Does Salman Rushdie’s decision to publish on Substack signal a threat to book publishing?

Email newsletters might be associated with the ghost towns of old personal email addresses for many: relentlessly accumulating unopened updates from organisations, stores and services signed up to and forgotten in the distant past. But over the last few years they have experienced a revival, with an increasing number of writers supplementing their income with paid newsletter subscriptions.

Most recently, Salman Rushdie’s decision to use the newsletter subscription service Substack to circulate his latest book has sparked conversation around this platform and its impact on the world of publishing.

What is Substack?

Launched in 2017, Substack allows writers to create newsletters and set up paid subscription tiers for them, offering readers a mixture of free and paywalled content in each edition.

Substack has thus encroached on the traditional territories of newspapers, magazines, the blogosphere – and now trade publishing. Though it is worth noting that until now it has been most enthusiastically adopted by journalists rather than authors.

Rather than monetising the service via advertising, Substack’s profits come from a percentage of paid subscriptions. Substack’s founders see the platform as a way of breaking from the ‘attention economy’ promoted by social media, allowing a space for more thoughtful and substantial writing that is funded directly by readers.

Not a radical disruption

Rushdie’s decision to publish via Substack…

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