I spent nearly 2k on Substack subscriptions so you don't have to
it's a write off, right?
I fear that the number above is not clickbait.
In the last year, I’ve spent close to 2k on newsletter subscriptions (the majority being Substack with a couple stand alone paid newsletters through other platforms). Currently, after some purging and one-offs throughout the year, my annual total on Substack alone is over $1400 in annual subscription fees with the current collection of subscriptions (that amounts to 24 paid Substacks at the time I’m writing this).
That might seem excessive (it is) but I think it showcases how quickly subscription-based content adds up and how unsustainable it is for everyday people. I subscribe to many more than I would if I didn’t work in the field I do but as someone who has always been a magazine girl, a blog follower and a newsletter reader, I do wonder what the bill would rack up to if I was just subscribing for “fun.”
I am a firm believer (and have been for years) that Substack is THE place to be right now. It’s in the conversations I have with clients, part of their paid partnership strategy, part of my client research, who I pitch and makes up a healthy portion of my media diet. There is no longer time to be an early adopter/user/writer, if you’re new, you are right on time, if not a few steps behind but now or never!
There are writers on here bringing in hundreds of thousands from Substack alone (yes), it’s helping people land cookbook deals, allowing journalists to leave traditional media etc... Let’s just say there’s a lot of money to be made and paid here. But I’ve also seen (from all my paid subscriptions and beyond) that not all ‘stacks are created equal and honestly a lot are not worth the $5 a month baseline Substack has on paid subscriptions-and that is being polite.
Before diving into some favorites, a few little notes here:
What I think makes a Substack worth paying for (what makes me pay and keep paying)
A strong POV
Consistency and accountability
Offers something new/of value
Tangible takeaways (this is a little harder to define but I gravitate towards long form reported articles or storytelling/essays, recipes or recommendations from people whose taste I appreciate/admire.)
Why I’ve unsubscribed from paid subscriptions
Mean-spirited or TMI
No meanies allowed. There have been a couple newsletters that initially caught my eye and then became pretty off-putting. Ex: One just felt like mean girl gossip for the sake of it (I don’t like funding mean girls) and another became so deeply personal it felt icky, voyeuristic and uncomfortable to read-it went beyond vulnerability especially when it was sharing private details about another person (It’s human nature to be a little nosey but it felt distasteful).
The content direction changed
People grow and evolve and so will their content! Nothing wrong with that but sometimes we outgrow as readers or are just in different places. Ex: a writer I really liked ended up making her paid subscriptions all wedding planning and budgeting related, while I do like wedding content, paying extra for it when the content I was actually there for was all on the free tier felt a little silly.
Felt phoned in
Many times when I am choosing to upgrade to or right-off-the-bat choose a paid tier of a Substack, I am investing in that specific writer and the potential I see. Sometimes it becomes clear a few issues in that either the writer lost steam or maybe just doesn’t want to do this as much as they thought they did/maybe were told it would be a good income channel by their team. You can tell in content when it was a box to be checked and it’s just not a fun read especially when you know that you paid for that.
Here for a good time, not a long time
Sometimes I just really want access to one issue-sue me! Whether it’s a specific article a client is featured in or a topic I’m really interested in, I am definitely guilty of subscribing for a month or two to read it and then cancelling later when there isn’t additional content that sparks interest. It’s okay to not commit for a year if you aren’t sure.
Now onto the fun stuff (I’m not going to call out the ones that I’ve unsubscribed from or don’t like, just highlighting a few (paid) faves that I think are worth the subscription!)
I have followed Maggie on Instagram for years, her perspective on social media, mental health, tips and recs have always been so refreshing and thoughtful. Her recommendations are always top tier and well researched and her healthy relationship with social is something to strive for! She also is a really wonderful example of being a mom online, respecting her little one’s privacy and still sharing that side of her life. She also makes me feel a little homesick for the Pacific Northwest (in a good way) and I love seeing all her outdoorsy adventures and coffee shop adventures alike. I want to be like Maggie when I grow up!
Alexis is one of my fave recipe developers, her stunning property in the Hudson Valley and hundreds of baby chicks don’t hurt either. The best way I can describe her recipes are “highly cook-able.” So many recipes are gorgeous and impressible but few I actually would picture making on an average weeknight. I love that Alexis has a combo of simple recipes with more elevated options for entertaining with lifestyle and personal anecdotes peppered in.
I have been a fan of Rachel since her Bon Appétit days and ever since she started, Link in Bio has been one of the BEST, most valuable newsletters (and resources) around social and marketing as a whole. Link in Bio is also a great example of the newsletter itself only being the tip of the iceberg. Rachel has done a great job of being an advocate for social media pros and making Link in Bio an invaluable resource-from IRL events to a job board, best practices and a discord channel, it’s clear that Rachel actually wants to help people and educate, she easily could be charging a few grand like those business coach scammers to share all of this but you can get it all for *enter every substacker’s favorite phrase to justify charging* “less a month than your daily iced latte.”
If you are in any marketing adjacent field or into *culture* you probably know Emily Sundberg. Put lightly, Feed Me is a business. It’s not blog-like, it’s editorial, reported and researched as well as having a clear POV and plenty of hot takes. I think of Feed Me as Substack’s The Cut with a business-y twist. Feed Me has a pulse on the zeitgeist and what’s culturally cool at the moment. If you are cool girl, or want to be one, you read Feed Me (positive connotation). With topics that range from tariffs to GLP1s from MAGA parties to gatekept facialists, don’t worry, you’ll be fed.
Dani does not put herself into a box. If I were to try to explain the writing and perspective of Dani in one sentence I’d probably struggle to encapsulate it all. She’s an expat in Copenhagen, a dog mom navigating grief, a productivity and organization pro, a progressive activist, loves good food and is obsessed with hydration. Somehow it all connects and feels authentic and engaging no matter what the topic is. The underlying theme to all of Dani’s work is research! Tried and true methods, systems and storytelling all backed by science and highly functional. Whether you are trying to feel more organized in life or your business or your digital space, I’d highly highly recommend following along. Dani also has lots of downloads and tools that support and supplement her writing and processes.
A new addition to my lineup, food content fatigue is a real thing. When you consume food content all day every day, sometimes it can feel like you are seeing a lot of the same thing. While Max isn’t doing anything crazy or “new,” his style of cooking is exactly what I want I’m craving right now-that crispy chipotle trout with apple and kohlrabi salad-YUM! Also shoutout to Max for being the token man in this lineup (very curious what the data is on % of Substacks written by men bc it definitely seems like the girls are leading the charge).
Who knew I’d be looking to the founder of a beverage brand for shopping and style inspo but here we are. There is some very real cognitive dissonance that comes from the life Glossier alum and Ghia founder, Mélanie, depicts online. On one hand she is discussing fundraising, keeping a lean team, the always-on life of being a founder, on the other? The curated (incredibly chic and incredible expensive) wardrobe she styles, galavanting from her epic NYC loft to her newly renovated Parisian apartment to Costa Rica surf trips and other glamorous vacations peppered in. There are a lot of CPG founders envious of her lifestyle but is it part of her job as a founder to present this lifestyle? Is her life inspiring enough to think “I want to life like this, I’ll drink a Ghia!” I don’t know about that but I do know she has impeccable taste and I do read every issue (with my wallet in the other room and a lot of self restraint). More thoughts on founder substacks and personal brands later….
I would be remiss to not include the lovely Leslie in this post-my very first Substack subscription! Morning Person has amassed over 46k subscribers that follow along each week for Leslie’s Tuesday issue that covers everything from books she’s reading, her separation from her husband, Costco shopping lists, expert interviews, social media addiction and her relationship with alcohol. I feel like In many ways I feel like I’ve grown up with Leslie! 5 years ago I did an informational interview (call) with her a couple weeks after Covid started, not long before she left Cupcakes & Cashmere, starting Morning Person and moved to Portland, right as I was leaving the city. As a loyal C&C reader since middle school, following Leslie to where she landed next was a no-brainer. Substack was VERY new but I decided that the $60 a year to continue to keep up with one of my fave writers was worth it-4 years later I would still recommend it! A couple extra notes: Leslie is CONSISTENT. From the jump her style, format and design was solid. Also Leslie’s newsletter is ad and affiliate free-a rarity these days that I find incredible refreshing.
What are your faves? What type of ‘stacks do you gravitate towards?
xx,
Delaney
p.s. I have a BUNCH of gift subscriptions so if you see one above that sparks interest message me which one and your email and I’ll send it over for you to check out! Got an overwhelming amount of dms and messages for this so no more gift subs available
***This weekend, Substack is running a Labor Day sale and lots of ‘stacks have discounts for annual subscriptions so if one is sparking interest now would be a good time to give it a try. I hope this gives some inspo!
Thank you for your dedication to the cause! A newer substacker here — you called out the token male in this list, I’ve also noticed spaces can be a bit homogeneous, typically white women (I write cultural commentary and style content).
As a psychologist in a past life, I’m super curious if a) my algorithm is skewing my perception and Substack is wildly diverse, b) it’s a relatively new platform so users are inconsistent across demographics and there’s literally fewer people of colour, men, etc using it, or c) something else entirely.
excellent list!!