Not long after I started hearing about Substack, some of my favourite writers and bloggers began to move their work to the new platform. I now subscribe to more than a dozen Substack authors, although being a penniless blogger, I’m restricted to the free offerings in each case. Thus far I’m definitely seeing Substack as a positive influence in the online world, so this Mike Solana post was of some interest to me:

MIKE SOLANA: In your and Hamish McKenzie’s recent essay, “The internet needs better rules, not stricter referees”, you say Substack is changing the publishing model. Before we get into all that, how would you characterize the publishing landscape before Substack?

CHRIS BEST: My general story on this is we’re coming out of an age of attention-monster social media. People used to get bored. People used to have this problem of like, I don’t know what to do with my time. Then the internet, and especially the mobile internet, took over ALL of our time and attention. It filled up every crevice in our life.

In the first phase of that — the attention suck — it was like this giant land grab. If you were making something that competed for attention space, you wanted to grab as much as possible, as quickly as possible, because there’s only so much. You were competing for people’s 10 minutes while they were waiting in line at the grocery store or whatever. So publishers made content free, and they made it as broadly-compelling as possible. The goal was to grab as much attention as possible in the lowest friction way possible, and to turn that attention into money through advertising.

And listen, none of that was nefarious. None of that was like, people with tented fingers going, “Aha! This will create something bad!” But when you create a system like this, you end up with a certain incentive structure. Then, if you build your algorithms to serve your business model, the incentive structure you create for people participating in your network drives a certain sort of behavior.

The platforms all optimized for things that brought cheap engagement at all costs, that interaction weighed to some of the worst aspects of human nature, and drove emergent behavior that gave us many of the things we see today. The legacy media just got totally steamrolled by all of this, and lives in the world created by these platforms.

SOLANA: Do you really feel that Substack is completely protected from this scaled advertising dynamic with its subscription model? There are a lot of legacy media institutions that have subscriptions, and have had subscriptions for the last 10 or 20 years, in addition to running ads. Personally, I’m also getting requests to run ads on Pirate Wires fairly often. I’m not biting, which maybe answers my question before I’ve asked it, but … do you really see this all changing?

BEST: I think the subscription model is necessary, but not sufficient, right? First of all, as a writer, that you can actually make real money doing this is by itself a big deal. I’ve convinced a lot of people to do subscription instead of ads, and usually they come back to me later like, “Thank you, you changed my life. I can’t believe I was ever thinking the other thing.”

People tend to think about this like, “I could make money with ads. I could make money with subscriptions. Two moneys is better than one money.” But when you’re making the best possible product to drive subscriptions, what you end up having to write is qualitatively different — and better — than the thing you’d have to do to drive the most ad revenue.

If you want to earn and keep the trust of a relatively small number of people who value your writing really deeply, deeply enough to pay for it, and you want that number to grow, the work you do in that world is different than the work you do if you’re like, “I need to get as many people to hear my Casper mattress ad read as possible.”

However, to your point, it’s not enough. One of the big problems with Substack now is people are like, “Great, we’ve got this place where the incentive structure works differently, and I want create this better product to earn and keep the trust of my subscribers … but the way that people find out about my stuff is still on Twitter.”

So we’re kind of downstream from this, you know, attention sewage factory of incentives. I think for Substack to live up to the idea of letting readers take back their mind, and their attention, and helping us all create this kind of alternate universe of content with different laws of physics … we need to do more on that front.