Writers Writing, Readers Reading, Creators Creating

Key takeaways

The shift in power dynamics gives individual writers a platform to thrive independent of large publications.
Readers are becoming increasingly important in supporting and valuing individual voices in writing.
Quality writing is beginning to take precedence over metrics like click-through rates, allowing deeper relationships between readers and creators.
Emerging technology continues to transform how content is consumed, shared, and monetized.
Community building around content can create positive and high-quality interactions among readers.

Summary

The Evolution of Publishing

In this engaging discussion, guests highlight the paradigm shift from traditional publication models to individual writers being empowered to connect directly with their audiences. The old ad-supported framework is losing its grip as creators utilize modern technology to monetize their work independently. As Andrew Chen notes, this leads to a more intimate relationship between consumers and content creators.

Readers’ Power and Connection with Writers

The episode emphasizes the changing dynamic between readers and writers, where readers are encouraged to find and support individual voices rather than being swayed by the brand of publications. Each guest underscores the importance of trust, quality, and community in modern reading experiences. Chris Best discusses how Substack fosters this by providing a platform that encourages direct interaction and financial support from readers.

Quality vs. Metrics in Writing

A significant point of contention is the balance between quality writing and the metrics that often dictate the success of content in traditional media. Participants express a desire to move beyond clickbait and superficial metrics in favor of quality engagement and loyal readership. This new approach often leads to a deeper connection between the writer and reader.

The Future of Content Delivery and Community Building

As the podcast explores predictions for the future of content creation, guests reflect on the potential for diverse media forms to converge and the rise of individual creators thriving on their own terms. The discussion also touches on the potential of community dynamics where readers will form connections based on shared interests and authenticity.

Show notes

We've been financing good writing with bad advertising -- and "attention monsters" (to quote Craig Mod) for way too long. So what happens when the technology for creators finally falls into place? We're finally starting to see shift in power away from publications as the sole gatekeepers of talent, towards individual writers. Especially when the best possible predictor of the value of a piece of writing is, well, the writer. The publication's brand is no longer the guarantee of quality, or the only entity we should be paying and be loyal to, when a new ecosystem is forming around the direct relationship between consumers, content creators, and the tools and business models to facilitate all this.

So where do readers come in... how do they find signal in the noisy world of drive-by billboard advertising, "attention-monster" feeds, and the death of Google Reader? Particularly as machine learning-based translation, summarization, and other mediums beyond text increasingly enter our information diets, for better and for worse?

This episode of the a16z Podcast features Robert Cottrell, formerly of The Economist and Financial Times and now editor of The Browser (which selects 5 pieces of writing worth reading delivered daily); Chris Best, formerly CTO of Kik and now co-founder and CEO of Substack (a full-stack platform for independent writers to publish newsletters, podcasts, and more); and Andrew Chen, formerly independent blogger/ newsletter publisher, now also an a16z general partner investing in consumer -- all in conversation with Sonal Chokshi. The discussion is all about writing and reading... but we're not just seeing this phenomenon in newsletters and podcasting, but also in people setting up e-commerce shops, video streaming, and more. Is it possible that the stars, the incentives, are finally aligning between creators and consumers? What happens next, what happens when you get more than -- and even less than -- "1000 true fans"?

image: Thad Zajdowicz/ Flickr

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Please note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.

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