Why We Pay Writers and What You Think You Know About the Web Is Wrong

Why We Pay Writers and What You Think You Know About the Web Is Wrong

In the ever-evolving landscape of journalism and online content, two key factors have emerged: the need to support writers financially and the misconception that social shares equate to actual reading. These seemingly unrelated topics shed light on the challenges faced by writers and the changing dynamics of online readership.

The rise of platforms like Substack has provided a solution to the broken business model of journalism. With Substack Pro, writers are offered a safety net, ensuring they get paid for a year of work regardless of how their publication performs. This approach, uncommon in the tech startup world, emphasizes the importance of building trust and reliability. By aligning their success with the success of writers, Substack has created a mutually beneficial model.

Under the Substack Pro program, writers agree to let Substack keep 85% of the subscription revenue for the first year, after which the writer keeps 90%. This arrangement showcases Substack's willingness to shoulder the risk for writers, allowing them to focus on their craft. Substack does not interfere with the editorial process and treats these deals as business decisions. The writers retain ownership and write for their own publications, contributing to the quality of the Substack ecosystem.

The selection process for Substack Pro looks beyond just writing skills. Audience size, social media engagement, and the respect garnered from readers and peers play significant roles. This approach ensures that Substack hosts a diverse array of voices, recognizing the importance of a variety of perspectives in healthy discourse. It also acknowledges that not every writer who says something important will be universally loved, and that supporting those who face opposition can lead to valuable contributions.

While Substack Pro addresses the financial aspect of supporting writers, the misconception that social shares indicate actual reading habits challenges our understanding of online readership. Research conducted across the Chartbeat network reveals that a staggering 55% of visitors spend fewer than 15 seconds actively on a page. Even when considering article pages, one in three visitors spends less than 15 seconds reading the content they land on.

Interestingly, articles that receive high engagement are often those that cover actual news. On the other hand, articles with generic topics tend to receive more clicks but lack deep engagement. Holding a visitor's attention for just three minutes doubles the likelihood of their return, compared to a one-minute engagement. These findings debunk the myth that more social shares equate to more reading. In fact, an analysis of 10,000 socially-shared articles showed no correlation between the number of shares and the attention readers give to the content.

This disconnect between social sharing and reading habits highlights the need for a more nuanced understanding of online readership. It challenges content creators to prioritize quality and meaningful engagement over clickbait tactics. It also emphasizes the importance of providing readers with valuable, well-researched content that holds their attention and encourages them to return.

In light of these insights, here are three actionable pieces of advice:

1. Diversify your sources of information: Seek out publications and platforms like Substack that prioritize a variety of voices and perspectives. By exposing yourself to different viewpoints, you can engage in more informed and nuanced discussions.

2. Support independent writers: Consider subscribing to newsletters or publications on platforms like Substack. By directly supporting writers financially, you contribute to the sustainability of quality journalism and encourage diverse voices to thrive.

3. Prioritize meaningful engagement: As a reader, take the time to fully immerse yourself in the content you consume. Share articles that resonate with you, but remember that true engagement goes beyond social sharing. Leave thoughtful comments, engage in discussions, and support writers who provide valuable insights.

In conclusion, the challenges faced by writers in the digital age and the misconceptions surrounding online readership intersect in interesting ways. Platforms like Substack offer financial security for writers, allowing them to focus on their craft. Meanwhile, the disconnect between social sharing and actual reading habits calls for a more thoughtful approach to content creation and consumption. By supporting writers and prioritizing meaningful engagement, we can contribute to a healthier and more informed online discourse.