It’s no secret that the media landscape has been in flux for a while now, with shrinking newsrooms, changing algorithms, evolving audience habits and AI bringing consumer trust in to question. But in the background, something quietly powerful has been growing; Substack.
Once seen as a home for niche newsletters and independent writers, Substack has matured into something much bigger. It’s now a fully fledged media ecosystem in its own right… one that commands loyalty, drives real engagement (emphasis on real!) and hosts an increasingly influential roster of journalists, commentators and content creators.
As a PR who started out when the phone was king and everyone had time for a coffee date, I’ve seen firsthand how the media landscape has changed and in turn, how media habits are evolving.
Substack is opening new spaces for storytelling, credibility and community and at Ceres, we’re paying close attention… but why? And what does it mean for modern day marketing?
It’s not just about reach, it’s about relationship
Substack writers are building direct, trusted relationships with their readers. That loyalty isn’t easy to buy into, but it can be earned through thoughtful, relevant contributions that genuinely serve the audience.
The power of community
What sets Substack apart from other platforms is the strength and trust of its communities. Comment sections are active, and writers often reply. Paid subscribers frequently see themselves as supporters, not just readers. For clients with something meaningful to say - especially in wellbeing or purpose-led food - that kind of engaged, value-led community offers real potential. But it also means platforms must be approached with respect, not disruption.
Pitches need to evolve
Substack creators are often one-person operations. Time is precious. Unlike traditional newsrooms, there’s no editor assigning content or chasing a hook, which means you’re pitching to the person and their interests, not a publication’s remit. Personalisation isn’t optional, it’s simply the baseline.
The value exchange is different
Some Substack’s accept advertising. Others don’t. Some may consider affiliate links, sponsorship, or guest content, but only if it genuinely adds value to their audience. It’s not about shoehorning a brand in. It’s about being useful, insightful or inspiring.
And what does is specifically mean for us PRs?
It means the lines between influencers, journalists and thought leaders are blurrier than ever. It means we need to broaden our definition of “media” and be brave enough to test new spaces. And it means that if we want to build visibility for our clients - especially in sectors like health, nutrition or sustainability where trust is paramount, especially in a new AI-era - Substack can’t be ignored.
Check out further insights from the team here.
