[SIC] 310: Contrapuntal Canard

Volume Six, Number Fifty

Ben Dietz

Aug 29, 2024

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Hi all. Something completely different this week.

Turns out I owe it all to Casey, Alex, Kyle, Noah & Colin, Culture Work, Thobey, Troy, Sami, Michael and Marie. And 50 or so others. I’ll explain.

Like I said in my Thought Enthusiast appearance a couple weeks back, since this is the final edition of [SIC]’s sixth year, I’ve been concepting Volume 7, with an eye to making it more editorial, less dense and more useful.

Part of that process has been trying to figure out just what the hell is going on with Substack. Is it pivoting to video? Why all the new features? What, exactly, is the value of followers?

I was digging in and was planning to make a big post announcing the updates for Vol. 7 last week when two things happened. First, my son left for college, which was not a surprise, but ate my Thursday last week. Sorry I left you hanging, [SIC] subscribers. I was emotional.

The other thing that happened was more pertinent to today’s missive: I started getting deluged with new subscribers, via Kyle Raymond Fitzpatrick’s recommendation. Kyle writes the Trend Report, which is one of my favorite sources of info (you should subscribe), and he’s even been on [SIC] Talks - but it’s not HUGE, like After School or something. So I was confused. Why were so many new subs showing up via that channel?

I give Kyle a shout - on vacation in Marseille no less - and he shouted back:

“Okay so funny you mention this because I was like “wtf” and the (stupid) Substack app/backend didn’t identify it but I found it: Mina Le (who has mentioned TR before) basically explained to her audience of 1.5m on YouTube how to subscribe to my newsletter in the first ten seconds of her video lmao

This is to say: anyone in the splash zone is getting HIT (Bobby’s [The Fox Is Black] getting a bunch too). Wild!! The YouTube-to-Sub pipeline is REAL.

Also: Marseille is wild. Full report very soon!!! [it’s here, btw -ed] Hope you’re having a great late August!!!!”

OK! So a YouTuber shouts out a Substacker and a bunch of other newsletters get a resulting glow up. Interesting. Thanks, Mina. And welcome, everybody who’s new to [SIC]. Glad you’re here.

This made me curious. Shortly after my debut on Substack [SIC] got big (at the time) subscriber bumps from readers of WITI, and from Chris Black’s appearance in Embedded. And [SIC]’s Volume 6 (the past year) saw an increase of over 2300 new subscribers (+46%), even taking into account my ‘firing’ of 750 non-active subs in November 2023. Had I not done that, this publication would have grown at 60+% in the last year, judging purely by subscriber numbers.

And yet … something wasn’t right. Looking at my numbers, more subs was not better. Here’s YoY growth (you can see the subs cut around [SIC] 270 and the Mina bump right at end):

But: ‘Open rate’ seemed to waver, increasing after the subs cut but declining shortly thereafter to a rough 50% baseline.

And ‘views’ (ie the number of ‘reads’) stayed pretty flat too.

overlay the graphs and the picture is … discouraging.

Many more people are receiving [SIC] but fewer are ‘using’ it. 🤦‍♂️🤦‍♂️🤦‍♂️.

And this, just as I was about to lean into a new program intended to supercharge paid subscriptions, to try and get to 25k subscribers over the next year. That’s 400% growth from here.

So - time to make some changes.

Judging by the referral chart, almost 80% of you are here because somebody else said you’d like it, and you trusted their recommendation.

I am hugely grateful to these people. They make a product that (statistically) compelled you to subscribe to [SIC]. Most are personal friends, and I admire all of their outputs. I want to make sure I return the favor (

Casey Lewis

I might just have to buy you a bottle of wine or dogsit or something).

Besides that, I want to make sure [SIC] is valuable to you. Ideally something you’d pay for. So: some new initiatives coming for Vol. 7, starting next week.

Per annual tradition, Section headers are being renamed. Suggestions, send em.
I’m launching a subscriber forum, via Substack’s Chat feature. In Vol. 7 I am going to link less and analyze more - so I want the forum to serve as a place for readers (some of whom already contribute) to help me replace some of the link breadth from past years. See below for examples from stalwart contributors (your link fix for the week, too)
The text interview series “Five Questions For” is returning.
[SIC] Day - the brief “morning digest”of links will go back behind the paywall, for paid subscribers, who’ll receive a dispatch every day but Saturday.
[SIC] Talks will continue. I need to get a few of my major recommenders (
Troy Young
,
Alex Morris
,
Marie Dollé
,
Radiant by Radiance Fields
,
culturework
, you are called!) - but if there are folks you want to hear me chat with, Suggestions, send em.
There’ll be new pricing for paid, and new benefits for paid and founding supporters.

and lastly: I’m doing another purge.

I know it’s counterintuitive given all the new signups (and the circulation goal) - but if you’re new, it’s not you.

Next week I’ll unsubscribe [SIC] sign up addresses from before June that have had zero-interaction in the last three months. [If you think this describes you, all you have to do is open this email today and you’ll be off the list]

I’ll check with everyone on that list first, of course.

OK. That’s that part. Thanks again for being here. Onward and Upward.

Ben

Given the atypical nature of this week’s edition, I will not belabor the intro to:

[SIC] Talks #81: Julia Harrison

Julia is the vital engine behind Saloon - a new “curated creative community and networking hub” that I discovered via the excellent As Seen On By Ochuko. I joined immediately, have recommended people to it, and do my best to drop by the Discord periodically.

What Julia’s doing with Saloon is motivated by exactly the same motivations as the parties and nightclubs I promoted at 27 - to engage a creative community, to discover new inspirations and to (hopefully) find a cool path forward for me and my friends. It worked then, and judging by Julia’s spirit and our conversation, I think it’ll work again now. Watch above or listen here on Spotify.

Related: Julia did yesterday’s edition of Dalya Benor’s “The Pleasures List” - which is great and reminded me to send my replies in, too.

Apropos: speaking of my personal pleasures - two from today:

The Aspiring Actress Bag - “Five Questions For” alum Cynthia Talmadge’s MZ Wallace bag (brought to life by the actress Annie Hamilton) is the gift you can’t tell my wife I’m buying her.

And: From ‘Brat summer’ to Brat fundraiser: Charli xcx to headline Lacma gala. Support your local artists!

[SIC] 309: Contrapuntal Canard

From Kate:

“I'm sharing a few Every links from this week that I hope your readers would enjoy:

A detailed look at how New York Times tech columnist made "friends" with AI chatbots, including his screenshares and chats
A review of a new book about Bill Gates by Evan Armstrong
A chat with The Browser Company's head of storytelling Nashilu Mouen-Makoua about how they're using AI to help build their brand, on Dan Shipper's podcast AI & I”

From Piers:

From a founding psfk writer ( I didn't lay off). I think [Laid Off: A Wellbeing Toolbox] / Laid0ff
airbnb have this great and geeky engineering blog but what’s also cool is that it provides insights into the future of algorithmic branding / Medium
philip glass - [ivory tinkerer, copper clanker] / An Honest Broker

From Molly:

“hiya, hope you're well! sharing a few this week:

take care!”

And finally, from Celeste:

'A True Fervour: Organisers Rally Locals To Get Behind Paris Paralympics 2024' (The Guardian)

“The grit and determination of the Olympics and even more so Paralympics is a favorite, seeing the passion to get to the world stage. There's something about the Paralympics that adds to that, great to read that 2 million out of 2.5 million tickets have been sold for the paralympics. Excellent read, I'll be watching.”

'Going Up In Smoke: As The Gentlemen Renewed For A Second Season, The Very Real Truth Behind The Guy Ritchie Series' (Tatler)

“The story of English aristocracy and their estates, asset rich and managing an estate for the next generation. History and the like is intriguing, custodians and heirs of these estates, I could read and listen to these histories daily. Loving the grammar and words in this article, not only running through The Gentlemen storylines, but also how old and new money moves with estates and aristocracy.”

'The Rise And Fall Of Oasis' (BBC Podcasts)

“I've been listening to this the last few weeks, it's great and perfect timing given the announcement.- I haven't finished the series, but enjoying the episodes. Steve La Macq and Zoe Ball really tell the great tales of Oasis at the peaks and troughs. I remember being picked up from school by my sisters, both of them would have Oasis playing loud on the fancy CD player/ tape player.”

'How Costco Hacked The American Shopping Psyche' (NYT)

“There is something so enthralling whenever you wander into Costco, it's hectic, it's huge and there is everything you ever need. But going further, the history of the brand and business in this article certainly highlights why Costco has been and continues to be the success it is.”

'Everyone Love Free Tickets: How Seasonal Leisure Businesses Attract Staff' (FT)

“Great article on summer/seasonal hospitality businesses and how they draw in the staff. Australia - in particular Queensland and Northern New South Wales were the mecca for international backpackers pre pandemic, and having been up there recently, the drawcard for those seasonal backpackers isn't there. Interesting to read the European version.”

'Why We're Giddy For The Scent Of Saddle Leather' (FT)

“Snoop Dogg and MArtha Stewart reminded the world of equestrian, Hermes and the chic attire that runs with equestrian. It goes without saying that the perfume to match is now top of the list for those wanting to join without eventing or joining a dressage competition. Just spritz Hermes and you're ready to go!”

'The Arms Race Where Movies Shoot' (The Town Podcast)

“This was a great listen, I was in the market for a light listen to mix up my business, politics and news podcasts, remembered The Town and jumped back in. Tax incentives for films, intriguing to where the best deals are and why Hollywood is no longer the hottest place to shoot a film.”

'Definitely Maybe At 30: Why Oasis Defined The Spirit Of The 90s In The UK' (BBC)

“Another Oasis moment, loved reading this, not only for the nostalgia, but also the comparisons to why Oasis now have a whole new generation of listeners, Gen Z are fans of the 90's (and the fashion), so it makes sense that the nostalgia for the 90's is perhaps at its peak?

Oasis certainly were such a strong point in time, they led the way with so many others, the Primrose Hill set, the festivals, the fights and the iconic music. What a time. I wonder what the trends will be when the next cycle comes around, it's fascinating to be observing and discussing.”