Reader survey report in the name of collective benefit and transparency. Paid newsletters are relatively new and we’re all trying to figure out how to relate to it. Come join the conversation!
"We don’t need more stuff, we need better stuff" - this absolutely made my day. I've been thinking for far too long about all the extras I could be offering, and it's just exhausting.
Just 👏 drop 👏 it 👏 you’re already doing amazing stuff and your orange hat in the videos is becoming a marker 💫
I’ve been running an art membership for three years already (not on substack) and I’ve come to the conclusion every time I try to “spice things up” or add stuff etc that it really doesn’t change much. Actually simplifying and even taking off is sometimes even better… mind blowing I know
I am SO encouraged by that as well! At the end of the day, I just want to be writing (which is why we're on Substack instead of other social media platforms, I'm assuming), so I love this.
Yeah, a lot of this is really reassuring. It seems quite different to what I imagine you'd find on, say, Kickstarter or Patreon, where the extras have a much higher emphasis.
I wonder if us all being used to the patreon model is why we’ve felt this pressure to add more benefits? Just out of habit because that’s what we’ve seen other people do for so long
I've often fancied doing a Kickstarter, and I know a few writers around here do so for the print versions of their books, but I've never managed to make the time commitment make any kind of sense.
Of the 74% who would pay for a newsletter because it adds value to their day (not because of extra bonuses, etc.), I'd be curious to know how many of these people are also writers on Substack. Does the general public who are not writers value these newsletters in the same way?
Very good question that I’d love to have an answer to haha!
Wonder how to get that type of data though… this survey was to a large extent (if not exclusively) filled out by people who were already on the substack platform.
Though I also wonder if it’s an issue or not considering the statistics of 40 million readers and 3 million being paid… there seems to me to be enough of a potential willingly paying reader base just on the platform itself, what do you think?
That's a good point! Those stats do seem favourable. So much of it seems to come down to whether or not the reader feels a connection to you, regardless of bonuses, etc.
Yes I think so too - and I guess it’s Both a good and a bad thing haha. good because it favors authenticity, bad because it can feel overwhelming wanting to be “liked” if that makes sense…
Yes, and I think it can be hard to try to be as authentic as possible in order to create the space for people to feel connected to you while also having boundaries around what you're willing to share.
This was so insightful and also comforting. I love that so many people are here for the writing as opposed to extra perks. That feels like something, as a writer, I can provide.
Apt analysis of results, Elin. You are an economist, after all. (I enjoyed the overall tone in this post, oozed additional confidence and a sense of surety). Findings generally fall within what I expected.
I am particularly encouraged by the value attached to good writing as can be seen from the survey. People pay for products, and writing is the product here. Good writing is good thinking expressed well.
Thanks for this, very informative and illuminating info.
I feel as though I’ve gone over it and updated 10 times since publishing cus there seems to just be full of typos and forgot some ending comments and all 😅😅😅 a bit sleepy writing corner in bed tonight… should’ve maybe saved to reread and post tomorrow but I was too excited to get it out
Welcome. It's good, haven't noticed any issues. Besides, I think your readers already love you by now; they can barely notice anything even if there were errors to see.
You work hard, and you create value. I'm sure your readers will vote with their dollars, euros, shillings, kronas, etc. when the time comes. You'll see.
I guess one answer I was looking for in this wonderful essay, is why there’s not (one-time) option for folks to donate (a sum of their choice) when something they read or listen to strikes them. I think this would be very effective, as it would touch the parts of our brain that “shopping“ touches.
lol, it’s three in the morning for me, so if that’s in there, I need to reread it again, and my apologies if it was touched upon.
This is well written. As primarily a singer/ songwriter, I can only hope you’re including music creation when you say “People pay for products, and writing is the product here.” After I complete my stated goal of 52 original songs in 52 weeks. I plan to just sing a song (simply recorded) every Sunday morning, writing out the lyrics as well, and posting it.
As you and I discussed (after the excellent 1st essay I read of yours) You can relax a bit after reaching your childhood goal. I have been drawn into writing poetry and fiction as well since joining Substack. I was too ambitious and too sporadic for this to become a serious part of my platform, so I thought to just do the music and finish my goal. This may not be the platform for music, and you may be correct after all.
(my two paid subscribers ALSO love my writing.)
Someone mentioned “quality over quantity,“ and I agree with this. I have many, many more original songs to come. The musicians I have played with over the years say I am one of the most prolific songwriters they have ever known—but once I feel I am not posting quality music anymore I will stop.
Then I will move onto my creative fiction writing, but this day is (and not to brag) a long way off. I can continue to sprinkle in poetry during the week.
I guess one answer I was looking for in this wonderful essay, is why there’s not (one-time) option for folks to donate (a sum of their choice) when something they read or listen to strikes them. I think this would be very effective, as it would touch the parts of our brain that “shopping“ touches.
I’ll put that to the original author of this piece as well because I’ve written so much here that I am lost and have forgotten her name. It is only because of the quality of your writing, and seeing that you re-stacked this that I took the time to read it. I hope you will consider that a compliment.
Thank you, Sea, and thanks for your gracious time. You take your time to address an issue, and this I am and will always be grateful for.
I agree with what you say here, about moving to other forms of writing as well as if there was an option for a one-time donation. I think this is something that Substack should seriously consider.
Music is obviously a lot more than writing, and I do submit that your job is much harder than mine. I only write. However, a lot more is required for good music, all the way from writing to production.
I, for instance, just know good music when I hear it. I know little about the details that go into producing it, but I know they're many. Here, music is the product, and it is one that involves much more than writing.
This is a job that you do well, which is why I am sure you'll continue to even as you think about expanding your portfolio to poetry and fiction.
Thanks Patrick. It is always a pleasure communicating with you. This last LP I’m putting out, well, let’s just say I wish I had recorded every conversation I had with the producer back when we were friends and I hung out most nights and slept over and we were really working on the project as a team. He actually said, “if you wrote a book about this recording project, I would read that“ so yes, I wish I had at least kept notes— now I am doing final mixes by text! He got a girlfriend, she moved in, and I haven’t been to the studio in over three months because she doesn’t want me around, lol. I’ve never done final mixes without being in the room before but I’m doing my best. I’m just speaking to text, and I’ve got to get busy this morning so I’m not going to go back and edit as I would normally do. Just wanted you to know that I appreciate you, as always!
Really useful, thanks Elin! Not only does it give me food for thought as a newbie on the platform (first published a piece a month tomorrow), but it also shows that my way of offering support goes in a different direction out of necessity. Whatever the case, I'm still striving to do my bit!
Thanks again for putting this together, it's clear the community really appreciates your hard work, and the resulting insights.
Thanks Martin - my conclusion is the same especially with regards to the value of authenticity. Stick with your own thing and the right people will find the value they look for in that 🙏🏼
Yeah I read his thoughts and absolutely agree - if the only goal is the metric of number of subs paid or free you will most likely 1) burn out and 2) not have fun
Fascinating stuff! I've recently had some inspiration on this topic, so thank you for adding this useful survey to the mix.
I didn't think about where to put the paywall and sending out paywalled content. It doesn't actually bother me, in fact, sometimes I'm like "phew! I don't need to ready it, because I have so many more to read!" 😆 (Although, I did recently unsubscribe to some that I felt had a lot of paywalled content, so I will never be able to be upsold. 🤷♀️")
I did the same actually with those who had most paywalled! Not because I’m not interested just because I felt the ratio wasn’t making sense to me and I wasn’t able to get a good feeling for the writing ✍️ thanks for being here Mika you’re a shining star 🌟
Loved this! Interesting to see so many people agree with my responses 👀 Reassuring that people aren't incentivised by more-more-more bells and whistles / they're not overly fussed with discounts x
Such interesting and helpful findings! Great share Elin. I’m so surprised the percentage of people who prefer to pay yearly is so high — I think that’s super encouraging too.
So interesting to gain some insight on all this. I haven’t even considered a paywall but often wonder how many subscriptions people pay for (perhaps my interests are too broad!).
Oooh this was another question that I thought of after the survey was sent out 😅 I’ve got a long list with follow ups haha, maybe need to make another. I love field research like this it’s so interesting
I agree that's it's a relief to hear that mostly people want good writing/content, not necessarily extras, deals, etc. Thanks for doing this and sharing the results!
This was really insightful. I don’t think with work and studies I will be able to go paid on my newsletter soon but I’m realising I can work towards improving the quality of my content in the meanwhile because clearly people love that.
What bothers me though is the fact that we don’t talk about purchasing power parity much on this platform. I am from India, and spending $5 each month to read a newsletter (roughly 450-500 INR), is too much. Although majority of my new readers are not from India, but we are missing out on a potentially huge audience of paid subscribers on this platform by not taking purchasing power parity in account. The similar could be the issue with other countries. And that really makes me hesitant to even think about going paid. Maybe some introspection, personal growth and ofcourse a few modifications in the platform will be a saviour!
Anyway, loved reading about the numbers. Great effort Elin 👏
You’re definitely right with regards to difference in purchasing power! I have a lot of clients from India for my embroidery work and I always offer additional discounts for anyone who reach out to measure the value in relation to their currency. This is something that I think you could consider too because you wouldn’t need a lot of signups in order to gain a significant income (as the majority aren’t in India).
For me in Europe for example like is so expensive that unfortunately there’s a need for many thousands to make a living - so there are ups and downs with everything. I’ll definitely think about this and perhaps write something more on the topic as it’s easy to get “home blind” with one’s own reality 🙏🏼
And I love that you offer additional discounts to clients from other countries where the currency is weaker as compared to USD or EUR. I think it’s a great way to build a long lasting relationship with them. Kudos to you, because I know many people don’t consider it but the fact that you implement it is commendable, considering you may not earn much from these sales in terms of your currency 👏
Ps, if I was you I’d break down how many supporters you’d actually need in order to gain as much as your current income… it would give you a perspective and actionable goal to work towards. In this case, the currency is in your favor 🙏🏼❤️
As an entrepreneur it’s more than money that matters and I’ve noticed how for example my Indian clients are the most incredible supporters bringing life to the community, which is invaluable and worth more than money as it translates to positive experiences also for those who may be able to pay in full. It’s all a delicate balance and I think the greatest power is when we all recognise our worth and value we can bring to the collective for everyone to thrive 🥰❤️ wishing you all the best!
The better your work, the better your readers stick to you. This is the key takeaway I got from your survey. High quality posts are the gateway to more subscribers and retainance of them.
Ah, thank you for doing this! Fascinating responses. Reassuring in large part, too, and suggests that the writing really is the thing, rather than gimmicky bells and whistles. I constantly struggle with whether to paywall any of my stuff, and these insights are really very useful and appreciated.
Thanks Simon! It’s a constant internal battle isn’t it to find the right balance… I’m still solid in wanting to add it, but the past months of interacting with the platform and doing research has definitely helped me better clarify what balance I enjoy myself and as such what I want to do for my own publication
Love some good starts, love great insights. Amazing break down as well Elin! 🔥thank you for doing the work for all of us by uncovering what everyone wanted to know ❤️
Thank you Carmen - you’re such a cheerleader it’s absolutely amazing ❤️❤️ when I went into this (referring to Substack at large), I promised myself to be as straight to the point as possible and not limit myself to what you’re supposed to vs not supposed to do… i wanted to know and so I assumed others wanted to 😅 which one (if any) surprised you the most? For me it was probably the community one - I thought more were signing up for that tbh as it’s what’s marketed a lot but seems like no!
"We don’t need more stuff, we need better stuff" - this absolutely made my day. I've been thinking for far too long about all the extras I could be offering, and it's just exhausting.
Just 👏 drop 👏 it 👏 you’re already doing amazing stuff and your orange hat in the videos is becoming a marker 💫
I’ve been running an art membership for three years already (not on substack) and I’ve come to the conclusion every time I try to “spice things up” or add stuff etc that it really doesn’t change much. Actually simplifying and even taking off is sometimes even better… mind blowing I know
It’s a good thing I gave an orange hat for when the weather gets warmer! Haha
Thank you for the encouragement 🧡🧡🧡
I am SO encouraged by that as well! At the end of the day, I just want to be writing (which is why we're on Substack instead of other social media platforms, I'm assuming), so I love this.
Yeah, a lot of this is really reassuring. It seems quite different to what I imagine you'd find on, say, Kickstarter or Patreon, where the extras have a much higher emphasis.
I wonder if us all being used to the patreon model is why we’ve felt this pressure to add more benefits? Just out of habit because that’s what we’ve seen other people do for so long
That's a really good point. The Patreon/Kickstarter model has arguably shifted the 'value' away from the thing itself towards all the extras.
It’s like people have been programmed to be rewarded for their support.
I ran a Patreon for a bit, back in 2013 or 2015 - it was a while ago... and all those PERKS took up sooo much time!
I've often fancied doing a Kickstarter, and I know a few writers around here do so for the print versions of their books, but I've never managed to make the time commitment make any kind of sense.
Of the 74% who would pay for a newsletter because it adds value to their day (not because of extra bonuses, etc.), I'd be curious to know how many of these people are also writers on Substack. Does the general public who are not writers value these newsletters in the same way?
Very good question that I’d love to have an answer to haha!
Wonder how to get that type of data though… this survey was to a large extent (if not exclusively) filled out by people who were already on the substack platform.
Though I also wonder if it’s an issue or not considering the statistics of 40 million readers and 3 million being paid… there seems to me to be enough of a potential willingly paying reader base just on the platform itself, what do you think?
That's a good point! Those stats do seem favourable. So much of it seems to come down to whether or not the reader feels a connection to you, regardless of bonuses, etc.
Yes I think so too - and I guess it’s Both a good and a bad thing haha. good because it favors authenticity, bad because it can feel overwhelming wanting to be “liked” if that makes sense…
Yes, and I think it can be hard to try to be as authentic as possible in order to create the space for people to feel connected to you while also having boundaries around what you're willing to share.
I was wondering the same thing!
This was so insightful and also comforting. I love that so many people are here for the writing as opposed to extra perks. That feels like something, as a writer, I can provide.
Indeed super comforting 💯 the trend got clear from the start and I was just so happy, definitely the sign we all needed 🥰
Such beautiful insight.
Apt analysis of results, Elin. You are an economist, after all. (I enjoyed the overall tone in this post, oozed additional confidence and a sense of surety). Findings generally fall within what I expected.
I am particularly encouraged by the value attached to good writing as can be seen from the survey. People pay for products, and writing is the product here. Good writing is good thinking expressed well.
Thanks for this, very informative and illuminating info.
Thanks Patrick! So glad you enjoyed it!
I feel as though I’ve gone over it and updated 10 times since publishing cus there seems to just be full of typos and forgot some ending comments and all 😅😅😅 a bit sleepy writing corner in bed tonight… should’ve maybe saved to reread and post tomorrow but I was too excited to get it out
Welcome. It's good, haven't noticed any issues. Besides, I think your readers already love you by now; they can barely notice anything even if there were errors to see.
You work hard, and you create value. I'm sure your readers will vote with their dollars, euros, shillings, kronas, etc. when the time comes. You'll see.
Elin, this is well crafted.
I guess one answer I was looking for in this wonderful essay, is why there’s not (one-time) option for folks to donate (a sum of their choice) when something they read or listen to strikes them. I think this would be very effective, as it would touch the parts of our brain that “shopping“ touches.
lol, it’s three in the morning for me, so if that’s in there, I need to reread it again, and my apologies if it was touched upon.
This is well written. As primarily a singer/ songwriter, I can only hope you’re including music creation when you say “People pay for products, and writing is the product here.” After I complete my stated goal of 52 original songs in 52 weeks. I plan to just sing a song (simply recorded) every Sunday morning, writing out the lyrics as well, and posting it.
As you and I discussed (after the excellent 1st essay I read of yours) You can relax a bit after reaching your childhood goal. I have been drawn into writing poetry and fiction as well since joining Substack. I was too ambitious and too sporadic for this to become a serious part of my platform, so I thought to just do the music and finish my goal. This may not be the platform for music, and you may be correct after all.
(my two paid subscribers ALSO love my writing.)
Someone mentioned “quality over quantity,“ and I agree with this. I have many, many more original songs to come. The musicians I have played with over the years say I am one of the most prolific songwriters they have ever known—but once I feel I am not posting quality music anymore I will stop.
Then I will move onto my creative fiction writing, but this day is (and not to brag) a long way off. I can continue to sprinkle in poetry during the week.
I guess one answer I was looking for in this wonderful essay, is why there’s not (one-time) option for folks to donate (a sum of their choice) when something they read or listen to strikes them. I think this would be very effective, as it would touch the parts of our brain that “shopping“ touches.
I’ll put that to the original author of this piece as well because I’ve written so much here that I am lost and have forgotten her name. It is only because of the quality of your writing, and seeing that you re-stacked this that I took the time to read it. I hope you will consider that a compliment.
Thank you, Sea, and thanks for your gracious time. You take your time to address an issue, and this I am and will always be grateful for.
I agree with what you say here, about moving to other forms of writing as well as if there was an option for a one-time donation. I think this is something that Substack should seriously consider.
Music is obviously a lot more than writing, and I do submit that your job is much harder than mine. I only write. However, a lot more is required for good music, all the way from writing to production.
I, for instance, just know good music when I hear it. I know little about the details that go into producing it, but I know they're many. Here, music is the product, and it is one that involves much more than writing.
This is a job that you do well, which is why I am sure you'll continue to even as you think about expanding your portfolio to poetry and fiction.
Thanks Patrick. It is always a pleasure communicating with you. This last LP I’m putting out, well, let’s just say I wish I had recorded every conversation I had with the producer back when we were friends and I hung out most nights and slept over and we were really working on the project as a team. He actually said, “if you wrote a book about this recording project, I would read that“ so yes, I wish I had at least kept notes— now I am doing final mixes by text! He got a girlfriend, she moved in, and I haven’t been to the studio in over three months because she doesn’t want me around, lol. I’ve never done final mixes without being in the room before but I’m doing my best. I’m just speaking to text, and I’ve got to get busy this morning so I’m not going to go back and edit as I would normally do. Just wanted you to know that I appreciate you, as always!
Really useful, thanks Elin! Not only does it give me food for thought as a newbie on the platform (first published a piece a month tomorrow), but it also shows that my way of offering support goes in a different direction out of necessity. Whatever the case, I'm still striving to do my bit!
Thanks again for putting this together, it's clear the community really appreciates your hard work, and the resulting insights.
Thanks Martin - my conclusion is the same especially with regards to the value of authenticity. Stick with your own thing and the right people will find the value they look for in that 🙏🏼
Interesting. These results have made me more determined to be a better writer - quality not quantity.
It’s also important to have an aim as a writer beyond chasing Substack subs, whether paid or free. @russell nohelty has a few thoughts on this today.
Yeah I read his thoughts and absolutely agree - if the only goal is the metric of number of subs paid or free you will most likely 1) burn out and 2) not have fun
Fascinating stuff! I've recently had some inspiration on this topic, so thank you for adding this useful survey to the mix.
I didn't think about where to put the paywall and sending out paywalled content. It doesn't actually bother me, in fact, sometimes I'm like "phew! I don't need to ready it, because I have so many more to read!" 😆 (Although, I did recently unsubscribe to some that I felt had a lot of paywalled content, so I will never be able to be upsold. 🤷♀️")
I did the same actually with those who had most paywalled! Not because I’m not interested just because I felt the ratio wasn’t making sense to me and I wasn’t able to get a good feeling for the writing ✍️ thanks for being here Mika you’re a shining star 🌟
Loved this! Interesting to see so many people agree with my responses 👀 Reassuring that people aren't incentivised by more-more-more bells and whistles / they're not overly fussed with discounts x
Thanks Bella!! Haha great minds think alike 😘
Such interesting and helpful findings! Great share Elin. I’m so surprised the percentage of people who prefer to pay yearly is so high — I think that’s super encouraging too.
Yeah I agree! I was actually really thrilled as I think I’d like to push on that one to enhance a sense of reader relationship…
So interesting to gain some insight on all this. I haven’t even considered a paywall but often wonder how many subscriptions people pay for (perhaps my interests are too broad!).
Oooh this was another question that I thought of after the survey was sent out 😅 I’ve got a long list with follow ups haha, maybe need to make another. I love field research like this it’s so interesting
I agree that's it's a relief to hear that mostly people want good writing/content, not necessarily extras, deals, etc. Thanks for doing this and sharing the results!
Relief indeed! Thanks for being here Brieanna 🙏🏼
Incredibly fascinating and appreciate you sharing with the entire Substack community. Some of these definitely surprised me!
Thank you Sri as always! It was fascinating putting together too!
I’m curious to know which one surprised you the most?
This was really insightful. I don’t think with work and studies I will be able to go paid on my newsletter soon but I’m realising I can work towards improving the quality of my content in the meanwhile because clearly people love that.
What bothers me though is the fact that we don’t talk about purchasing power parity much on this platform. I am from India, and spending $5 each month to read a newsletter (roughly 450-500 INR), is too much. Although majority of my new readers are not from India, but we are missing out on a potentially huge audience of paid subscribers on this platform by not taking purchasing power parity in account. The similar could be the issue with other countries. And that really makes me hesitant to even think about going paid. Maybe some introspection, personal growth and ofcourse a few modifications in the platform will be a saviour!
Anyway, loved reading about the numbers. Great effort Elin 👏
You’re definitely right with regards to difference in purchasing power! I have a lot of clients from India for my embroidery work and I always offer additional discounts for anyone who reach out to measure the value in relation to their currency. This is something that I think you could consider too because you wouldn’t need a lot of signups in order to gain a significant income (as the majority aren’t in India).
For me in Europe for example like is so expensive that unfortunately there’s a need for many thousands to make a living - so there are ups and downs with everything. I’ll definitely think about this and perhaps write something more on the topic as it’s easy to get “home blind” with one’s own reality 🙏🏼
That’s really good advice✨
And I love that you offer additional discounts to clients from other countries where the currency is weaker as compared to USD or EUR. I think it’s a great way to build a long lasting relationship with them. Kudos to you, because I know many people don’t consider it but the fact that you implement it is commendable, considering you may not earn much from these sales in terms of your currency 👏
Ps, if I was you I’d break down how many supporters you’d actually need in order to gain as much as your current income… it would give you a perspective and actionable goal to work towards. In this case, the currency is in your favor 🙏🏼❤️
As an entrepreneur it’s more than money that matters and I’ve noticed how for example my Indian clients are the most incredible supporters bringing life to the community, which is invaluable and worth more than money as it translates to positive experiences also for those who may be able to pay in full. It’s all a delicate balance and I think the greatest power is when we all recognise our worth and value we can bring to the collective for everyone to thrive 🥰❤️ wishing you all the best!
The better your work, the better your readers stick to you. This is the key takeaway I got from your survey. High quality posts are the gateway to more subscribers and retainance of them.
Indeed Edwin! Thanks for showing up and doing the work for Africa 👏
Welcome
Ah, thank you for doing this! Fascinating responses. Reassuring in large part, too, and suggests that the writing really is the thing, rather than gimmicky bells and whistles. I constantly struggle with whether to paywall any of my stuff, and these insights are really very useful and appreciated.
Thanks Simon! It’s a constant internal battle isn’t it to find the right balance… I’m still solid in wanting to add it, but the past months of interacting with the platform and doing research has definitely helped me better clarify what balance I enjoy myself and as such what I want to do for my own publication
Love some good starts, love great insights. Amazing break down as well Elin! 🔥thank you for doing the work for all of us by uncovering what everyone wanted to know ❤️
Thank you Carmen - you’re such a cheerleader it’s absolutely amazing ❤️❤️ when I went into this (referring to Substack at large), I promised myself to be as straight to the point as possible and not limit myself to what you’re supposed to vs not supposed to do… i wanted to know and so I assumed others wanted to 😅 which one (if any) surprised you the most? For me it was probably the community one - I thought more were signing up for that tbh as it’s what’s marketed a lot but seems like no!