“The Hundred is Substack meets Masterclass meets The Economist meets The New Yorker,” declares Kendall in Succession Note that elonmusk's Twitter isn’t even in the conversation... morris_sophie looks into the numbers behind Substack ⤵️
, which she began during lockdown and has grown into an engaged community of baking fans and her primary income, with a USP of pulling both popular and complex recipes apart and showing how they work.feels like a calm space,” she says. “People are there because they want to be.” She arrived from Instagram with about 5,000 followers, and has since grown on both platforms, to 34,000 on Instagram and 27,000 freesubscribers in 50 countries, along with a paid list she says is “growing steadily”.
Both Lamb and Storr also pay other people to write on their newsletters, and have converted their online presence into in-person meetups. As does popular food newsletter,, which writer Jonathan Nunn has grown to over 40,000 subscribers in three years . Substackers share and recommend each other, to the extent that 40 percent of anyone’s growth, says Storr, comes from inside the network.
A new feature, Notes, which launched in mid April, allows users to ignite conversations with their readers with short form text, and have conversations as they might on Twitter.’s head of communications, Helen Tobin, says that a number of writers are already seeing growth from the feature, just weeks in. The possibility of a mega payday is a considerable draw to would-be Substackers. Curiously,itself isn’t making huge sums.
“That’s exciting – up to a certain point when actually what you really crave is true connectivity. Having your favourite writer or artists or photographer drop into your inbox with their purest thoughts, undiluted by algorithms or advertising, is deeply comforting.”
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