Bill Bishop

The Crisis of Institutional Trust Global media is currently navigating a period of profound destabilization. The metrics of public confidence are stark: barely one-third of Americans maintain any meaningful trust in major news outlets. This isn't merely a localized cultural shift; it represents a fundamental breakdown of the legacy economic engine that sustained journalism for decades. The internet dismantled traditional gatekeepers, providing the tools for anyone to publish but failing to provide a sustainable financial architecture for those creators. This vacuum led to the dominance of the attention economy—a system where engagement is prioritized over value, and rage-baiting is more profitable than rigorous analysis. Substack emerged not as a simple blogging tool, but as a response to this systemic failure. By shifting the focus from ad-supported impressions to direct-to-consumer subscriptions, the platform is attempting to rewire the social contract between writers and their audiences. This shift is necessary because the previous models often turned creators and consumers against one another. In an ad-based world, the user is the product, and their attention is harvested for the highest bidder. In the Substack model, the user is the customer, and their satisfaction is the only metric that guarantees revenue. The Architecture of Heaven and Hell Designing a digital space requires an understanding of how rules dictate human behavior. There is a clear distinction between 'heavenly' and 'hellish' virtual environments, and this distinction usually boils down to the underlying game mechanics. Platforms like X or Instagram are often criticized for creating 'hellscapes' of performative outrage and vanity. This isn't necessarily because the people using them are inherently malicious; it is because the algorithms are optimized for time spent, not value received. When a platform's survival depends on maximizing every second of a user's attention, it naturally gravitates toward the most addictive, stimulating, and often divisive content. Chris Best argues that the 'rules of the game' are what define Substack. By taking a 10% fee on paid subscriptions, the company aligns its success entirely with the success of its creators. If a writer doesn't provide enough value to justify a paid subscription, Substack makes nothing. This economic alignment creates a different kind of algorithmic incentive. When Substack experiments with its feed or discovery tools, it isn't looking for what makes you scroll the longest; it's looking for the content that will make you fall in love with a writer's work enough to support them financially. This is a fundamental departure from the 'slot machine' mechanics of the legacy social media giants. A City in the Astral Plane The most evocative way to understand Substack is to view it as a cosmopolitan city in the 'astral plane' of the internet. Unlike the homogenized slurry of content found on other platforms, this 'city' is comprised of distinct neighborhoods—subcultures, artistic communities, and ideological tribes that coexist without being flattened into a single feed. It provides a sense of ownership that is rare in the digital age. On most platforms, you are a tenant; on Substack, you own your plot of land. This is manifested in the ability to export email lists, allowing creators to take their audience with them if they ever choose to leave. This lack of 'lock-in' paradoxically breeds more trust, as it forces the platform to continuously provide value to keep its residents. This 'city' is increasingly becoming the intellectual and cultural capital of the web. As legacy newsrooms shrink and journalists are 'turfed' from their institutional perches, they are migrating to this new environment. High-profile departures like Bari Weiss from the The%20New%20York%20Times underscore a broader trend: the most influential voices no longer need the imprimatur of an institution to find an audience. They need a business model that allows them to be independent. This migration has transformed Substack into an 'index fund of culture,' where the elite thinkers across politics, music, and science can find a sustainable home. The Video Evolution and the Fight Against Loneliness As the platform evolves, it is expanding beyond the written word into video and live streaming. This isn't an attempt to 'out-TikTok TikTok,' but rather an acknowledgment that video is the modern lingua franca. The goal is to apply the same subscription-based philosophy to long-form video and podcasts. In an era of increasing AI-generated 'fakes,' there is a growing premium on the authentic and the human. Live streaming, in particular, offers a raw, unedited connection that replicates the experience of real-time conversation. This is a direct response to a burgeoning crisis of loneliness. Technology has historically isolated us, but new media formats aim to foster communities where people can interact, debate, and even form real-world friendships. Substack%20Notes and the platform's video tools are designed to facilitate discovery. While the 'paywall' is the ultimate destination, creators need 'free' windows—short-form clips, jokes, and observations—to draw people into their deeper work. It’s about balance. If a platform only offers 10,000-word treatises, it becomes 'eat your vegetables' media. If it only offers short-form dopamine hits, it becomes 'cotton candy' media. The objective is to build a 'balanced meal' that is both engaging and intellectually nourishing. Future Outlook: Reclaiming the Mind The long-term impact of this shift could be a reversal of the 'atrophy' seen in modern digital consumption. There is a legitimate concern that our brains are being rewired by the constant stream of low-value content, leading to declining literacy and attention spans. However, the hunger for depth has not disappeared; it has merely been suppressed by the dominant business models of the last decade. By providing a real alternative to the 'wireheading' of the attention economy, platforms like Substack allow users to take back their minds. The future of media isn't just about getting what we want in the moment; it's about learning what to want. As people realize that their attention is their scarcest and most valuable resource, they will increasingly migrate toward environments that respect that value. Substack is betting that a city built on the principles of creative freedom, economic alignment, and intellectual diversity will eventually rival the scale of the addictive 'drug-like' networks, creating a more sustainable and human-centric internet for the next generation.