The Digiday Podcast

The allure of Substack has lured many journalists away from their traditional newsroom roles to a position of becoming their own editors, artists, marketers, accountants, and most importantly, bosses. Emily Atkin was one of the first to feel the draw, leaving her position as a staff writer at The New Republic in September 2019 to launch her climate change-focused newsletter, Heated, that same month. "I definitely did not have the idea beforehand. I was at the place in my job at the time where I wanted to make a move. I weighed my options [and Substack] seemed like that was what made me the most excited," said Atkin. "I was trying to trust what would be the thing that brought me the most joy and sort of sense of purpose. And that's where the idea came from." A year and a half later, Heated has more than 40,000 free subscribers and boasts a conversion rate of free to paid subscribers between 8-12%, which Atkin said is the metric she obsesses over to indicate her path to success. With that proof point, she said