"As large language models increasingly crawl trusted, high-engagement sources, newsletters with authentic readership and commentary signal authority. For communicators, landing on or partnering with credible Substacks can boost visibility, discoverability, and LLM-indexed influence. Bloomberg News reports that Substack has more than 5M paid subscriptions as of 2025, with overall reach totals in the tens of millions, according to Morning Brew,"
"both of which prove that communicators need to include Substack in their earned media strategies or be washed up on the beach by the AI tidal wave. We talked to Hunter Chief Digital Officer and AI Center Advisor Michael Lamp on how comms leaders can use Substack to make a splash. Why is Substack so important to a comms AI strategy? By default, Substack is free. Thereby, it is seeable by LLMs."
Substack operates as an earned media engine that increases brand visibility and influence in AI-indexed search. Large language models crawl free, high-engagement newsletters, so authentic readership and commentary signal authority and boost LLM discoverability. Substack had more than 5 million paid subscriptions by 2025, with total reach in the tens of millions, indicating significant audience scale. Communications teams should map the coverage landscape, identify writers with desired readers, and assess past coverage and partnership activity. First movers can secure outsized attention. Media relations on Substack should prioritize helpful, non-commercial pitches, request above-the-line data on trends and new players, and lead with utility rather than spray-and-pray outreach.
Read at PR Daily
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