More is not always best when it comes to attracting paid subscribers to journalism.

This is the view of Farrah Storr, head of publisher partnerships at Substack UK, speaking at the Press Gazette Future of Media Trends event in London last week. She also said it is a mistake to see Substack as just a newsletter platform.

The former editor-in-chief of Elle UK said: “The best way to think about Substack is to see it as a media empire in the palm of your hand.