(gun astronaut voice) "always was."
Jan. 16th, 2023 12:00 pmEverything on Substack is literally just a blog?? Somehow we’re in a golden age of blogging again, except we’ve handed everything over to like three central gatekeepers who bug you with subscribe popups and try to convince you you’re not on a normal ass web page.
Okay actually maybe there's one or two more things to say about that,
Email is Feed Reading for Normies
The Google Reader shutdown didn't kill RSS but it did mark the end of people who aren't Weird Technology Enthusiasts using whole-web-interoperable feed reading.
Part of what's fueling the newsletter fad, I think, is that email functions as a "worse is better" version of having a feed reader — yeah, it sucks because all the stuff you read for pleasure or edification goes into the same swirling soup as your bills, your business, and a fuckton of useless marketing bullshit. But on the other hand, you don't need to learn how to use it all over again, and it isn't One More Thing to Check, and it has feeds' same cardinal virtue of interoperability (whereby you can subscribe to newsletters from anywhere using only the one account — no need to have a tinyletter reader, a substack reader, etc. etc.).
Somehow We Can't Stop Bloggers from Wanting Metrics
The fact that it's worse for users is also a boon to the vain and metrics-addicted part of a blogger's brain, because you (well, your platform owner, who will dribble out some amount of info back to you like a favor) can track who's subscribing, who's opening the emails and reading them (at least the subset who aren't using a mail program with tracker-blockers), who's unsubscribing, how those trends alter over time with what you publish, etc. That's much harder on the web!
But, counterpoint: data is a curse and an obfuscated prophecy that drives you to do bad things, and you should purge yourself of the desire to know that information in the first place.
Paid Subscription Content from Indie Bloggers is Sort of Almost Straightforward Now
That's fukken huge tbh. And it's one of the few real arguments for centralization, because trying to Go Payments Alone is nightmare-tier.