At the core of every effective media relations strategy is a well-researched, targeted media list. Traditionally, this list focused on broadcast and print outlets. With the rise of digital media, it expanded to include online publications and influential blogs. Podcasts then introduced a powerful new channel for reaching loyal audiences. Now, a new platform is capturing our attention: Substack. With its rapid growth and increasing influence, Substack is quickly becoming a powerful player in the modern media landscape and a valuable opportunity for public relations. 

Substack’s growth speaks volumes. The Wall Street Journal reported that the platform reached five million paid subscribers in March, which is up more than one million since November. On its own website, Substack notes that it has more than 50 million active subscriptions including a mix of paid and free content. 

What is Substack? It is a platform that helps writers and creators build paid publications and grow direct relationships with their audience. Substack mixes the features of a blog, e-newsletter and app. Readers can choose which format to view. The platform is mostly written content, but it can also include photos, videos and audio.  

Who are the Creators? The platform’s appeal is in its simplicity and creator control. Individuals can own their audience data (email subscriptions), monetize content and build personal media brands. Many journalists are making the leap from traditional outlets to independence with Substack. In a recent PR Daily article Alexis Benveniste was highlighted as part of a “new wave of seasoned journalists who are becoming entrepreneurial.” Newsweek also explored the trend in its article “Why Is Everyone Suddenly on Substack?” mentioning several reporters who decided to pursue an independent role rather than seeking a traditional media position. 

Who are the Subscribers? While traditional media paywalls face pushback, Substack continues to draw in a loyal paying audience. These readers are different. They are investing in the individual voices that they trust rather than access to general content. The New York Times’ spoke with several readers, many stating that they are willingly paying for multiple subscriptions. They have a vested interest in supporting a particular person’s work.    

How to Pitch Substack Creators? Don’t overlook the PR opportunities on Substack. Writers may not be listed in media databases or work for a top-tier outlet, but they have an incredibly engaged and loyal audience. The relationships with Substack creators may also look different. It can be a blend of a traditional journalist and social media influencer. Pitching success will still rely on knowing what content resonates with their audience. But there can also be opportunities to be more creative or coordinate a strategic paid partnership with a Substack creator. 

With thousands of newsletters and various levels of access to paid content, navigating Substack can be overwhelming. But the platform’s growth signals that now is the time to explore its potential as part of your media relations strategy.