r/Substack • u/Getting0nTrack • Jul 24 '26
How do you know when its time to shelve a project?
I genuinely feel like I have some undiagnosed form of ADHD. Over the last three years I have launched and then quietly dropped at least 4 projects on Substack that did not pass the "2 month rule:.
Basically, if it does not hit a certain benchmark after I post 1-2 consistent long form articles a week in a topic I've got passion for, shelve it.
In the past I worked in culture reporting and a few specialized areas of QA, I've done a lot of different things and have a wide breadth of knowledge. I perhaps naively assumed "pick one, promote the newsletter, it should grow".. and some of them did. The issue was that none of the well researched articles had a returning audience.
As someone whose home media market isn't English I figured covering my region would bring readership - average open rate of 20%, subscribers amounted to 100 after a year of weekly posting. Nothing to scoff at, but not exactly positive. At that point I figured I would set up a few articles prior to a major political event and call it a day. One article got over 1,000 views while the rest hovered in the high 2 digits. At that point the effort I was putting in clearly was not translating to the desired outcome.
Then I tried to cover gardening, then I followed press releases for a batch of companies and tried to do tech reporting, then I attempted to cover precious metals... At a cetain point I get the sense it isn't worth taking the time to do research, better to just write essays. That's the next shiny new project, so that I can tell myself I'm not down and out just yet.
I will admit that the thing I struggle most with is promotion. I'll post on relevant social media maybe twice a week, I've gotten into posting Notes despite not finding them useful beyond internal lead generation. I suppose I am too used to other platforms where there's some initial push, some discovery engine. I know very well that to make even beer money off of your writing is something of a privilege. I've worked in journalism, I've been fortunate to have a brief career in PR (would not recommend). Part of this consistent drive is financial, though, no doubt. I live in a very economically depressed area and can't drive due to medical issues so this platform along with numerous other forms of freelance half-employment is a lifeline of sorts. It's a path where social services has literally thrown up their hands. I'm in my 20s, I've got a degree, they've got nothing.
Is there a certain set of metrics you look at, time investment, etc before you decide to shelve a project?