Substack is the new Atlantic, New Yorker, Sunday Times

Narrowcasting for the broad minded

If you write about anything, this is for you.

I write wonky, non-fiction books about China and publish an even wonkier newsletter for central bankers interested in Chinese governance.

It’s a niche market but, though I specialize obsessively in an unfashionable topic, I longed for popular recognition, like any writer. Then a publisher friend to whom I complained suggested Substack. Distribution was free, he said, the interface simple, publishing takes seconds and, he added encouragingly, “Nobody reads your stuff anyway, so what have you got to lose?”.

I had spent thousands looking for an audience on Google, Amazon and Facebook. None was cost-effective. But Substack managed to find lots of people who enjoy my ravings and even send me money.

Substack is non-fiction writers’ most accessible, affordable medium for finding an audience. If you write, write. Let Substack find your audience because it’s really good at that. Focus on your writing and, eventually, Substack will start to pay you for the privilege of representing you.

Such a deal.