The social media behemoth that is Twitter has taken over many people's lives, and comic book creators are no exception. But lately, comic book writers have been voicing their frustrations with the platform - and a new service, Substack, might offer an enticing alternative.
In some ways, the internet has only amplified what came before it: publishers have long had regular contact with readers, with some creative decisions - such as, famously, the death of Jason Todd - being decided by fans. However, the pressure of managing a large body of followers has taken its toll on some creators, in part due to the expectation that writers will maintain close contact with readers in addition to their day-to-day work. As many leave Twitter in search of other means of communication, Substack, a San Francisco-based newsletter subscription service, is starting to shake up the comics industry.
In August, Batman writer James Tynion IV announced that he would be ending his contract with DC Entertainment after striking a deal with Substack, and would also be shutting down his old Twitter profile. In one newsletter, Tynion explained that he left Twitter to build himself a better "internet diet," arguing that social media algorithms function by offering distractions over useful information: "The goal here, which I’ve talked about before, is having a bit more control over my inputs. I want to be able to have a bit more agency over my curiosity." A similar sentiment is shared by X-Men scribe Gerry Duggan, who recently published a newsletter detailing his own concerns about the impact of social media on the public perception of real-world events.
Leaving Twitter will not only give creators a break from an often addictive and emotionally taxing platform, but new digital services also promise a variety of benefits. At a time in which superheroes are dominating both the big and small screens, comic writers such as Ed Brubaker, co-creator of the Winter Soldier, have criticized Hollywood studios for failing to appropriately recognize or compensate those who have shaped modern popular culture icons.
Unlike working for hire at Marvel or DC, Substack offers writers complete creative freedom over their work, and the service does not retain the rights to the content. Additionally, it also provides creators an avenue through which to communicate directly with their fans. The platform's comic lineup includes Saladin Ahmed (Black Bolt), Jonathan Hickman (Secret Wars), Molly Ostertag (The Witch Boy), Jeff Lemire (Sweet Tooth), Adrian Tomine (Killing and Dying), and Scott Snyder (American Vampire). Some creators, however, are still using Twitter to announce newsletter updates to their followers.
Dropping Twitter to pursue newsletters might well work out for established writers, but relatively few creators will have an audience large enough to warrant this transition. Furthermore, while Mark Millar (Kingsman, Kick-Ass) is also leaving Twitter in favor of newsletters, Millarworld has recently announced that they will not be distributing digital comics through Substack. Nevertheless, if the platform's investment in comic creators proves to be a fruitful endeavor, perhaps Marvel and DC will have to find new ways to draw in the next generation of talent.