The media industry is in a moment of reinvention. Over the past few years, layoffs have swept through major newsrooms, and many reporters are looking for new ways to share their work and connect with readers.
Substack, a platform where writers publish posts and newsletters for paying subscribers, has become one of the most active spaces for independent journalism in 2025. It attracts both veteran reporters and up-and-coming voices by giving them more freedom over what they publish and direct access to readers.
The Numbers Behind the Movement
Substack’s growth shows just how much the media landscape is changing.
As of 2025, Substack has:
- 500,000+ creators
- 40 million subscribers
- 5 million paying subscribers
- 50,000+ writers earning income
Some Substack newsletters are building audiences similar to those of major publications. Historian Heather Cox Richardson’s Letters from an American reaches more than 2.6 million subscribers, putting her readership close to that of The Washington Post. This shift toward independent publishing shows that the reach once held by entire newsrooms can now belong to a single voice.
A New Way to Break the News
At Qwoted, we connect journalists and expert sources every day, and we’ve noticed a similar trend across our network. Submissions to media opportunities for independent platforms like Substack, YouTube, and podcasts have grown more than four times since 2022.
If this trend continues, independent publications could receive the same volume of pitches as traditional outlets by 2026.
For PR professionals, this shift opens new opportunities to reach engaged audiences. Independent writers who started their careers working in traditional newsrooms typically have loyal followings and bring years of experience from outlets like CNN or The New York Times to their own newsletters. With that background and trust, a feature in a well-read Substack can draw just as much attention as stories in major outlets.
Finding Your Place in the Shift
As independent journalism grows, both reporters and PR professionals are adapting to new ways of working and connecting. Below are a few tips for journalists building a presence on Substack and for PR pros and industry experts hoping to collaborate with them:
Tips for Journalists Starting on Substack
- Start small: Focus on consistency and quality before worrying about growth.
- Engage directly: Respond to comments and emails to build a loyal community around your work.
- Diversify: Offer both free and paid posts to reach new readers while creating a steady stream of income.
Tips for PRs and Experts Pitching Independent Publications
- Do your homework: Read a writer’s recent posts before pitching so your message fits their tone and audience.
- Think community, not just coverage: Subscribe, comment, and engage with their publication when it feels genuine. Relationships on Substack grow through real interactions.
- Recognize their value: Independent doesn’t mean small. Many Substack journalists have large and dedicated followings, so a single mention could have just as much impact as a traditional feature.
Your Next Story Starts Here
As platforms like Substack give journalists new avenues to publish and reach readers, Qwoted connects them with PR professionals and experts ready to share their insights.
Ready to secure your next feature? Visit our Opportunities Dashboard to see open media requests, or, if you’re a journalist, submit a source request to connect with professionals ready to bring your story to life.
