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"People are busy, exhausted, overwhelmed. Help them. They may have subscribed in a three-second impulse, they may be subscribed to 20 different publishing-related newsletters."

I cannot relate. If I subscribe to a newsletter I know that for months to years whenever a mail pops up in my inbox.

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Things are changing now because Substack makes newsletter discovery pretty effortless. After you sign up for one, and then open a different Substack link, your email will already be filled in on the other page's "subscribe" box. So subscribing to that one only takes a click.

Plus, with so many newsletters out there on the same topic, I usually need to subscribe to a few before deciding which ones to cut.

A far cry from the old days when the only way to discover a newsletter would be on HN's periodical "favourite newsletter" threads.

Same for me. I’m pretty deliberate what newsletters I subscribe to, and I also regularly prune my subscriptions when I lose interest.

I also cannot relate to:

> Have killer voice.

In regards to tone, my preference is authenticity. If someone has genuine “killer voice”, fair enough, if someone doesn’t, great as well. Overall, the quality of content is far more important to me than the style of presentation. (Which doesn’t mean it wouldn’t matter, it’s just not my top priority.)

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