In 2025, Substack has emerged as a powerhouse platform for literary creatives.
Writers such as Naomi Kanakia shared her novella Money Matters on Substack, a story that resonated deeply – so much so that The New Yorker spotlighted it as a standout piece in a broader essay about Substack’s potential as a literary incubator.
Meanwhile, John Pistelli’s serialised novel Major Arcana roamed across Substack, gaining early traction before being picked up by Belt Publishing – an alternative path that showcased how the platform can fuel traditional publishing opportunities. And Ross Barkan, editor of The Metropolitan Review, has used Substack as both a creative and critical space – promoting serialized fiction, hosting essays, and fostering a direct dialogue with an engaged audience.
Why It Matters to Talent Managers
Monetisation through experience: The most successful creators often earn not just from content, but from the community experience events, exclusive tiers, and serialised engagement
Bypassing gatekeepers: Substack enables writers to build audiences, serialize chapters, gather feedback, and monetize directly, sidestepping traditional publishing hurdles.
Literary credibility: Coverage from outlets like The New Yorker and Vox. Some have compared Substack to the way writers shared their work in the 18th century – through pamphlets and support from individual patrons, which highlights how it’s becoming a more respected and legitimate part of the literary world.
What Talent Managers Should Do Now
| Strategy | Action Item |
|---|---|
| Platform-first publishing | Encourage writers to trial serials, essays, or novellas on Substack with tiered subscriptions and community perks. |
| Rights structures up-front | Negotiate contracts allowing adaptations -audio, podcast, traditional book, while preserving author autonomy. |
| Curate literary talent | Be on the lookout for emerging voices like Kanakia, Pistelli, and others from initiatives like The Bee |
| Bridge to traditional deals | Use Substack traction as leverage for book or media contracts – highlighting direct reader engagement and feedback. |
Substack’s literary glow-up has reshaped how stories are published and discovered.
The platform turns writers into creators with audiences and opens a hybrid path between self-publishing and mainstream deals.
Turning this into a sustainable model is where savvy agents and managers step in next.
