The Substack Playbook: Inside The $650M Platform Rewriting Media, Trust, and Creator Economics | Chris Best & Hamish McKenzie (Co-Founders)Why Substack’s model of audience ownership and paid subs is winning: and what’s next for writers and AIIn a world where attention is fragmented and algorithms rule the content landscape, Chris Best and Hamish McKenzie are taking a radically different approach with Substack. Rather than chasing clicks, Substack focuses on a simple yet powerful idea: creators should own their work and make money directly from their audience through paid subscriptions. With over 5 million paid subscriptions and tens of millions of active readers, Substack has turned this model into a transformative force in media. In this episode, Chris and Hamish unpack how they’re reshaping creator economics, navigating AI’s role in creativity, and enabling a new era for writers, from serialized fiction to short-form video. Their bet? That if content adds real value—whether it educates, entertains, or helps people earn—audiences will pay for it. In our conversation, we explore:
Thank you to the partners who make this possibleVanta: Automate compliance and simplify security. Explore the episodeTimestamps(00:00) Intro (05:27) An overview of Substack and its current scale (06:53) The origin story of Substack (19:20) Finding the first believers (24:17) Successful fiction on Substack, and why there’s potential for much more (29:09) The different mediums available on Substack (32:27) How Substack’s feed differs from social media (37:33) The clash with Elon Musk and Twitter/X (47:23) How Substack’s network helps creators succeed (52:07) TikTok creators moving to Substack after the ban (56:20) The future of paid media consumption (58:24) Chris's grand unified theory of AI and media (1:07:07) Substack’s AI tools (1:10:54) Why it’s hard to predict where AI is taking us next (1:13:42) Advice for traditional media institutions (1:16:48) Final meditations Follow Chris BestLinkedIn:https://www.linkedin.com/in/cjgbest/ Follow Hamish McKenzieX: https://x.com/hamishmckenzie LinkedIn: https://www.linkedin.com/in/hamishmckenzie/ Resources and episode mentionsBooks
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