On Tuesday, Facebook launched a new platform for independent writers, called Bulletin, setting the company up as a direct competitor to Substack's growing newsletter business.
The platform launched with an array of marquee names, including New Yorker writer Malcolm Gladwell and sportscaster Erin Andrews.
During Bulletin's launch event, which Facebook streamed on its new live audio tool, Mark Zuckerberg aimed to set Bulletin apart from other similar platforms, noting that Bulletins will integrate with Facebook pages and will be eligible for pickup in Facebook's own News section.
All Bulletin writers will also get to keep their subscription revenue, Zuckerberg said, differing from Substack, which has revenue-sharing agreements with some of its most prominent writers. "And even if writers choose to move to different platforms in the future, they're going to hold their own content and email subscriber lists," Zuckerberg said. "We think that this concept of portability is extremely important for the creator economy."