Elizabeth Morris – Crib Notes
- Been writing on Substack for 5 years
- Newsletter features book reviews – aimed at parents, with fairly literary tastes, mothers who love reading but struggle to take the time
- Monthly issues of her Substack
- Every issue has a loose theme
o Books to read when you’re tired and cross
o Books to read when nothing goes to plan
o Short stories and novellas – what to read in the rush hour of parenthood - Unputdownable books, mood lifting elements
- Describes the book in each review, then this is when you should read it – if lonely,
here’s a book that gives companionship, if you find the domestic sphere too much
sometimes, here’s something mentally stimulating etc - Also suggests what format to read in – e.g. if it’s a particularly big book, Elizabeth will
mention and suggest audio or kindle - Her readers buy books based on her recommendations
- Readership is modest but devoted, some people have been there for the 5 years
- Paid subscribers also get an insight into what she has been reading recently
- Will really champion anything she loves
- She doesn’t write about parenting books – more guides and manuals etc
- Big audience overlap with Pandora Sykes
- Elizabeth’s readers love big juicy family novels and books that sweep everyone away
- Loves to write about the intersection between feminism and motherhood
- Narrative nonfiction about motherhood is good too
- Likes to write on hardback but also interested in paperback releases
- Anything reissued with new jackets, Elizabeth loves
- Likes to chuck in a classic every now and then, challenges people to read things they
thought they couldn’t - Sometimes reviews children’s books (and reviews these for Sunshine magazine)
- Best way to contact is via email, always happy to come to showcases or lunches
- Also on Instagram
- Wants to do more author interviews on her Substack
- Works fluidly, will cover tied to publication dates and sometimes not
Ben Mercer – The Outlier
- Moved to Substack 6 months ago
- Substack has been an extension of his social
- Shares positively
- Mostly geared towards literary fiction
- Likes to read non fiction also
- Keen to bring an author on using the live video function and speak to them – e.g.
what books are they reading - Undercurrent of returning readers
- Not always reading what’s currently publishing, will happily return to titles that are
already out - Likes receiving pitches from publicists
- Likes an email with here’s what we have coming out – send him catalogues
- Happy to meet publicists
- Available via email
- Publishes Substack every Thursday
- Has previously enjoyed books about art
- Reads fiction quite widely
- Likes to showcase a diverse range of books
- Works on a boys literacy project for schools – promotes reading for pleasure (13 and up). Not part of their curriculum but Ben trying to wide their reading tastes. Looking for short genre books here.
- Will at least review 1 book in newsletter
Sean McNulty – Auraist
- Their niche is prose style, quite strict about that
- Select the best written books in literary and speculative fiction and non-fiction
- Select from recent releases and prize short lists
- Also run a series of the best written books of the century
- The criteria for the books they pick are on the about page of AURAIST
- Going to be publishing an essay on what the ‘best written books’ actually means
- They often quote from the first two pages of books and then purchase links
- They like written answers when interviewing authors
- They are going to be publishing a print issue of all the answers with interviews from Auraist
- Been going for a year
- Word of mouth has been paramount
- Their list is very high quality, world class writers and big 5 publishers
- Based in Madrid, so cant receive books via post (due to surcharge). Likes to receive a PDF via email: auraist@substack.com
- Looking for books to present to readers that are among the very best books written in the genre
- There has to be something genuinely special about the prose
- If you’re submitting, check with the author beforehand that they would be happy to answer their standard questions
- They like when it’s publicised that Auraist has picked their book
- Happy to advertise on Auraist but quite strict on what books / products they will feature
- They often look at books that have had major reviews and determine if they actually do have an excellent prose style
- They no longer look at crime
- They do consider translated fiction
- No children’s or YA
- Open to being approached by publicists
- Also open to unpublished writers
PPC cheat sheet – The Shift with Sam Baker
What sort of books/authors/stories are you interested in covering in your Substack?
I’m equal opportunities about fiction and non fiction and not a snob about genre. Sorry, that’s not
all that helpful!
The guests on the podcast have to be over 40 (or very late 30s) but I’m more flexible on the
substack. The defining thing I suppose is that the book/author has to be telling us something
new/interesting/identifiable about what it means to be a woman in midlife and beyond today, or
sharing an experience that might be new to them or expressing a view that they didn’t know other
people were also thinking.
Eg Torrey Peters on ageing as a trans woman without any role models, Liz Jensen on losing her
son and managing grief, Dr Liz O’Riordan on being a breast surgeon with cancer and having sex
without oestrogen, Helen garner on living outside the “human gaze”, Saima Mir on having always
felt invisible as a brown woman… I could go on.
How do you use Substack that might differ from other users?
For me Substack is not a diary, a hobby or a jobby. It’s not what I do in my spare time. Along with
the podcast it makes up most of my working life.
I have 20k subscribers and they are engaged because I deliver regular high quality content that
speaks directly to them.
The Shift is a platform that stretches across the podcast and newsletter (and book, of course) that
addresses the emotional concerns of women over 40ish. It tends not to be practical unless in a
“what happens if I press this” kind of way. I’m curious I guess and that’s what I want The Shift to
be.
The bottom line is I took the content lessons I developed on The Pool and used them here – create
a habit, respect people’s time, write for the moment they’re in, know who you’re writing for, quality
over quantity, make them feel something etc
What content are you finding people are engaging with the most?
It really varies. It won’t surprise you to hear that first person very intimate pieces do well. They
make readers feel seen, less alone.
The podcast varies wildly depending either on the guest or the story. The big names don’t
necessarily always do best. Sometimes I’ll get a real surprise, like Helen Garner.
I had two viral stories last year. Links below. For me, viral is over 100k views. On the whole my
posts get about 15-20k views in the first few days and then build from there.
The divorce piece (below) was fought over by national papers and was ultimately bought by the
Mail, so ran as a spread in Inspire too.
All* of my friends are ending their marriages
The picture that prompted a life change
I also regularly run Q&As. Sometimes they’re unique to the substack,s ometimes they’re edited
transcripts of the interviews from the podcast. Some of these have been incredibly popular,
notably Helen Garner, Barbara Kingsolver and Miranda July.
What sort of information makes you pay attention to a book/pitch/author? In what form do
you like information? (i.ecatalogues, proofs, review copies)?
This is such a hard one bc different things will resonate. Something will catch my eye in the
subject line – it could be as simple as the authors name or a theme that’s spot on for me. I try to at
least start reading every email I’m sent. I don’t want to miss something that might make a great
story. Don’t make it too long. Get to the point in the first paragraph. Don’t tell me someone will be
great for The Shift, everyone says that, tell me why.
If it’s a generic, everyone, theme eg tech overwhelm, what’s the angle for me?
I know your time is limited but the same rules apply as if you were pitching a features editor on
the paper. I don’t want to feel that you pitched 30 other podcasts/Substacks the same person/
idea and changed few names (or forgot to…)
Also,
1. please don’t pitch me men (you’d be surprised) or twentysomething women. I am
considering a male spin-off but that’s just an idea right now. The Shift guests are women and
non-binary people in their late 30s upwards – there’s no top ceiling. My oldest guest was
103. RIP wonderful Dr Gladys McGarey.
2. Be straight with me. Don’t tell me at the last minute (when it’s too late for me to have a
choice) that they’ve also done an interview with a competing podcast / substack and I have
to run second.
3. Don’t pitch an author to talk about their life when they will only want to talk about their art!
I know all those things sound basic but they happen with alarming regularity.
In practical terms I prefer physical proofs to PDFs. I get so much email and my kindle is so full of
crap that they get lost almost immediately.
What are your lead times for each of these opportunities?
For the podcast I’m working quite a long way ahead. I’m talking to publicists now about seasons
2, 3 and 4 this year. Season 1 is closed.
All that said, I can turn it around in days if it’s someone I feel I can’t miss out on. And I can always
put out a special bonus episode for the right guest/story eg Barbara kingsolver when she won the
Women’s Prize. So it’s always worth a try if you have a book drop in late or suddenly get time you
weren’t expecting with an author.
For the bookclub – I am booked up to June. I try to work six months at a time, so am open to
pitches for the second half of the year. I try to be wide ranging, genre-neutral and cover fiction
and non fiction, take a look at previous titles.
The Shift bookclub | The Shift With Sam Baker | Substack
For the substack in general, I send at least two newsletters a week (Thursday and Friday, as well
as the one that promotes the podcast that goes out on Tuesday) and I literally write them the day
before. Unless it’s a long form essay I’ve been researching for a while.
Thursday newsletter is an essay or think piece usually pegged to an emotional theme I’ve been
noticing or a The Shift-relevant news hook. You could pitch me an idea right up to the day before.
The Shift With Sam Baker | Substack
Once a month I will run a guest post in this slot. I pay a flat fee of £200 for this and so I expect it
to work really hard. the pieces that resonate with the subscribers and get a lot of views and
shares are always those that dig into themes and emotions that resonate with them. (On the rare
occasions I have run a piece that skates over the surface of a chapter and plugs the book
relentlessly (usually by an “expert”) it has bombed. Subscribers don’t want that, they are much
more likely to click through to buy the book because the piece has made them think or feel or
punch the air.)
Guest columns | The Shift With Sam Baker | Substack
The Friday round-up is written on Thursday. Every week it contains a big list of The Shift-adjacent
links and talking points (so if your author has written a great piece somewhere else – in a national
paper, US/australian media etc that you really think would resonate with my subscribers, or
they’ve done an interview, or run an extract, go ahead and send the link to me for possible
inclusion). plus there’s always a book of the week, podcast/audiobook and streaming.
The Friday Round-up | The Shift With Sam Baker | Substack
Do you ever find it useful to meet publishers to discuss advance lists over breakfast, coffee,
lunch etc?
Yes if I’m in London or you’re in edinburgh. I am always up for a zoom but I prefer to do
afternoons. And perhaps it’s a good idea from your end for a few of you from the same imprint/
publisher to do it together.
Also a point re showcases. I often want to come but they don’t coincide with my monthly trips to
London, which tend to be organised around podcast recording. I would love it if you could send
me the info/proofs I would have got if I’d been able to attend.
Paid for vs free content
I’m looking at opening up the substack to a little paid-for content this year, including potentially
introducing a small fee for the bookclub.
I know the audience loves books and is always looking for their next great read/watch/talking
point so I am open to carrying sponsored content from book publishers and other entertainment
companies as a start point, as a service to the reader. This would either function as a slot in the
Friday newsletter or a bespoke email. It could be a one-off or a longer-term commitment over a
few weeks/months. Contact me to discuss. sam@sambaker.co.uk
Some useful stats:
The substack – 20k subscribers, 577 bookclub members
The pod – 3 million+ downloads, The Shift podcast is in the top 0.5% of English speaking
podcasts globally
Everything I post on Substack, plus the podcast, is promoted on Notes (Substack’s social media
channel) where I have 38k followers. I also promote the podcast and the Thursday newsletter on
Instagram (20k followers).
I’m on bluesky, LinkedIn and threads, but don’t use them enough for the algorithm to love me.
Things to know about substack:
It’s a thriving curious talkative community of writers thinkers and opinion formers. (I saw someone
describe it as Onlyfans for writers.) We’re talking the people who shape what their friends are
reading and talking about. The audience is insanely engaged, the comment, they share, they chat
and they shop (I make money every month from book sales). So it’s worth getting to know them.
I know you’re probably thinking oh god not another thing I have to be all over… Rather than
looking at it and feeling overwhelmed by the sheer quantity, you can start by subscribing to
people you already know from traditional media eg Me, Daisy Buchanan, Emma gannon, Pandora
Sykes, Clover Stroud, India knight, Annie Macmanus…. On our homepages, you will find a
recommendations list of Substacks we like or think are like-minded. That way, you can build your
list out in whatever way interests you or benefits your authors.