Can Facebook’s Substack Rival Get Creators to Jump Ship?

It was probably only a matter of time before Facebook created its own newsletter product. Last week, the tech giant unveiled its Substack rival called Bulletin, billing it as a home for independent creators and writers to publish their newsletters and podcasts. It rallied high-profile writers and authors from Malcolm Gladwell and Mitch Albom to Tan France and Dorie Greenspan to join its exclusive site. And it’s free to use, for now. The newsletter medium continues to grow amid a competitive content world, with tech companies and brands increasingly turning to content marketing, e-commerce and in-house publications. Recently, Twitter acquired Revue, and Substack has been gaining ground with half a million paying subscribers and hitting a $650 million valuation this year. “We’ve really seen this trend emerge over the last couple of years where writers and reporters who are really knowledgeable about certain subjects from science to sports are finding there’s an audience out there that really does want to go deeper with them on the subjects that they’re experts in and that people are really passionate about,” Campbell Brown, head of news partnerships at Facebook, said on a livestream introducing Bulletin. Strategically, Facebook has a pattern of spotting trends...

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