The independent publishing platform Substack has given writers the freedom to create content on their own terms, building engaged communities and bypassing traditional media outlets. However, a growing number of Substack creators are finding themselves stepping into the world of advertising to sustain their platforms.
With advertising revenue predicted to play a larger role in 2025, creators are navigating contracts, managing ad placements, and pitching their newsletters to potential advertisers—all while maintaining their editorial independence. This shift highlights how digital creators are becoming multi-skilled entrepreneurs, balancing creativity with business acumen.
The Rise of Advertising on Substack
Substack, known for its subscription-based model, allows writers to generate revenue directly from their readers through paid newsletters. While this model has proven successful for some, others are exploring advertising as an additional income stream to diversify their revenue and make their publications more sustainable.
Journalist Casey Lewis, for example, estimates that advertising will make up 20% of her revenue in 2025, compared to 10% in 2023. For many creators, this increase reflects the growing appeal of advertising as a way to complement subscription income without alienating readers.
Why Writers Are Turning to Advertising
Several factors are driving Substack writers to embrace advertising:
- The Pressure to Monetise: Subscription revenue alone is not always enough to support a writer’s work, particularly for those who rely on smaller, niche audiences. Advertising offers a scalable way to increase earnings while keeping subscription prices accessible.
- Demand from Advertisers: Brands are increasingly looking for ways to connect with engaged, niche audiences. Substack newsletters, with their loyal and highly targeted readerships, provide an ideal platform for advertisers seeking meaningful connections.
- Diversification of Income: Relying solely on subscriptions can be risky. By adding advertising to their revenue mix, writers can create a more stable income stream, protecting themselves from subscriber churn or economic downturns.
The Challenges of Managing Advertising
For Substack writers, embracing advertising comes with its own set of challenges. Unlike traditional publishers, who have dedicated sales teams, independent creators often have to handle the entire process themselves, from pitching to managing contracts and placements.
- Time Management: Balancing creative work with advertising management can be overwhelming. Writers must carve out time for administrative tasks while continuing to produce high-quality content.
- Maintaining Editorial Integrity: The biggest challenge for many writers is ensuring that advertising doesn’t compromise their editorial voice or reader trust. Transparency about sponsored content is crucial to maintaining credibility.
- Negotiating Fair Deals: Without industry expertise, some creators may struggle to negotiate fair rates for advertising. This can lead to undervaluing their work or signing contracts that don’t align with their values.
Opportunities for Writers
Despite the challenges, advertising presents significant opportunities for Substack creators:
1. Building Stronger Reader Relationships
Thoughtful advertising partnerships can enhance the reader experience. For example, by featuring relevant products or services, writers can provide additional value to their audience.
2. Collaborating with Like-Minded Brands
Substack writers have the freedom to partner with brands that align with their values and audience interests. This ensures that advertising feels authentic and resonates with readers.
3. Experimenting with Formats
Advertising doesn’t have to be limited to banner ads or traditional placements. Creators can explore creative formats, such as sponsored posts, branded newsletters, or exclusive offers for subscribers.
Tips for Writers Embracing Advertising
For Substack creators considering advertising, the key to success lies in thoughtful planning and execution. Here are some practical tips:
- Understand Your Audience: Know your readers’ demographics, interests, and pain points. This information will help you pitch your newsletter to the right advertisers and ensure that ads are relevant and engaging.
- Be Transparent: Clearly disclose sponsored content to maintain trust with your readers. Transparency about partnerships is essential for preserving your credibility.
- Set Clear Guidelines: Establish clear boundaries with advertisers to protect your editorial independence. Define the types of brands you’re willing to work with and ensure that all ads align with your values.
- Invest in Analytics: Use tools to measure the performance of advertising campaigns. Metrics like open rates, click-through rates, and engagement can help you demonstrate value to advertisers and refine your approach.
The Future of Advertising on Substack
As more Substack writers embrace advertising, the platform itself may evolve to support this trend. Substack could introduce tools to streamline the ad sales process, such as analytics dashboards, ad management features, or even a marketplace connecting writers with advertisers.
For now, Substack creators are proving that independent journalism doesn’t have to mean sacrificing revenue opportunities. By thoughtfully incorporating advertising into their strategies, they can continue to produce high-quality content while building sustainable businesses.
Final Thoughts
The rise of advertising on Substack reflects the broader trend of creators taking control of their revenue streams. While the journey may involve challenges, it also opens up new possibilities for growth, innovation, and audience engagement.
For readers, this shift means that their favourite newsletters are more likely to thrive. And for advertisers, it offers an exciting opportunity to connect with engaged audiences in a meaningful, authentic way.
Substack writers are redefining the rules of independent publishing, proving that content creation and entrepreneurship can go hand in hand.
