Insights

September 12, 2025

If it seems like everyone is joining Substack, it’s because they are. Notable names who made the move over the past week include former The Verge tech reporter Alex Heath, former Vice President Kamala Harris (who is promoting her new book), and Global Gateway Advisors! Subscribe and join our conversation here. (You’ll still get this version of the newsletter in your inbox twice a month.)

So, what does Substack really offer, and who’s using it best? Let’s dive in.

ICYMI: Our latest edition of COMPASS focused on the pressure and declining trust facing science, and the opportunity and responsibility for communicators in rebuilding it. Read more here.

The Substack playbook

In the era of hyper-short attention spans and Instagram and TikTok overload, the rise of Substack and its longform newsletters feels like a pendulum swing back to the old school blog era. 

This offers a new opportunity for brands, organizations, journalists, and communicators to connect directly and authentically with their audiences, while fostering the community and sense of belonging so many are seeking.

• By the numbers: As of March 2025, Substack had 50 million active subscriptions, including 5 million paid subscriptions, up from 3 million the previous year. Dozens of publishers on Substack make $1 million+ a year from subscriptions.

The use cases include journalists going independent, brands building new channels for owned content, thought leaders sharing their expertise, and more.

Media

There’s been no shortage of journalists and media figures migrating to Substack as trust in legacy outlets declines, newsrooms grapple with a litigious administration, and the industry faces upheaval. For many, the draw is the ability to build community directly with readers — alongside the editorial freedom and financial autonomy and opportunity the platform provides.

What they’re saying: “I do feel like we’re in this transition moment where the world will probably look really different in a couple years and there’s a lot of questions about how legacy media will adapt to that world,” reporter Alex Heath (said in an interview with Substack co-founder Chris Best. “I do think in this era, individuals and individual voices that are bringing something original to the world will thrive.”

Brands

The how-to: There are two main ways for brands to approach Substack.

• They can launch their own, which requires time, thoughtfulness, consistency, editorial investment and a clear POV, but creates a direct, authentic channel. For founders, it’s also a place to share perspective, show their process, and build a deeper connection with their community. 
• They can invest in partnerships with established Substack writers who are genuine fans of their product. This can look like newsletter sponsorship, sponsored content, events, chats, product gifting, affiliate links, and even focus groups.

What they’re saying: “Most brands still see Substack as a newsletter tool, but the real opportunity is to use it like long-form earned media,” said Lauren Kleinman, founder of Dreamday. “It’s a place to shape cultural relevance and build narrative equity.”

Brands doing it well:

• Off The Cuff by American Eagle: A cultural and style digest exploring Gen Z through trend insights and expert curation, blending guest editors and AE’s perspective to spotlight what’s shaping fashion, media and youth culture today.
• Night Shade: Melanie Masarin, founder of Ghia, shares recipes, personal reflections and travel recommendations, building a community around her brand. 
• Feed Me X Free People: A sponsored newsletter and a happy hour for Emily Sundberg’s subscribers were a “really big success,” according to Libby Strachan, Free People’s director of brand marketing.
• HEAVIES X Cava: Fast casual restaurant chain Cava sponsored an edition of the health and wellness newsletter.

Thought leaders + experts

For subject-matter experts, executives and thinkers, Substack offers a platform to build trust and authority while sharing perspective and analysis outside the constraints — and algorithms — of traditional media. It’s a way to test ideas and cultivate a niche audience that values depth over reach.

The impact: “I see Substack primarily as a top-of-funnel channel, a place to build awareness, trust and connection, rather than a consistent, bottom-of-funnel revenue driver like paid ads or affiliate,” wrote Elaheh Nozar in Delivered, her newsletter covering the intersection of content and commerce. 

The bottom line: Substack isn’t just another publishing tool. It’s become a hybrid of platform and community. For communicators, journalists, brands, and thought leaders alike, the opportunity is the same: Build direct relationships, show up with authenticity, and cultivate a loyal audience that values conversation over clicks.

Here is a completely non-exhaustive list of some of our team’s favorite Substacks. Let us know if we missed a good one! Email insights@gga.nyc.

Business, Tech + Strategy

• AI CFO Office: AI strategies, playbooks, and tools for CFOs and leaders.
• Feed Me: A daily newsletter about the spirit of enterprise.
• Lenny’s Newsletter: Deeply researched insights on product, growth, startups, and career development.
• Not Boring: Tech strategy and analysis.
• The Generalist: The people, companies and technologies shaping the future.
• The Sociology of Business: A global weekly newsletter exploring how brands intersect with culture, shaping the way business connects with society.

 Communications + Media

• Link in Bio: A newsletter about working in social media by Rachel Karten.
• Meredith & The Media: The latest trends in media as well as exclusive interviews with leading journalists on what’s driving coverage.
• Mixternal Comms Playbook: The Mixternal Comms Playbook helps corporate comms pros streamline internal and external messaging, save time with AI workflows, sharpen executive comms, and advance their careers.
• The Ankler: An insider newsletter on Hollywood and the entertainment industry, delivering analysis, scoops, and commentary on the business of media and culture.
• The Rebooting: Insights into the business of media, audience, and publishing strategies.

Health + Wellness

• Better Brain: Cognitive neuroscientist Julie Fratantoni shares strategies to improve brain performance and cognitive longevity.
• Ground Truths: Facts, data and analytics about biomedical matters from physician-scientist Eric Topol.
• Julia Belluz: Previously the Senior Health Correspondent at Vox, Julia writes about nutrition, metabolism and obesity science.
• The Vajenda: Medical facts, feminism and fire by obstetrician and gynecologist Jen Gunter. 
• Your Local Epidemiologist: Katelyn Jetelina offers readers a direct line of “translated” public health science. 

Leadership + Culture

• Culture Study: A newsletter by Anne Helen Petersen that unpacks the forces shaping work, culture, and society — blending analysis, reporting and commentary.
• Future Ready Leadership With Jacob Morgan: Real-world leadership advice, timely research, and perspectives from top CEOs and thought leaders.
• Granted: Adam Grant’s newsletter on psychology and work.

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Events: What’s coming up in October

Global Thought Leadership

• Semafor Fall 2025 World Economy Summit (Washington, DC, Oct. 16-17) Against the backdrop of the World Bank Annual Meetings in Washington, DC, the World Economy Summit will convene global CEOs and policy makers for discussions that chart the path toward stability and growth in a volatile era. Speakers include John Furner, CEO, Walmart US; Barbara Humpton, CEO, Siemens Corporation; and John Waldron, President, Goldman Sachs. Also don’t miss Global Gateway Advisor clients Zig Serafin, CEO, Qualtrics and Svenja Gudell, Chief Economist, Indeed, both discussing the impact of AI on business. More here. Reach out to us if you’ll be on site so we can meet up!
• Reuters NEXT Gulf (Abu Dhabi, Oct. 22) For the first time, NEXT Gulf brings its flagship NYC event to the Middle East, uniting global and regional leaders to tackle pressing issues across business, government, media, and more — as the region grows more influential on the world stage. Speakers include Mohamed Alabbar, founder and chairman of Emaar and the force behind the Burj Khalifa and Dubai Mall; Nawaf Salam, Prime Minister of Lebanon; and HRH Princess Lamia bint Majed Al Saud, secretary general of Alwaleed Philanthropies. More here.
• The Information’s Women in Tech, Media and Finance (Yountville, CA, Oct. 28-29) Founder Jessica Lessin brings together 300+ women leaders, founders, investors, and creatives for candid conversations on market volatility, AI disruption, and new directions in tech, media, and finance. Speakers include ​​Paris Hilton, CEO, 11:11 Media; Anjali Sud, CEO, Tubi; and Rose Wang, COO, Bluesky. More here. 
• Fortune Global Forum (Riyadh, Oct. 26-27). Business leaders come together to discuss the convergence of AI breakthroughs, geopolitical tensions, and shifting demographics. Speakers include Cristiano Amon, president and CEO of Qualcomm; Mary Callahan Erdoes, CEO of Asset and Wealth Management at JPMorgan Chase; and H.E. Fahd bin Abdulmohsan Al-Rasheed, chairman of the Saudi Conventions and Exhibitions General Authority. More here.
  
• APEC CEO Summit Korea 2025 (Gyeongju, Korea, Oct. 28-31) The premier gathering of business and government leaders in the Asia-Pacific, convening 1,700 delegates including Citi CEO Jane Fraser, Johnson & Johnson CEO Joaquin Duato, world leaders, and top executives. Global Gateway Advisors is once again the strategic communications lead supporting this year’s APEC Host Committee and managing international media partnerships with Bloomberg, CGTN, Caixin, CNBC, Economist Impact, Financial Times, Foreign Affairs, TIME and The Wall Street Journal. More here. Will you be at APEC? Reach out to our team at apec@gga.nyc. 

Technology + Innovation

• CNBC AI Summit (Nashville, Oct. 15) Thought leaders, entrepreneurs, and researchers will gather in the emerging tech hub to discuss the ubiquity of AI — and how it’s reshaping work, the workforce and customers. Speakers include Martina McBride, country music singer; Steve Beard Chairman and CEO, Adtalem Global Education; and Zachary Lipton, Cofounder and CTO at Abridge. More here.
  
• Bloomberg Tech London (London, Oct. 20-21) Industry leaders will debate Europe’s drive for tech sovereignty — from AI and cybersecurity to quantum and industrial policy — and whether the continent can build independent digital infrastructure or remain a digital dependency. Speakers include Michael Intrator, co-founder and CEO of CoreWeave; Keily Blair, CEO of OnlyFans; and Johannes Reck, co-founder and CEO of GetYourGuide. More here.
• TechCrunch Disrupt 2025 (San Francisco, Oct. 27-29) TechCrunch Disrupt brings together founders, startups, and investors to share ideas, make connections, and drive innovation at every stage. Speakers include Elizabeth Stone, CTO of Netflix; Tekedra Mawakana, co-CEO of Waymo; and Eric Yuan, founder and CEO of Zoom. More here.
  

Health + Biotech

• The Economist Future of Health Asia (Singapore, Oct. 16) Hundreds of leaders across health, science, and policy come together to spark innovation and shape healthier futures in the Asia-Pacific. Speakers include Gamze Yüceland, president of the Growth & Emerging Markets Business Unit at Takeda; Colin Lim, CIO and chief data officer at Singapore’s Ministry of Health; and Bronwyn Le Grice, CEO and managing director of ANDHealth in Australia. More here.
  
• HLTH USA 2025 (Las Vegas, Oct. 19-22) HLTH brings together 12,000+ leaders, executives, and visionaries to explore new possibilities, forge connections, uncover emerging trends, and elevate your career and organization. Speakers include Mark Cuban, entrepreneur and co-founder of Cost Plus Drugs; Sarah London, CEO of Centene Corporation; and Greg A. Adams, chair and CEO of Kaiser Permanente. More here.
  
• STAT SUMMIT 2025 (Boston/Virtual, Oct. 15-16) Join leading voices from STAT’s first decade to explore what’s next in science, medicine and the political and social forces shaping them. Speakers include Emma Walmsley, CEO of GSK; Daniel Skovronsky, chief scientific officer and president of Lilly Research Laboratories and Lilly Immunology; and Alondra Nelson, science and technology policy leader. More here.
• Reuters Total Health 2025 (Chicago, Oct. 28-29) Senior healthcare leaders will gather to tackle workforce shortages, rising costs, and shifting policies — and to chart strategies for resilience, technology adoption and value-based care. Speakers include Dave A. Chokshi, chair and former New York City health commissioner; Dr. Amy Compton-Phillips, chief medical officer at CVS Health; and Dr. Maria Ansari, co-CEO of Kaiser Permanente. More here. 

Bookmark Global Gateway Advisors’ event tracker, updated weekly.

Media news + moves

• The Guardian courts Americans: Facing AI-driven search declines, the outlet is promoting its journalistic independence and broad scope — beyond its direct coverage of President Trump. “We think the American audience isn’t fully aware of what the Guardian is — that we have this breadth of coverage,” said U.S. editor Betsy Reed. More here.
• The WSJ Leadership Institute presents: Leaders, a new podcast hosted by Alan Murray, president of the WSJ Leadership Institute, explores how leadership unfolds in times of upheaval, transformation, and uncertainty. The premiere episode features Chanel CEO Leena Nair. Listen to it here.
  
• Democrats’ disillusion with legacy media: From skipping endorsements to settling lawsuits to pulling Jimmy Kimmel off air, a series of moves has left left-of-center audiences feeling scorned — and turning to independent alternatives like The Bulwark, Crooked Media and Substack writers. More here.
  
• MSNBC to begin separation from NBC News: MSNBC will begin separating from NBC News on Oct. 6, ending its reliance on NBC correspondents and crews (except in D.C. until Oct. 19). By Oct. 20, the network will operate fully independently under the new name MS NOW — My Source for News, Opinion, and the World. More here.
  
• Business Insider greenlights broad AI use: Journalists can now use AI to draft stories — and readers won’t necessarily be notified, making it one of the few outlets to openly endorse AI at this scale. More here.
  
• A video-focused podcast from The Verge: Editor-at-large David Pierce will explore the historical impact of gadgets, apps, websites and products from consumer tech’s past. More here.
  
• Reuters launches AI newsletter: Krystal Hu covers the latest breakthroughs in AI and tech. Subscribe here. The outlet this week also launched an Arabic website, its third dedicated language platform in addition to English and Japanese.

Media moves:

• Ashley Capoot was named AI reporter at CNBC.
• Nilesh Christopher is now covering artificial intelligence for the Los Angeles Times. 
• Robert Hart was hired as a London-based reporter at The Verge covering AI.
• The Guardian hired Jeremy Barr as its first dedicated U.S. media reporter and tapped Jonathan Menjivar as its first head of video podcasts.
• Ben Schiller, CoinDesk managing editor for features and opinion, has left the organization.
• Kylie Robison was fired from WIRED. She shared more about it in her new newsletter, kyliebytes.
• The Financial Times hired Rebecca Salsbury as chief product and technology officer, beginning January 2026.
• Oliver Darcy‘s Status hired Brian Lowry as Hollywood correspondent and editor, and Natalie Korach as media correspondent.
• Deepa Seetharaman is returning to Reuters as a tech correspondent.
• The New York Times hired Patrick McGroarty, an economics editor.
• Bloomberg News named Chester Dawson senior editor for global business coverage for the Asia Pacific region.