Independent newsletter writers are wearing a new hat these days—ad sales representatives.
According to a recent Wall Street Journal report, more writers on platforms like Substack are handling their own advertising deals, turning their side hustles into mini-media operations.
Casey Lewis, who writes the After School newsletter on Substack, never planned to sell ads. Yet she now finds herself managing contracts and creating rate cards as brands seek to sponsor her work. Lewis expects ad revenue to double from 10% to 20% of her total income between 2023 and 2025.
The ad sales process remains surprisingly basic. Many writers use Google Docs to track inventory and Venmo to process payments. Prices vary widely – a simple mention might cost $100, while sponsoring a newsletter with 75,000+ subscribers could run $20,000.
Some writers have found creative ways to integrate sponsorships. Emily Sundberg, who writes Feed Me, lets brands sponsor her “Guest Lecture” feature where subscribers can ask questions to business leaders. Meanwhile, Alex Kantrowitz’s Big Technology newsletter brings in nearly half its revenue from advertising, charging $12,000 monthly for main sponsorships.
This shift hasn’t gone unnoticed by the industry. New platforms like Beehiiv are stepping in to help automate ad sales, taking up to 20% of ad revenue in exchange for connecting writers with brands like Netflix and Nike. PR agencies are also spotting an opportunity to broker these deals.
Interestingly, Substack itself remains focused on subscription revenue rather than advertising. The platform takes 10% of subscription income but doesn’t get involved in ad sales. This leaves writers to figure out the advertising side on their own.
For newsletter writers, this extra role can be both a blessing and a burden. While advertising provides a welcome additional revenue stream, many writers like Lewis find the business side “tedious.” Still, with major brands seeking these direct relationships with newsletter audiences, it’s likely we’ll see this trend continue to grow.
*Source: “Substack Advertising Is Turning Writers Into Part-Time Sales Reps” by Katie Deighton, Wall Street Journal, January 22, 2025. Read the full article here.
📊 Newsletter writers are becoming ad sales pros! WSJ reports Substack creators now managing brand deals worth up to $20K per issue. Some making 20% of income from ads in 2025. Share on X
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