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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 AI

Mario Gabriele
May 6
 
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In 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:

  • How Substack grew from a simple newsletter tool to a multi-format media platform with 5 million+ paid subscriptions

  • Why the "soul connection" between creators and audiences is becoming more valuable in an AI-dominated world

  • The inside story of Substack's clash with Elon Musk and how it ultimately strengthened their platform

  • Why the ceiling for great writing and culture might be much higher than we're currently imagining

  • How Substack's subscription model creates dramatically better economics for creators than ad-supported platforms

  • Chris's "grand unified theory" for how AI will influence content creation and consumption

  • Why their short-form content isn't just a "sticky trick" but a pathway to deeper engagement and discovery

  • The future of traditional prestige media brands

  • Much more


Thank you to the partners who make this possible

Vanta: Automate compliance and simplify security.
Brex: The banking solution for startups.
WorkOS: The modern identity platform for B2B SaaS.


Explore the episode

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Timestamps

(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 Best

X: https://x.com/cjgbest

LinkedIn:https://www.linkedin.com/in/cjgbest/

Follow Hamish McKenzie

X: https://x.com/hamishmckenzie

LinkedIn: https://www.linkedin.com/in/hamishmckenzie/


Resources and episode mentions

Books

  • The Anxious Generation: How the Great Rewiring of Childhood Is Causing an Epidemic of Mental Illness: https://www.amazon.com/Anxious-Generation-Rewiring-Childhood-Epidemic/dp/0593655036

  • The Canterbury Tales: https://www.amazon.com/Canterbury-Tales-Geoffrey-Chaucer/dp/0140424385

People

  • Jairaj Sethi on LinkedIn: https://www.linkedin.com/in/jairaj-sethi/

  • Andrew Chen on LinkedIn: https://www.linkedin.com/in/andrewchen/

  • Mike Kerns on LinkedIn: https://www.linkedin.com/in/mike-kerns-63219/

  • Patrick Collison on LinkedIn: https://www.linkedin.com/in/patrickcollison/

Other resources

  • Substack: https://substack.com/

  • Kik: https://kik.com/

  • Listicle: https://en.wikipedia.org/wiki/Listicle

  • The dress: https://en.wikipedia.org/wiki/The_dress

  • Craigslist: https://www.craigslist.org/

  • Stratechery: https://stratechery.com/

  • The Weekly Dish: https://andrewsullivan.substack.com/

  • Sinocism (Bill Bishop’s newsletter): https://sinocism.com/

  • The Chatner (Daniel Lavery’s newsletter): https://www.thechatner.com/

  • No one will ever read your book: https://www.elysian.press/p/publishing-industry-truth

  • After Babel (Jonathan Haidt’s newsletter): https://www.afterbabel.com/

  • Story Club with George Saunders: https://georgesaunders.substack.com/

  • Substack Notes: https://support.substack.com/hc/en-us/sections/14408747121940-Notes

  • Substack: Empire of Narratives: https://thegeneralist.substack.com/p/substack

  • Carla Lalli Music on Substack: https://carlalallimusic.substack.com/

  • The Parnas Perspective: https://aaronparnas.substack.com/

  • Baumol effect: https://en.wikipedia.org/wiki/Baumol_effect

  • Live video on Substack: https://support.substack.com/hc/en-us/articles/30316077882516-Getting-started-with-Live-Video-on-Substack

  • The Jim Acosta Show:

  • The Atlantic: https://www.theatlantic.com/

  • The Economist: https://www.economist.com/

  • The New Yorker: https://www.newyorker.com/

  • The Ankler: https://theankler.com/

  • The Bulwark: https://www.thebulwark.com/

  • The Free Press: https://substack.com/@thefreepress


Subscribe to the show

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Production and marketing by penname.co. For inquiries about sponsoring the podcast, email [email protected].

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