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Always read the label. There's something happening in the world of media these days that has got to make you scratch your head.

Every few days, some prominent reporter

will announce that they're leaving their big fancy media company

and going at it alone.

They're making their own publication

and they ask you to subscribe to their email newsletter.

That's hosted by a company called Substack, but it all feels really old-fashioned using

email. And what I wonder is if this is just some fringe idea or if this is the future

of media unfolding before our eyes. Here to answer this question of why would anybody do this?

As recodes Peter Kafka, hey Peter.. Hey Teddy. So let's just start with the basics. What is substack?

Substack is a service that is supposed to help writers, maybe someone like you,

Teddy, create and distribute their

own newsletters. And if they want to sell those newsletters, it will help them sell those newsletters

...