How Substack’s Global Ambitions Could Revitalize Non-News Media

The program could help savvy advertisers reach niche audiences


As much of the news media scrambles to plant newsletter outposts in cities across the country, Substack has adopted a different approach with its new program, Substack Local.

As reported earlier this week, Substack will split $1 million between 12 publications scattered across the globe. Unlike its local newsletter peers, 6AM City, Axios Local, WhereBy.Us or Overstory, whose city-based newsletters act as miniature versions of newsrooms, many of the Substack Local finalists will report on niche subject matter that differ in their specificity, subject and structure from traditional news-gathering operations. 

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