mainly through mainstream publications like Bloomberg, Digiday, etc...
I don't follow many crypto influencers or crypto-focused publications, mainly because I find so many of them insufferable. Of all the crypto-related media entities I've heard about, the only one I've found interesting was the newsletter Dirt...but mostly because it's not a newsletter about crypto...it just sells NFTs to fund its content. Most of the other Web3 projects I've read about are doing nothing innovative or interesting.
Thanks Simon. I feel you, the shills are excruciating. But Bloomberg on crypto is like Gen X explaining TikTok trends. Maybe if you followed Web3 from less of a distance, something cool would catch your eye. After all, if blockchain is the future of media, it can’t stay boring forever. I’m enjoying Mr Fox on NFTs (no affiliation). https://mrfox.substack.com/
I'm about to launch a Discord (with the help of someone experienced with the space), one that's tied to my podcast's Patreon. Is Patreon-gated access the chief way to use it to help generate revenue? Be curious how else it's been monetized.
This is a good one. I might broaden the question a bit to make it relevant to a larger audience.
What are some of the policy efforts states have done to combat mis and disinformation on social media platforms and via pink slime news sites. For example, Chevron is funding a local news outlet to push its agenda. Thank you!
So I'm not an expert on this stuff, but my guess is it wouldn't be dealt with at the state level. If anything this seems like an FTC thing to regulate, since that agency has rules in place that ban undisclosed marketing/sponsored content.
1. I've only spoken to one Substack publication that used the Founding Member option. I don't know if it's still the same, but they used it as a form of "startup capital," selling a very high priced lifetime subscription, and they were able to raise about $500,000 doing so. It was a good way for them to prove there was a market for what they were trying to do.
2. I wouldn't read too much into the appearance that a Substacker doesn't appear outwardly to be subscribed to other newsletters. If they're anything like me, they maintain a separate email address for their main account they publish to. That being said, would it be hypocritical for a Substack writer asking for subscriptions to not pay for subscriptions of their own? A little bit. I only subscribe to a handful of Substack newsletters, but I do pay a lot of money each month subscribing to various newsletters, Patreons, and mainstream media websites.