The Study Hall Podcast The Newsletter Boom ft. Delia Cai
Sep 24, 2025
Delia Cai, a newsletter writer for Deez Links and former staffer at Vanity Fair, shares her insights on the booming newsletter industry. She discusses the challenges of monetization, the allure of big Substack deals, and the mixed feelings surrounding audience acquisition by major media. Delia also dives into her journey of turning her newsletter into a full-time gig, the delicate balance between journalism and personal branding, and the importance of maintaining mental health amidst online criticism. Get ready for engaging thoughts on modern media!
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Episode notes
Newsletters Atomize Media Work
- Newsletters created a competitive, atomized media landscape that rewards solo audience builders.
- Delia Cai finds the shift exciting but also isolating and labor-intensive for writers.
Audience Equals Strategic Value
- Buying an established newsletter network is mainly about acquiring a direct relationship to readers via email.
- Delia argues that audience access, not reporting strength, drives valuations in such deals.
Creator Retention Matters In Acquisitions
- Integrating indie newsletter audiences into mainstream outlets risks alienating the original audience.
- Delia notes part of the value is keeping the creator visible to retain subscribers after acquisition.
