The Paywall Problem

And Why Substack Still Wins

Lately, I’ve noticed more and more Substack creators teasing “exclusive insights” behind paywalls:

“The one pitch angle that will make me write about your client.”

“The insider secrets to getting press.”

And honestly? It’s giving gatekeeping energy.

For years, publicists and brand builders have freely shared value — ideas, education, connections, exclusives, products, etc. Now, some creators are acting like they’ve cracked a secret code worth $8/month. I get it, everyone’s trying to monetize, but if you’re not offering something genuinely new up front… why would anyone want to go behind the paywall?

That’s the part that bugs me. Not the charging — the withholding.

But here’s the flip side: I actually think Substack is going to blow up.

It’s still in the testing + learning stage — but that’s the fun part.

It is a whole new channel in the omnichannel marketing mix for brands, and the ones doing it right currently are paving the way. I’m going to keep some of my bigger thoughts about Substack as a channel’s growth opportunities for brands, creators, thought leaders, and media for a follow-up piece—but don’t worry, it won’t be behind a paywall. It’s the engagement, conversation, and creative stimulation that make this channel imperfectly perfect.

It’s Scorpio season, and clearly my stinger came out. Let’s elevate the Substack creators who give more than they take.