Random thoughts, a year in

The state of this newsletter as we close in on its first anniversary

My apologies for failing to hit the publish button over the last two weeks. Occasionally, my day job gets all consuming, and with a major campaign launch, I burned the midnight oil on insane travel, late nights, and early mornings, which seems like a fitting way to tumble into the festive season.

I don’t recall ever starting the break feeling rested. You?

I imagine we all feel desperate for a break at this time of year. And while we’re probably all exhausted, there is something invigorating about this time of year. Personally, it is one of two windows I set aside in the year for long-term planning (the other being Labour Day weekend). And I’m looking forward to having the breathing room to do that planning in the final weeks of 2024.

It was in this same planning window a year ago that I decided to launch this Substack. At the time, my motivation and rationale was simple:

• I wanted to discipline myself into learning how to use AI in my day-to-day work as a public affairs practitioner.

• And if I was going to put myself on this training regime, I might as well chronicle it, and let others benefit from it.

And as far as I can tell, the first part of equation is working out well. In the last year, I’ve explored a litany of ways to put AI to use in our line of work, a lot of which never made it to this newsletter. I’ve applied what I learned to my work, and have supported others in applying what I’ve learned into their own work. In short, when I look at one side of the equation, it holds up: I have benefited.

Then, I look at the other side of the equation, and it’s unclear if you, my readers, are benefiting from this little project.

• Open rates are strong (40-50%)

• Subscriptions are low (260 subscribers)

• Engagement is null. When I ask for direct feedback via reader surveys, I’ve received none, at least on a quantitative level. Some of you have pulled me aside in person to let me know this newsletter is a helpful resource.

• On balance, I’d say I’ve not had the impact I wanted on the second part of the equation. It’s unclear if anyone beyond me and a handful of you have benefited from this newsletter.

Which leaves me with a question I’ll be heading into the break with:

• Is the 8-10 hours/week I invest on this project generating the returns it should?

I have plenty of ideas for expanding my other work, primarily growing the Business is Politics podcast and associated platforms, which have been growing in each and engagement every week. Growing that platform will require more time, and I need to assess whether I fold all things AI + public affairs into that larger project instead of spreading myself thin.

And so, on one hand, it would appear the sun is setting on this project. Limited community engagement is usually a democratic sign of the value you bring to the relationship.

Yet, I’m also told, you never really gain traction with a newsletter in its first year; that the first year is really a training ground and that successful writers typically see the fruits of their labour pay off after two to three years (which is indeed what’s happening with my other content streams).

Which leaves me with a dilemma heading into the break. I can’t tell if I’ve reached the end, or if we’re just getting started.

I’d love your thoughts on the matter. Reply in the comments or email me directly. Or don’t; that too tells me something.

I’ll be back next week with a collection of the year’s most popular content.